网络口碑与食用菌消费者采购行为的互动关系

Interactive Relationship between Internet Word-of-mouth and Consumer Purchasing Behavior of Edible Fungi

为提出有效的营销策略,对网络口碑与食用菌消费者采购行为的影响因素和影响机制进行研究。通过实证分析可知,网络口碑数量评分对消费者的感知价值和购买行为具有积极作用,并且网络评分的影响大于网络口碑的影响。顾客感知价值中,情感价值>功能价值>感知成本。在此基础上为企业的营销策略提出建议,倡导网络口碑的建立,加强消费者体验。

Discovering the factors and mechanisms that influence internet word-of-mouth and consumer purchasing behavior of edible fungi is of great significance in solving the problem of edible fungi sales in China.Through empirical analysis,it can be seen that the number of online word-of-mouth reputation scores has a positive effect on the perceived value and purchasing behavior of customers and consumers,and the impact of online scores is greater than that of online word-of-mouth reputation.Among the perceived value of customers,emotional value>functional value>perceived cost.On this basis,it gives suggestions to enterprises for corresponding marketing strategies,advocates the establishment of online word of mouth,strengthens the consumer experience.