在线口碑对顾客感知价值的影响研究——兼论顾客性别差异的调节作用  

On the Influence of Online Word-of-Mouth on Customer Perceived Value

作　　者：杨雪[1] YANG Xue(School of Management,Xuzhou University of Technology,Xuzhou 221008,China)

机构地区：[1]徐州工程学院管理学院,江苏徐州221008

出　　处：《无锡商业职业技术学院学报》2018年第5期25-28,共4页Journal of Wuxi Vocational Institute of Commerce

基　　金：江苏高校哲学社会科学研究项目"在线口碑;顾客感知价值对电商企业品牌形象的影响效应研究"(2017SJB1007)

摘　　要：通过情境模拟实验检验在线口碑对顾客感知价值的影响及顾客性别差异对该影响的调节作用。研究结果表明:客观型在线口碑对顾客认知价值的影响显著大于主观型口碑,主观型在线口碑对顾客情感价值的影响显著大于客观型口碑;与男性消费者相比,主观型口碑对女性消费者的顾客感知价值的影响显著大于客观型口碑。最后根据研究结果提出相应的口碑营销策略。By doing a situational simulation experiment,this paper tested the influence of online word-of-mouth on customer perceived value and the moderating effect of gender differences on the impact. The study shows that objective online word-of-mouth has greater effect on customer perceived value than subjective online world-of-mouth does,that,however,subjective online word-of-mouth exerts more influence on customer emotional value than objective online word-of-mouth,and that subjective online word-of-mouth has more impact on perceived value of female consumers than objective online word-of-mouth. The paper finally puts forward the corresponding strategies for word-of-mouth marketing.

关 键 词：在线口碑 顾客感知价值 顾客性别差异 

分 类 号：F713.55[经济管理—市场营销]