探究网络口碑对购买意愿之影响—信任、价格公平性为中介变量
The Exploration of the Impact of EWOM to Purchase Intention—Trust and Price Fairness Are Mediating Variables

作者: 陈嘉敏 , 蔡伟宁 :中山大学南方学院工商管理系,广东 广州;

关键词: 网络口碑购买意愿信任价格公平性EWOM Purchase Intention Trust Price Fairness

摘要:
如今,中国消费者通过互联网进行代购的行为越来越频繁。在消费者进行线上代购时,其所承担的风险性往往高于线下购买。消费者对产品的购买意愿往往受着商家或产品的网络口碑、价格公平性和信任的影响。因此,本文以信任和价格公平性为中介变量,探究网络口碑对消费者购买意愿的影响。研究采用问卷调查法,通过SPSS对数据进行实证分析,研究结果表明,网络口碑对购买意愿有着正向的影响,同时,信任和价格公平性在网络口碑与购买意愿中起着部分中介的作用。

Abstract: Today, Chinese consumers’ purchasing behaviors through the Internet are becoming more and more frequent. When consumers purchase online, the risk they assume is often higher than that of the offline. Consumers’ willingness to buy products is often influenced by the reputation of the network business, the price fairness and the trust of price. Therefore, this thesis is based on trust and price fairness, which are considered as mediating variables to explore the impact of EWOM on purchase intention of consumers. Through questionnaire method, and the empirical analysis of data by SPSS, the research results show that EWOM has a positive impact on purchase intention, and at the same time, trust and price fairness, as mediators, play an important role in EWOM and purchase intention.

文章引用: 陈嘉敏 , 蔡伟宁 (2016) 探究网络口碑对购买意愿之影响—信任、价格公平性为中介变量。 现代市场营销, 6, 32-40. doi: 10.12677/MOM.2016.63005

参考文献

[1] Weinlich, B. and Stauss, B. (1997) Process-Oriented Measurement of Service Quality: Applying the Sequential Incident Technique. European Journal of Marketing, 31, 33-55.
http://dx.doi.org/10.1108/03090569710157025

[2] Hennig-Thurau, T., Gwinner, K.P., Walsh, G., et al. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18, 38- 52.
http://dx.doi.org/10.1002/dir.10073

[3] Khammash, M. and Griffiths, G.H. (2011) ‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic Word-of- Mouth (eWOM), Antecedences and Consequences. International Journal of Information Management, 31, 82-87.
http://dx.doi.org/10.1016/j.ijinfomgt.2010.10.005

[4] 王凯, 魏赫妤. 网络口碑对消费者购买意愿影响——基于淘宝网研究[J]. 江苏商论, 2013(5): 189-190.

[5] 李欣. 网络口碑、感知价值对顾客购买意向的影响研究[J]. 河南社会科学, 2010, 18(3): 99-101.

[6] 肖刘莉. C2C环境下网络口碑信息数量和时效性对消费者网购意愿的影响[D]: [硕士学位论文]. 成都: 西南财经大学, 2011.

[7] 李佳, 徐达, 陈霞, 等. 网络口碑和价值共创对消费者购买意愿的影响[J]. 北京邮电大学学报: 社会科学版, 2014, 16(5): 53-62.

[8] Arndt, J. (1967) Role of Product-Related Conversations in the Diffusion of a New Product. Congenital Heart Disease, 4, 193-195.
http://dx.doi.org/10.2307/3149462

[9] East, R., Hammond, K. and Wright, M. (2007) The Relative Incidence of Positive and Negative Word of Mouth: A Multi-Category Study. International Journal of Research in Marketing, 24, 175-184.
http://dx.doi.org/10.1016/j.ijresmar.2006.12.004

[10] Gelb, B. and Johnson, M. (1995) Word-of-Mouth Communication: Causes and Consequences. Journal of Health Care Marketing, 15, 54-58.

[11] Chevalier, J.A. and Mayzlin, D. (2003) The Effect of Word of Mouth on Sales: Online Book Reviews. NBER Working Papers, 43, 345-354.

[12] Dhanasobhon, S., Chen, P.-Y. and Smith, M.D. (2007) An Analysis of the Differential Impact of Reviews and Reviewers at Amazon.com. International Conference on Information Systems, ICIS 2007, Montreal, December 2007, 535-535.

