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文章探讨了口碑方向与类型对其可信度的影响,以及产品性质的调节作用,得出以下结论。首先,网络口碑方向对其可信度的影响受到产品性质的调节,具体来说,对于享乐性产品,正面口碑对其可信度的影响更大;而对于实用性产品,负面口碑的影响更大。其次,网络口碑类型会影响其可信度,具体来说,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大。此外,网络口碑类型对其可信度的影响还受到产品性质的调节,具体来说,对于实用性产品,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大;而对于享乐性产品,两种口碑类型对其可信度的影响并无显著差异。最后,文章为企业进行网络口碑管理提出了几点建议。
Abstract：This paper discusses the influences of e WOM's direction and type on its credibility,and the moderation effect of product type. The results show that,the influences of e WOM's direction on its credibility was moderated by product type. When consumers buy hedonic products,they would trust positive reviews more; but when they buy utilitarian products,they tend to trust the negative reviews more. In addition,e WOM's type influences its credibility. Compared with simple-recommendation reviews,attribute-value reviews have more influences on its credibility. Moreover,the influences of attribute-value reviews on its credibility are moderated by product type. Attribute-value reviews have more influences on credibility than simple recommendation reviews for practical products. And for hedonic product,there is no significant difference between two e WOM types. Finally,this paper provides several advices for companies' e WOM management.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2015.04.005
中图分类号:F274
引用信息:
[1]朱翊敏,于洪彦.网络口碑方向及类型对其可信度的影响研究——产品性质的调节作用[J].商业经济与管理,2015,No.282(04):43-52.DOI:10.14134/j.cnki.cn33-1336/f.2015.04.005.
基金信息:
国家自然科学基金青年项目(71202089);国家自然科学基金项目(71172163); 广东省自然科学基金项目(S2013010012249); 中央高校基本科研业务费专项资金(12wkpy49)
2015-04-15
2015-04-15