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网络正面口碑信息采纳行为链式影响机制研究——从信息源专业性的视角出发

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网络正面口碑信息采纳行为链式影响机制研究——从信息源专业性的视角出发
Research on the Chain Effect Mechanism of Information Adoption Behavior of Positive Electronic Word-of-Mouth: An Information Source Professionalism Perspective

王海燕;林雅军;许文兴;

  • 1:福建农林大学文法学院
  • 2:重庆工商大学商务策划学院
  • 3:福建农林大学管理学院
  •  

摘要(Abstract)

网络正面口碑信息有效性问题越来越受到重视。通过文献梳理构建一个基于链式中介的网络正面口碑信息源专业性对消费者信息采纳行为的影响机制模型,并运用结构方程模型与bootstrap等方法进行实证检验。结果表明,在网络正面口碑中,信息源专业性不仅对消费者信息采纳行为具有正向的直接影响,而且通过信息源可靠性与信息可信度的链式中介对消费者信息采纳行为产生间接影响;但信息源专业性对信息可信度不具有直接影响,信息源可靠性对消费者信息采纳行为也不具有直接影响。基于研究结果提出提高网络正面口碑传播效果的对策。

关键词(KeyWords) 网络正面口碑;信息源专业性;信息采纳;链式中介

Abstract:

Keywords:

基金项目(Foundation): 2017年教育部人文社会科学研究规划基金项目符号学视阈下中国休眠民族品牌的激活研究”(17YJA630053);; 2012年福建省中青年教师教育科研项目我国企业网络口碑传播中信息操纵问题研究”(JB12109S)的阶段性成果

作者(Author): 王海燕;林雅军;许文兴;

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参考文献(References)

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 文章下载:网络正面口碑信息采纳行为链式影响_省略_制研究_从信息源专业性的视角出发_王海燕.pdf


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