南京邮电大学学报：社会科学版
南京郵電大學學報：社會科學版
남경유전대학학보：사회과학판
Journal of Nanjing University of Posts and Telecommunications(Social Science)
2015年
2期
90~98
,共null页
网络正面口碑 品牌信任 重复购买意愿
網絡正麵口碑 品牌信任 重複購買意願
망락정면구비 품패신임 중복구매의원
positive eWOM;brand trust;repurchase intention
对网络消费者网络口碑的研究有助于加强对网络口碑管理及理解消费者的网络消费行为。以网络正面口碑对网络消费者重购行为的影响为研究对象,通过对在当当网上有过重购经历的消费者的调查,探究了网络正面口碑的相关性和数量与品牌信任及重复购买意愿的关系。研究结果表明,网络正面口碑的相关性和数量与品牌信任显著正相关,品牌信任对网络正面口碑和重复购买意愿起到中介作用。
對網絡消費者網絡口碑的研究有助于加彊對網絡口碑管理及理解消費者的網絡消費行為。以網絡正麵口碑對網絡消費者重購行為的影響為研究對象,通過對在噹噹網上有過重購經歷的消費者的調查,探究瞭網絡正麵口碑的相關性和數量與品牌信任及重複購買意願的關繫。研究結果錶明,網絡正麵口碑的相關性和數量與品牌信任顯著正相關,品牌信任對網絡正麵口碑和重複購買意願起到中介作用。
대망락소비자망락구비적연구유조우가강대망락구비관리급리해소비자적망락소비행위。이망락정면구비대망락소비자중구행위적영향위연구대상,통과대재당당망상유과중구경력적소비자적조사,탐구료망락정면구비적상관성화수량여품패신임급중복구매의원적관계。연구결과표명,망락정면구비적상관성화수량여품패신임현저정상관,품패신임대망락정면구비화중복구매의원기도중개작용。
Research on consumers’ electronic word of mouth（ e WOM） helps to strengthen the e WOM management and understanding of consumers’ online behavior. Taking the positive e WOM effect on repurchase behavior as the research object,this paper explores the correlation between the relevance and quantity of positive e WOM and brand trust and purchase intention. The study investigated the consumers with repurchase behavior on Dangdang ecommerce. The results show that there is significant positive correlation between the relevance and quantity of positive e WOM and brand trust,which in turn plays an intermediary role on positive e WOM and repurchase intention.
