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运用TAM模型的网络口碑采纳机理分析:虚拟社区参与行为情境下的实证研究 被引量：1

Research On The Mechanism Of Ewom Adoption Based On The Model Of TAM:An Empirical Study Of The Behavior Of A Virtual Community Involvement Context
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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.
作者 柯彤萍
机构地区 衢州职业技术学院
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)
关键词 采纳意向 工具性信息获取 情感性社交互动 感知有用性 感知信任度 Adoption intention information searching social interaction perceived usefulness perceived trust
分类号 F724.6 [经济管理—产业经济]
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参考文献15

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二级参考文献41

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江苏商论
2016年 第7期

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