网络正面口碑信息采纳行为链式影响机制研究——从信息源专业性的视角出发

Research on the Chain Effect Mechanism of Information Adoption Behavior of Positive Electronic Word-of-Mouth: An Information Source Professionalism Perspective

网络正面口碑信息有效性问题越来越受到重视。通过文献梳理构建一个基于链式中介的网络正面口碑信息源专业性对消费者信息采纳行为的影响机制模型,并运用结构方程模型与bootstrap等方法进行实证检验。结果表明,在网络正面口碑中,信息源专业性不仅对消费者信息采纳行为具有正向的直接影响,而且通过信息源可靠性与信息可信度的链式中介对消费者信息采纳行为产生间接影响;但信息源专业性对信息可信度不具有直接影响,信息源可靠性对消费者信息采纳行为也不具有直接影响。基于研究结果提出提高网络正面口碑传播效果的对策。

The effect of positive electronic word-of-mouth has been paid more and more attention. Through a literature review, this paper constructed a distal mediating model of the influencing mechanism of positive electronic word-of-mouth information sources on consumers’ information adoption behavior, and conducted empirical tests by using the structural equation model, bootstrap and other methods. The results show that the professionalism of positive electronic word-of-mouth information source not only has a direct positive impact on consumers’information adoption behavior, but also has an indirect impact on it through the distal mediating of positive electronic word-of-mouth information source reliability and information credibility. However, the professionalism of positive electronic word-of-mouth information source does not have a direct impact on information credibility, nor does the reliability of information source have a direct impact on consumer information adoption behavior. Finally, based on the research results, countermeasures to improve the effect of positive electronic word-of-mouth communications are put forward, and the future research direction is pointed out.