技术经济
技術經濟
기술경제
Technical economy
2012年
11期
122-128
,共7页
网络口碑%口碑营销%口碑可信度
網絡口碑%口碑營銷%口碑可信度
망락구비%구비영소%구비가신도
Internet word-of-mouth%word-of-mouth marketing%word-of-mouth credibility
从来源可信度、渠道可信度、信息可信度以及接收者特征4个维度构建了网络口碑可信度影响因素模型。实证研究结果表明：评论者专业性、网站权威性、网站忠诚度、网站类型、商家信誉度、口碑类型、口碑方向、接收者的信任倾向、接收者的产品涉入程度以及接收者的专业性均显著影响消费者的网络口碑可信度,但关系强度及口碑信息长度对网络口碑可信度无显著影响。
從來源可信度、渠道可信度、信息可信度以及接收者特徵4箇維度構建瞭網絡口碑可信度影響因素模型。實證研究結果錶明：評論者專業性、網站權威性、網站忠誠度、網站類型、商傢信譽度、口碑類型、口碑方嚮、接收者的信任傾嚮、接收者的產品涉入程度以及接收者的專業性均顯著影響消費者的網絡口碑可信度,但關繫彊度及口碑信息長度對網絡口碑可信度無顯著影響。
종래원가신도、거도가신도、신식가신도이급접수자특정4개유도구건료망락구비가신도영향인소모형。실증연구결과표명：평론자전업성、망참권위성、망참충성도、망참류형、상가신예도、구비류형、구비방향、접수자적신임경향、접수자적산품섭입정도이급접수자적전업성균현저영향소비자적망락구비가신도,단관계강도급구비신식장도대망락구비가신도무현저영향。
This paper analyzes the factors influencing the credibility of Internet word-of-mouth(IWOM) from four dimensions,namely source credibility,channel credibility,information credibility and receiver features,and constructs the model of influencing factor of IWOM credibility.The result indicates as follows:the credibility of IWOM is affected by sender's professional,website's authority,website's loyalty,website's type,vendor's credibility,IWOM's type,IWOM's direction,receiver's trust propensity and receiver's product involvement significantly,and is not affected by relation intensity and IWOM's length.
