移动购物App网络口碑对消费者购买意愿的影响

Influence of Mobile Shopping App Electronic Word of Mouth on Consumer's Purchase Intention

随着网络技术的快速发展,消费者在移动购物App上购物越来越普及,网络口碑是影响消费者是否使用App进行购物的重要因素.以移动购物App的网络口碑为研究对象,以信任为中介变量,构建App网络口碑对购买意愿影响的理论模型.通过实证分析与检验发现:信息数量、信息有用性、信息详细度和发送者专业性对购买意愿起显著正向影响,信息生动性对购买意愿呈显著负向影响,信息趣味性对购买意愿的影响不显著.信任对信息数量、信息有用性、信息生动性、信息详细度和发送者专业性起部分中介效应.研究结果可以为企业进行App营销措施的改进提供理论基础.

With the rapid development of network technology,consumers shopping is becoming more and more popular on mobile shopping Apps,and electronic word of mouth(eWOM) is an important factor affecting consumers’ usage of Apps for shopping or not.Taking the eWOM of mobile shopping App as the research object and trust as the intermediary variable,a theoretical model of the influence of App eWOM on purchase intention was constructed.Through empirical analysis and test,it is found that information quantity,information usefulness,information detail and sender’s specialty have significant positive effects on purchase intention,information vividness has significant negative effects on purchase intention,and information interest has no significant effect on purchase intention.The trust plays a partial mediating effect on information quantity,information usefulness,information vividness,information detail and sender professionalism.The research results can provide a theoretical basis for enterprises to improve App marketing measures.