网络口碑质量对顾客感知价值和购买意愿的影响研究

被引：35

作者：

黄文彦

劳陈峰

机构：

[1] 华南理工大学工商管理学院

来源：

消费经济 | 2013年 / 29卷 / 05期

关键词：

网络口碑质量; 论据质量; 来源可靠性; 顾客感知价值; 购买意愿;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

网络口碑已经成为消费者获取产品和服务信息的一种有效途径。本文系统回顾了网络口碑、顾客感知价值和购买意愿等的相关文献。根据信息搜寻和传递相关理论,本文把网络口碑质量的构成维度划分为论据质量和来源可靠性两个维度,并分别研究其对顾客感知价值和购买意愿的影响作用。研究结果发现论据质量和来源可靠性均对顾客感知价值和购买意愿存在正向影响,且顾客感知价值在其中充当部分中介作用。这些研究结论深化了网络口碑对消费者购买意愿影响的研究。

引用

页码：48 / 53

页数：6

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