基于网上购物情境的消费者行为对口碑影响力的影响

工业工程 ›› 2011, Vol. 14 ›› Issue (4): 33-38.

基于网上购物情境的消费者行为对口碑影响力的影响

华南理工大学工商管理学院，广东广州 510640

出版日期:2011-08-31 发布日期:2011-09-08
作者简介:沙振权(1959-)，男，上海市人，教授，博士，博士生导师，主要研究方向为市场营销研究.
基金资助:
国家社会科学基金资助项目（11BGL036）

Effect of Consumer Behaviors on Word-of-Mouth Influence in Online Shopping Paradigm

School of Business Administration, South China University of Technology, Guangzhou 510640, China

Online:2011-08-31 Published:2011-09-08

摘要/Abstract

摘要： 随着网络经济的快速发展，口碑对消费者购买决策的影响越来越重要。口碑活动作为一种以消费者为主导的信息交流渠道，它的传播者和接收者并不受到商家的直接干预。通过研究消费者对抱怨的态度，对互联网商家的态度、感知风险，以及对口碑信息的主动搜寻，探讨这些因素与口碑影响力之间的关系。研究表明：对口碑信息的主动搜寻是各变量对口碑影响力造成影响的关键因素。

关键词: 口碑, 口碑影响力, 主动搜寻, 网络购物, 消费者行为

Abstract: There is exponential growth of the cyber economy, and WordofMonth (WOM) has more and more effect on consumers purchase decisionmaking. As WOM is a consumerdominated information channel, both the propagators and receivers of WOM have nothing to do with the marketers. However, WOM has great influence on the consumer purchasing in the online shopping paradigm. In this paper, consumer behaviors, such as attitude towards complaining and internet business as well as perceived risks, are analyzed. Furthermore, the relationship between these factors and influence of WOM is analyzed by active seeking of WOM in the internet. It shows that the actively seeking of WOM is the key factor that contributes to the influence.

Key words: word-of-mouth (WOM), word-of-mouth influence, actively sought, online shopping, consumer behavior

沙振权，胡贝斌，谢雪银. 基于网上购物情境的消费者行为对口碑影响力的影响[J]. 工业工程, 2011, 14(4): 33-38.

Sha Zhen-quan, Hu Bei-bin, Xie Xue-yin. Effect of Consumer Behaviors on Word-of-Mouth Influence in Online Shopping Paradigm[J]. Industrial Engineering Journal , 2011, 14(4): 33-38.

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