期刊文献+

网络口碑离散对消费者购买行为的影响——基于计划行为理论视角

下载PDF
导出
摘要 网络口碑一直是网购消费者购物时的重要参考因素,超过70%的消费者在阅读产品评论之前不会产生实际的购买行为,为此,网络口碑的重要性也得到了营销从业者的认可。本文从消费者导向角度,探讨网络口碑离散对顾客购买行为的影响,运用计划行为理论消除购买意愿与实际购买行为之间的差距,旨在提升消费者的购买可能性。
作者 吴雁
机构地区 暨南大学
出处 《现代营销(上)》 2024年第4期154-156,共3页 MARKETING MANAGEMENT REVIEW
  • 相关文献

二级参考文献70

  • 1金立印.2007.网络口碑对消费者购买决策的影响:一个实证研究[G].2007年JMS中国营销科学学术年会论文集.
  • 2BAUER H, HAMMERSCHMIDT M. 2005. Customer-based corporatevaluation: integrating the concepts of customer equity and shareholder value[J]. Management Decision, 43(3) : 331 -348.
  • 3BICKART B, SCHINDLER R M. 2001. Intemet forums as influential sources of consumer information[ J ]. Journal of Interactive Marketing, 15(3) : 31 -40.
  • 4CHATIERJEE P. 2001. Online reviews: do consumers use them? [ J]. Advance in Consumer Research,28 : 129 - 133.
  • 5CHEN P-Y, WU S-Y, YOON J. 2004. The impact of online recommendations and consumer feedback on sales[ G]. Proceeding of International Conference on Information Systems ( ICIS 2004) , Washington, D. C:711 -724.
  • 6CHEVALIER J, MAYZLIN D, 2006. The effect of word of mouth on sales : online book reviews[ J]. Forthcoming in Journal of Marketing Research, August:345-354.
  • 7CLEMONS E, GAO G-D, HITT L. 2006. When online reviews meet hyper differentiation : a study of the craft beer industry[ G]. Proceedings of the 2006 HICCS Conference, Hawaii, January. : 116.
  • 8DELLAROCAS C. 2003. The digitization of word-of-mouth: promise and challenges of online reputation mechanisms[ J ]. Management Science,49 (10) : 1407 - 1424.
  • 9DUAN W, GU B, WHINSTON A. 2005. Do online reviews matter? an empirical investigation of panel data[R]. Working Paper, University d Texas,Austin.
  • 10DWYER P. 2007. Measuring the value of electronic word of mouth and its impact in consumer communities[J]. Journal of Interactive Marketing, 21 (2) :63 -71.

共引文献84

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部