体育用品购买决策中网络口碑影响机理研究——感知有用性的中介作用  

Research of IWOM Influencing Mechanism in Sporting Goods Purchasing Decision——Based on the Perspective of Intermediary Roleof Perceived Usefulness

作　　者：黄亨奋[1] 吕庆华[2] 

机构地区：[1]华侨大学体育学院,福建泉州362021 [2]华侨大学工商管理学院,福建泉州362021

出　　处：《体育科学研究》2016年第1期31-36,共6页Sports Science Research

基　　金：教育部社会科学规划项目(12YJA790095);福建省社会科学规划研究项目(2012C054)

摘　　要：从网络口碑文本信息角度,引入感知有用性作为中介变量,研究体育用品购买决策中网络口碑的影响机理。在文献回顾的基础上,提出理论模型和研究假设,以泉州、厦门两地11所高校的1 045名大学生为对象进行问卷调查,运用结构方程模型对研究假设进行验证,结果表明,网络口碑对体育用品购买决策有正向影响,感知有用性对体育用品购买决策有正向影响,感知有用性在网络口碑对体育用品购买决策的影响过程中起部分中介作用。Introduced perceived usefulness as an intermediary variable, this paper studied the IWOM influencing mechanism in sporting goods purchasing decision from the perspective of IWOM information. Based on literature review method, this paper put forward the theoretical model and research hypotheses. Used structural equation model to verify the research hypotheses by takingllM5 students from 11 universities in Quanzhou and Xiamen as a sample survey. The result showed that IWOM and per- ceived usefulness influenced sporting goods purchasing decision positively and perceived usefulness played a partial intermedi- ary role on the process that IWOM influenced sporting goods purchasing decision. Finally, recommendations were given ac- cording to the empirical study conclusions.

关 键 词：体育用品 购买决策 网络口碑 感知有用性 中介作用 

分 类 号：G80-05[文化科学—运动人体科学]