网络口碑对消费者产品态度的影响机理研究  

The Impact of Internet Word-of-Mouth on Consumer's Product Attitude

作　　者：宋晓兵[1] 丛竹[1] 董大海[1] 

机构地区：[1]大连理工大学管理学院

出　　处：《管理学报》2011年第4期559-566,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70532006;70902031);教育部新世纪优秀人才支持计划资助项目(2006)

摘　　要：针对网络口碑区别于传统口碑的主要特点,提出了网络口碑对消费者产品态度的影响机理,并以网络电影评论社区为研究背景,利用实验法对这一机理进行了实证检验。研究结果表明,网络口碑的论据质量和网络社区可靠性都会对消费者的产品态度产生正向影响,而且卷入度与网络口碑论据质量、网络社区可靠性分别具有显著的交互作用。Aiming at the characters of Internet word-of-mouth compared with traditional word-of- mouth, this research proposes the hypotheses about the impact of Internet word-of-mouth on Consumer＇s product attitude,. The author tests the hypotheses by conducting an experiment in the context of virtual community about movies. The result indicates that argument quality of Internet word-of-mouth and community credibility has positive effect on consumer＇s product attitude. And involvement has interaction effect with argument quality of Internet word-of-mouth and community credibility respectively.

关 键 词：网络口碑 论据质量 社区可靠性 卷入度 

分 类 号：C93[经济管理—管理学] F713.82