网络口碑发布平台对消费者产品判断的影响研究——归因理论的视角  

Impact of the e-WOM Platforms on Consumer Product Judgment:A Perspective on Attribution Theory

作　　者：李巍[1] 王志章[2] 

机构地区：[1]南开大学商学院 [2]西南大学经济管理学院

出　　处：《管理学报》2011年第9期1345-1352,共8页Chinese Journal of Management

基　　金：教育部人文社会科学研究规划基金资助项目(07JA840014);国家社会科学基金规划资助项目(08BSH020)

摘　　要：随着互联网快速对消费者生活的渗透,消费者行为越来越多地镶嵌于虚拟网络环境,网络信息对消费行为的影响在不断加强。从归因理论的视角、运用实验研究方法,探索网络口碑发布平台对消费者因果推断和产品判断的影响,并将网络口碑的性质作为调节变量,检验发布平台与性质的交互效应;最后探讨了营销信息通过网络传播的思路与策略。With the rapid development of the Internet,more and more consumer behavior has been embedded in the virtual networks,so the information from Internet took increasingly the impact on consumer behavior.This paper,from the perspective of attribution theory,using experimental research methods,analyses the main effects of e-WOM publishing various platforms on consumer causal inference and product judgment,and examines the moderating role of the valence of e-WOM on the platforms and consumer product judgment relationship.Finally,it discusses the ideas and strategy of disseminating marketing information through the Internet.

关 键 词：网络口碑 发布平台 产品判断 归因理论 

分 类 号：C93[经济管理—管理学]