商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2015年
4期
43~52
,共null页
网络口碑方向 网络口碑类型 口碑可信度 产品性质
網絡口碑方嚮 網絡口碑類型 口碑可信度 產品性質
망락구비방향 망락구비류형 구비가신도 산품성질
e WOM's direction; e WOM's type; e WOM's credibility; product type
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。
文章探討瞭口碑方嚮與類型對其可信度的影響,以及產品性質的調節作用,得齣以下結論。首先,網絡口碑方嚮對其可信度的影響受到產品性質的調節,具體來說,對于享樂性產品,正麵口碑對其可信度的影響更大;而對于實用性產品,負麵口碑的影響更大。其次,網絡口碑類型會影響其可信度,具體來說,相比單純推薦型口碑,屬性評價型口碑對其可信度的影響更大。此外,網絡口碑類型對其可信度的影響還受到產品性質的調節,具體來說,對于實用性產品,相比單純推薦型口碑,屬性評價型口碑對其可信度的影響更大;而對于享樂性產品,兩種口碑類型對其可信度的影響併無顯著差異。最後,文章為企業進行網絡口碑管理提齣瞭幾點建議。
문장탐토료구비방향여류형대기가신도적영향,이급산품성질적조절작용,득출이하결론。수선,망락구비방향대기가신도적영향수도산품성질적조절,구체래설,대우향악성산품,정면구비대기가신도적영향경대;이대우실용성산품,부면구비적영향경대。기차,망락구비류형회영향기가신도,구체래설,상비단순추천형구비,속성평개형구비대기가신도적영향경대。차외,망락구비류형대기가신도적영향환수도산품성질적조절,구체래설,대우실용성산품,상비단순추천형구비,속성평개형구비대기가신도적영향경대;이대우향악성산품,량충구비류형대기가신도적영향병무현저차이。최후,문장위기업진행망락구비관리제출료궤점건의。
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.