[13] Gu, B., Park, J. and Konana, P. (2012) Research Note: The Impact of External Word-of-Mouth Sources on Retailer Sales of High-Involvement Products. Information Systems Research, 23, 182-196.
http://dx.doi.org/10.1287/isre.1100.0343

[14] Murray, K., Hernandez, T. and Haubl, G. (2006) Session: Implications of the Consumer Experience. University of Alberta.

[15] Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) The Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 2, 307-319.
http://dx.doi.org/10.2307/3172866

[16] Engel, J.F., Miniard, P.W. and Blackwell, R.D. (1995) Consumer Behavior. 8th Edition, Dryder, New York.

[17] 左文明, 王旭, 樊偿. 社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系[J]. 南开管理评论, 2014, 17(04): 140-150.

[18] Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading.

[19] 毕继东. 网络口碑对消费者购买意愿影响实证研究[J]. 情报杂志, 2009, 28(11): 46-51.

[20] 郑春东, 黄郑超. 网络口碑内容类型及负面口碑占比对消费者购买意愿的影响[J]. 东北农业大学学报: 社会科学版, 2015, 13(1): 13-19.

[21] Srikanjanarak, S., Omar, A. and Ramayah, T. (2009) The Conceptualisation and Operational Measurement of Price Fairness Perception in Mass Service Context. Asian Academy of Management Journal, 14, 79-93.

[22] Kahneman, D., Knetsch, J.L. and Thaler, R. (1986) Fairness as a Constraint on Profit Seeking: Entitlements in the Market. American Economic Review, 76, 728-741.

[23] Bolton, L.E., Warlop, L. and Alba, J.W. (2003) Consumer Perceptions of Price (Un)Fairness. Journal of Consumer Research, 29, 474-491.
http://dx.doi.org/10.1086/346244

[24] Ferguson, J.L. (2013) Transparency in Pricing and Its Effect on Perceived Price Fairness. Journal of Product & Brand Management, 22, 404-412.
http://dx.doi.org/10.1108/JPBM-06-2013-0323

[25] Jin, Y.C. and Petrick, J.F. (2015) Measuring Price Fairness: Development of a Multidimensional Scale. Journal of Travel & Tourism Marketing, 32, 1-16.

[26] Berry, L.L. (2000) Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28, 128-137.
http://dx.doi.org/10.1177/0092070300281012

[27] Jarvenpaa, S.L. and Todd, P.A. (1996) Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce, 1, 59-88.
http://dx.doi.org/10.1080/10864415.1996.11518283

[28] Zucker, L.G. (1986) Production of Trust: Institutional Sources of Economic Structure, 1840-1920. Research in Organizational Behavior, 8, 53-111.

[29] Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
http://dx.doi.org/10.2307/1252308

[30] Chaudhuri, A. and Holbrook, M.B. (2001) The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
http://dx.doi.org/10.1509/jmkg.65.2.81.18255

[31] Gefen, D. (2015) Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers. ACM SIGMIS Database, 33, 38-53.
http://dx.doi.org/10.1145/569905.569910

[32] Njite, D. and Parsa, H.G. (2005) Structural Equation Modeling of Factors That Influence Consumer Internet Purchase Intentions of Services. Journal of Services Research, 5, 43-58.

[33] Smith, D.N. (2002) Trust Me, Would Steer You Wrong? The Influence of Peer Recommendations with in Virtual Communities. University of Illinois at Chicago, Chicago.

[34] Zeithaml, V.A. and Bitner, M.J. (2000) Word of Mouth How to Impact Consumers’ Decesions. Journal of Business, 22, 182-187.

[35] 杨光. 网络口碑对大学生购买意愿影响的实证研究[D]: [硕士学位论文]. 武汉: 湖北工业大学, 2012.

[36] Mayer, R.C., Davis, J.H. and Schoorman, F.D. (1995) An Integrative Model of Organizational Trust. Academy of Management Review, 20, 709-734.

[37] Ridings, C.M., Gefen, D. and Arinze, B. (2002) Some Antecedents and Effects of Trust in Virtual Communities. Journal of Strategic Information Systems, 11, 271-295.
http://dx.doi.org/10.1016/S0963-8687(02)00021-5

[38] 铁翠香. 基于信任和感知价值的网络口碑效应研究[D]: [博士学位论文]. 武汉: 华中科技大学, 2011.

分享
Top