在线口碑效应的影响因素及性别差异研究  

On Influencing Factors of Online Word-of-mouth and Gender Differences

作　　者：周耿[1] 易斯琦[1] 

机构地区：[1]南京大学,江苏南京210093

出　　处：《广东商学院学报》2013年第1期55-62,共8页Journal of Guangdong University of Business Studies

基　　金：国家自然科学基金项目(71002028)

摘　　要：以传统口碑效应影响因素模型为基础,提出在线口碑效应的影响因素包括传播者专业强度、网站可信度、关系强度、感知风险和接收者专业强度,且这些因素均受性别的调节和影响。以多元回归分析方法进行实证研究,得出以下结论:传播者的专业强度、网站可信度、关系强度和感知风险对在线口碑效应具有显著的正向影响;接收者的专业强度对在线口碑效应具有显著的负向影响;接收者的性别对关系强度与口碑传播效果之间的关系具有调节作用:关系强度越高,对男性接收者的口碑传播效果越好,但传播者专业强度、网站可信度、感知风险和接收者专业强度对在线口碑效应的影响不受性别的显著调节。Based on the traditional word-of-mouth model, this paper argues that sender＇s expertise, web site credibility, tie strength, and perceived risk and receiver＇s expertise are the influencing factors of online word-of-mouth. It also argues that there exists a gender difference. It uses the multiple regression analysis method to do an empirical research, and finds the following three conclusions： sender＇s expertise, web site credibility, relationship strength and receiver＇s perceived risk produce a positive impact on online word-of- mouth; receiver＇s expertise produces a negative impact on online word-of-mouth; the relationship between tie strength and online word-of-mouth is moderated by gender （the higher the tie strength is, the better the effect is on word-of-mouth towards male receivers） ; but sender＇s expertise, web site credibility, perceived risk and receiver＇s expertise are not moderated by gender.

关 键 词：在线口碑效应 专业强度 性别差异 网站可信度 关系强度 感知风险 

分 类 号：F713.36[经济管理—产业经济]