摘要
本文从工具性信息搜寻和情感性社交互动两类虚拟社区参与方式出发,构建虚拟社区参与行为情景下的网络口碑采纳模型,通过问卷统计实证研究,系统分析了不同虚拟社区参与方式对网络口碑采纳意向的影响机理。研究结果表明,虚拟社区参与行为通过网络口碑感知有用性和感知信任度等中介变量,来影响虚拟社区成员对网络口碑的采纳意向。同时,不同类型的参与方式对网络口碑采纳意向的影响存在显著差异性。
From the virtual community participation pattern of information searching and social interaction,this essay build the model of e WOM adoption based on the sight of virtual community participation, analyze the mechanism of e WOM adoption by questionnaire statistics empirical study. Research indicate that the virtual community participation behavior affect the e WOM adoption of virtual community members through perceived usefulness and perceived trust. At the same time, there are significant differences in the influences of adoption intention of e WOM and Different types of participation.
出处
《江苏商论》
2016年第7期18-23,共6页
Jiangsu Commercial Forum
基金
浙江省社科联研究课题(2015N054)
衢州职业技术学院科研(QZYZ1405)