基于网络口碑的北京居民夜间购买意愿影响研究  

A Study on the Influence of Beijing Consumers’ Nighttime Purchase Intentions Based on E-WOM

作　　者：吴丽云[1,2] 阎芷歆 WU Li-yun;YAN Zhi-xin(China Academy of Culture and Tourism,Beijing Intermational Studies University,Beijing,100024;School of Tourism Sciences,Beijing Intermational Studies University,Beijing,100024)

机构地区：[1]北京第二外国语学院中国文化和旅游产业研究院,北京100024 [2]北京第二外国语学院旅游科学学院,北京100024

出　　处：《泰山学院学报》2022年第4期78-84,共7页Journal of Taishan University

基　　金：北京市社会科学基金决策咨询项目“北京市夜间经济高质量发展研究”(20JCB081);北京第二外国语学院研究生科学研究项目(11122018037)阶段性成果。

摘　　要：以北京市为例,通过问卷调查收集网络口碑对消费者夜间购买意愿影响的相关数据,运用SPSS24.0软件对回收的有效问卷进行信效度分析、相关性分析和回归分析。结果表明,网络口碑数量、网络口碑质量、网络口碑效价、感知可信度与感知价值均会正向促进消费者夜间购买意愿。据此,为夜间经营商户提出了营销建议。Taking Beijing as an example, data related to the influence of e-WOM on consumers’ willingness to purchase at night were collected through a questionnaire survey, and the collected valid questionnaires were analyzed by using SPSS24.0 software for reliability, correlation and regression analysis. The results show that IWOM quantity, e-WOM quality, e-WOM validity, perceived credibility and perceived value all positively contribute to consumers’ willingness to purchase at night. Finally, marketing suggestions were made for nighttime business merchants.

关 键 词：网络口碑 夜间消费 购买意愿 

分 类 号：F274[经济管理—企业管理]