网络口碑对服装购买意愿的影响  

The Impacts of Internet Word of Mouth on Consumer's Apparel Purchase Intention

作　　者：方靖[1] 季晓芬[1] 章依凌[1] 

机构地区：[1]浙江理工大学服装学院,杭州310018

出　　处：《丝绸》2010年第3期33-36,共4页Journal of Silk

基　　金：教育部人文社科基金项目(0902061-B)

摘　　要：在回顾国内外相关研究的基础上,从服装消费者的品牌取向和产品取向两方面建立了网络口碑信息压力和意见领袖对服装消费者购买意愿的影响模型,并通过网络消费者调研检验了该模型。研究发现,网络口碑中的信息压力、意见领袖对服装消费者态度有显著影响;网络口碑信息通过影响信息接受者的品牌态度进而正向影响消费者服装购买意愿。为服装品牌网站如何更好地利用网络口碑树立有效的营销沟通策略提出建议。Based on relative studies of home and abroad,a model which could represent information pressure of internet word of mouth and opinion leaders influence on consumer s purchase intention was established through consumer s brand orientation and product orientation.The study found that information pressure and opinion leaders of internet word-of-mouth have great influence on consumer s purchase intention;the information of internet word-of-mouth could impact consumer s purchase intention positively via informa...

关 键 词：网络口碑 服装购买意愿 信息压力 意见领袖 

分 类 号：F42[经济管理—产业经济]