朋友推荐对消费者购买意愿的影响:基于信任的中介作用

Influence of Friend Recommendation on Customers' Purchase Intention——Based on Mediation of Trust

由于网络购物的虚拟性,网络购物与传统购物相比更容易使消费者感知到较大的风险和不确定感,而在这种环境下如何赢得消费者的信任就显得尤为重要。文章从口碑推荐的视角在我国网络购物的环境下通过实证研究的方法检验了朋友推荐对消费者信任以及消费者购买意愿的影响。同时,文章检验了消费者信任在朋友推荐与消费者购买意愿之间的中介作用。运用SPSS20.0对来自专业问卷网站问卷星的222份样本问卷进行分析,研究表明朋友推荐积极正向影响消费者购买意愿,消费者信任积极正向影响消费者购买意愿,消费者信任在朋友推荐与消费者购买意愿之间起部分中介作用。本文丰富了口碑推荐理论的研究,同时根据文章的研究结论,本文建议网络购物网站开通朋友推荐的购物通道来实现更好的营销。

Compared with traditional shopping, online shopping is more easily perceived by customers as more risky and more uncertain due to its virtuality, so how to win customers＇ trust becomes particularly important for online shopping. From the perspective of word- of-mouth recommendation and in the context of Chinese online shopping, the influence of friend recommendation on customers＇ trust and purchase intention is empirically tested while the mediation of customers＇ trust between friend recommendation and customers＇ purchase intention is meanwhile tested. The 222 sample questionnaires collected from the professional questionnaire website soujump.com are analyzed via SPSS20.0, and the results show that both friend recommendation and customers＇ trust have a positive effect on customers＇ purchase intention while customers＇ trust partially mediates between friend recommendation and customers＇ purchase intention. This paper enriches word-of-mouth recommendation theory and based on the research conclusion, suggests that online shopping websites establish friend recommendation purchase channels to promote marketing.