CAJ | 학술논문

现有的口碑传播理论不能有效解释移动环境下的消费者口碑传播。本研究从移动口碑信息接收者的视角出发,在信任理论、媒介依赖理论和自我效能理论的基础上,构建消费者移动口碑接收意愿的影响模型。研究发现,移动口碑来源信任、手机依赖和移动口碑接收自我效能对消费者移动口碑接收态度具有显著的正向影响;消费者移动口碑接收态度对其接收意愿具有显著的正向影响;自我效能在信任通过态度对消费者移动口碑接收意愿产生影响的过程中具有正向调节效应。
현유적구비전파이론불능유효해석이동배경하적소비자구비전파。본연구종이동구비신식접수자적시각출발,재신임이론、매개의뢰이론화자아효능이론적기출상,구건소비자이동구비접수의원적영향모형。연구발현,이동구비래원신임、수궤의뢰화이동구비접수자아효능대소비자이동구비접수태도구유현저적정향영향;소비자이동구비접수태도대기접수의원구유현저적정향영향;자아효능재신임통과태도대소비자이동구비접수의원산생영향적과정중구유정향조절효응。
The existing WOM theory cannot effectively explain the consumer＇s WOM communication under the mobile internet. Based on the Media Dependency Theory, self - efficacy theory and Trust Theory, this paper constructs a study model of consumer＇ s mobile WOM receiving intention from the receiver＇s view. The results show that trust, smartphone dependency and self- efficacy have significantly positive influence on consumer＇s attitude toward mobile WOM receiving, and the attitude toward mobile WOM receiving also has significantly positive influence on consumer＇s mobile WOM receiving intention. The self- efficacy has a positive moderating effect during the process which the trust influences consumer＇s mobile WOM receiving intention.