基于网络口碑的北京居民夜间购买意愿影响研究

A Study on the Influence of Beijing Consumers’ Nighttime Purchase Intentions Based on E-WOM

以北京市为例,通过问卷调查收集网络口碑对消费者夜间购买意愿影响的相关数据,运用SPSS24.0软件对回收的有效问卷进行信效度分析、相关性分析和回归分析。结果表明,网络口碑数量、网络口碑质量、网络口碑效价、感知可信度与感知价值均会正向促进消费者夜间购买意愿。据此,为夜间经营商户提出了营销建议。

Taking Beijing as an example, data related to the influence of e-WOM on consumers’ willingness to purchase at night were collected through a questionnaire survey, and the collected valid questionnaires were analyzed by using SPSS24.0 software for reliability, correlation and regression analysis. The results show that IWOM quantity, e-WOM quality, e-WOM validity, perceived credibility and perceived value all positively contribute to consumers’ willingness to purchase at night. Finally, marketing suggestions were made for nighttime business merchants.