Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model

被引：113

作者：

Zhu, Dong Hong ^{[1
]}

Chang, Ya Ping ^{[1
]}

Luo, Jian Jun ^{[2
]}

机构：

[1] Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China

[2] Wuhan Text Univ, Sch Management, Wuhan, Peoples R China

来源：

TELEMATICS AND INFORMATICS | 2016年 / 33卷 / 01期

基金：

中国国家自然科学基金; 中国博士后科学基金;

关键词：

C2C communication; Purchase decision; Online community; Relationship type; Information adoption model; WORD-OF-MOUTH; SOCIAL TIES; ACCEPTANCE; BRAND; INTENTION; IMPACT;

D O I：

10.1016/j.tele.2015.06.001

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

Information derived from consumer-to-consumer (C2C) communication in online communities plays an important role in consumers' purchase decision making. Based on the information adoption model, the present study develops a research model to investigate the influence of C2C communication on consumers' purchase decision in online communities. Based on 324 effective data, the Partial Least Squares technique is used to test the proposed model. The results show that argument quality, source credibility, and tie strength positively influence purchase decision through product usefulness evaluation. In addition, tie strength exhibits difference effect on product usefulness evaluation between the context of consumers communicating with real and virtual relationships. Theoretical and managerial implications are discussed. (C) 2015 Elsevier Ltd. All rights reserved.

引用

页码：8 / 16

页数：9

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