CAJ | 학술논문

商业网站品牌忠诚在电子商务环境下受到了学界及业界的极大关注。然而,现有研究却忽略了在线评论对网站品牌忠诚的影响。本文采用实验方法,从有用性和可靠性两个维度研究了在线评论感知对商业网站品牌忠诚的作用,探讨了产品涉入度对商业网站品牌忠诚的调节作用。研究表明,在线评论的有用性感知和可靠性感知,均能提高消费者对网站品牌的忠诚度;产品涉入度对在线评论有用性感知与网站品牌忠诚之间的关系有正向调节作用。企业应引起重视视,从有用性和可靠性两个方面提高消费者评论感知重点,按产品类别对在线评论进行分类管理,建立在线评论激励机制,对在线评论内容和格式加强研究。
상업망참품패충성재전자상무배경하수도료학계급업계적겁대관주。연이,현유연구각홀략료재선평론대망참품패충성적영향。본문채용실험방법,종유용성화가고성량개유도연구료재선평론감지대상업망참품패충성적작용,탐토료산품섭입도대상업망참품패충성적조절작용。연구표명,재선평론적유용성감지화가고성감지,균능제고소비자대망참품패적충성도;산품섭입도대재선평론유용성감지여망참품패충성지간적관계유정향조절작용。기업응인기중시시,종유용성화가고성량개방면제고소비자평론감지중점,안산품유별대재선평론진행분류관리,건립재선평론격려궤제,대재선평론내용화격식가강연구。
The brand loyalty of website in e- commerce environment has been of great concern to academic and industrial circles. However, existing researches ignore the impact of consumer＇ s perception of online reviews on website brand loyalty. From the perspective of usefulness and reliability, this paper investigates the impact of the perception of consumers＇ online reviews on brand loyalty of commercial websites and the moderating effects of product involvement on brand loyalty of commercial websites. The results show that the usefulness and reliability perceptions of online reviews can increase consumer website brand loyalty; and product involvement can positively moderate the relationship between the usefulness perception and brand loyalty. Enterprises should attach importance to usefulness and reliability to increase the consumer perception, make classified management of online reviews sorted by product categories, establish the incentive mechanism of online reviews and strengthen the study on comments and formats of online reviews.