摘要
基于谣言可信度视角,本文以SOR模型为理论基础探讨网络谣言的可信度对消费者购买意愿的影响。结果表明:网络谣言的可信度对负面情绪和购买意愿有显著正向影响,且负面情绪在网络谣言的可信度与购买意愿之间存在部分中介作用。
Under the framework of SOR theory, this paper discusses the influence of Internet rumor＇s credibility on con- sumer＇s purchase intention from the perspective of the credibility of rumors. Results show that： the credibility of network rumors has a positive impact on negative emotions and consumer＇s purchase intention, and negative emotions have a par- tial mediation effect between network rumor＇s credibility and consumer＇s purchase intention.
出处
《商业研究》
CSSCI
北大核心
2016年第12期138-142,共5页
Commercial Research
基金
国家自然科学基金项目"群体言论
企业反驳与消费者企业认同对网络谣言传播影响的实验研究"
项目编号:71072045
江苏省创新经济研究基地项目资助
关键词
网络谣言的可信度
负面情绪
购买意愿
the credibility of network rumors
negative emotions
consumer＇s purchase intention
