网络推荐信息对女性消费者购买意愿影响研究

The Effects of Online Recommendation Information on Female Consumers' Purchase Intention

基于霍华德——谢思模型,以角色理论和社会认同理论作为参考,构建出网络推荐信息对女性消费者购买意愿影响的概念模型。通过调查问卷,并利用结构方程模型实证检验网络推荐信息与女性消费者价值感知的关系。研究结果表明:网络推荐信息的准确性、利益性、信息编排、视觉线索都正向影响女性消费者购买意愿;角色过载正向调节信息内容准确性、利益性、信息编排、视觉线索和价值感知的关系;社会认同能够正向调节信息内容准确性、利益性、视觉线索和价值感知的关系,对信息编排和价值感知的关系没有调节作用;女性消费者价值感知正向影响其购买意愿。

Based on Howard-Sheth Model and taking role theory and social identity theory as a reference,the concept model of the influence of network recommendation information on the female consumers′purchase intention is constructed.Through questionnaires,this paper empirically examines the relationship between online recommendation information and female consumers′perceived value by structural equation model.The results show that the accuracy,benefit,information arrangement and visual clues of the network recommendation both positively affect female consumers′purchase intention;role overload positively regulates the relationships among information content accuracy,interest,information arrange?ment,visual clues and value perception;social identity can positively regulate the relationships among information con?tent accuracy,interest,visual cues and value perception,but has no moderating effect on the relationship between infor-mation arrangement and value perception;female consumers′perceived value has a positive impact on the willingness to purchase.