网络广告的质量信号评价  

Evaluation on the Quality Signal of Network Advertisement

作　　者：阮丽华[1] 张金隆[1] 

机构地区：[1]华中科技大学管理学院

出　　处：《管理评论》2005年第11期31-34,共4页Management Review

基　　金：国家自然科学基金资助项目(70271031)。

摘　　要：网络广告与传统广告相比信息的获取和反馈更为及时、准确,而且形式多样,然而虚假广告严重影响了人们对网上交易商品质量的信任。通过对网络广告的质量信号分析,探讨了网络广告如何有效地传递商品质量信号。Compared with traditional media advertisement, the information acquirement and feedback of network advertising is far more timely and accurate. Moreover, its form is also more diverse. But fake advertisements have been producing negative impacts upon customers′ trusts on the goods quality of online transaction. Through an analysisof network advertising, this paper discusses how network advertisements effectively delivers the signal of goods quality.

关 键 词：网络广告 质量信号 评价 

分 类 号：F713.8[经济管理—广告] F760.6[经济管理—产业经济]