网络口碑影响消费者参与“互联网+”废旧手机回收意愿研究

Research on the Internet Word-of-Mouth Affecting Consumers' Willingness to Participate in “Internet +” Retirement of Used Phones

为探讨网络口碑对消费者参与"互联网+"废旧手机回收意愿的影响因素,为"互联网+"废旧手机回收行业相关平台主体进行口碑营销提供决策借鉴。文章基于信息传播理论与技术接受模型,构建网络口碑对消费者参与"互联网+"废旧手机回收意愿影响因素的理论模型,并对收集到的调查数据进行实证分析。结果显示:发布者专业性、口碑信息质量、口碑信息数量、回收平台服务质量及传播渠道的种类等特性正向影响消费者参与"互联网+"废旧手机回收意愿,而感知信任在不同的网络口碑特性与回收意愿之间有不同的中介作用。

Explore the influence factors of Internet word-of-mouth on consumers’ willingness to participate in the recycling of used mobile phones through the 'Internet+', and provides decision-making for word-of-mouth marketing for relevant platform subjects of used mobile phone recycling industry through the 'Internet+'. Based on the theory of information dissemination and technology acceptance model, a theoretical model of the factors that influence the willingness of consumers to participate in the recycling of used phones through the 'Internet+' has been constructed and an empirical analysis has been conducted on the collected survey data. The results show that publishers’ professionalism, word-of-mouth information quality, quantity of word-of-mouth information, service quality of recycling platforms, and types of communication channels are positively affecting consumers’ willingness to participate in the recycling of used mobile phones through the 'Internet+',while perceived trust has different mediating roles in different word-of-mouth characteristics and recall intention.