线下推荐对我国消费者网络购买意愿的影响——基于关系强度理论

The Effects of Offline Recommendation on Chinese Consumers' Online Purchase Intentions:Based on Tie Strength Theory

文章基于关系强度理论分析了推荐对消费者涉入以及消费者购买意愿的影响。同时,文章检验了消费者涉入的中介效应和关系强度的调节效应。通过问卷调查以及结构方程模型的方法对收集到的249份样本数据进行分析。研究表明:推荐积极正向影响消费者的涉入;消费者涉入积极正向影响消费者的购买意愿;消费者涉入在推荐与消费者购物意愿之间起部分中介效应;关系强度负向调节推荐与消费者涉入的关系。

Based on tie strength theory, this study investigates the effects of recommendation on consumers＇ in- volvement as well as consumers＇ online purchase intentions. Meanwhile, the moderating role of tie strength and the mediating role of consumers＇ involvement are examined. This paper adopts the questionnaire and struc- tural equation model, and analyzes 249 sampes of data collected from soujump, com. Results show that recom- mendation has positive effects on consumers＇ involvement, and consumers＇ involvement has positive effects on consumers＇ online purchase intentions. Consumers＇ involvement plays a partial mediating role between recom- mendation and consumers＇ online purchase intentions, and tie strength negatively moderates the relationship between recommendation and consumers＇ involvement.