探究网络口碑对购买意愿之影响—信任、价格公平性为中介变量  

The Exploration of the Impact of EWOM to Purchase Intention—Trust and Price Fairness Are Mediating Variables

作　　者：陈嘉敏 蔡伟宁 Jiamin Chen;Weining Cai(Department of Business Administration, Nanfang College of Sun Yat-sen University, Guangzhou Guangdong)

机构地区：[1]中山大学南方学院工商管理系,广东广州

出　　处：《现代市场营销》2016年第3期32-40,共9页Modern Marketing

摘　　要：如今,中国消费者通过互联网进行代购的行为越来越频繁。在消费者进行线上代购时,其所承担的风险性往往高于线下购买。消费者对产品的购买意愿往往受着商家或产品的网络口碑、价格公平性和信任的影响。因此,本文以信任和价格公平性为中介变量,探究网络口碑对消费者购买意愿的影响。研究采用问卷调查法,通过SPSS对数据进行实证分析,研究结果表明,网络口碑对购买意愿有着正向的影响,同时,信任和价格公平性在网络口碑与购买意愿中起着部分中介的作用。Today, Chinese consumers’ purchasing behaviors through the Internet are becoming more and more frequent. When consumers purchase online, the risk they assume is often higher than that of the offline. Consumers’ willingness to buy products is often influenced by the reputation of the network business, the price fairness and the trust of price. Therefore, this thesis is based on trust and price fairness, which are considered as mediating variables to explore the impact of EWOM on purchase intention of consumers. Through questionnaire method, and the empirical analysis of data by SPSS, the research results show that EWOM has a positive impact on purchase intention, and at the same time, trust and price fairness, as mediators, play an important role in EWOM and purchase intention.

关 键 词：网络口碑 购买意愿 信任 价格公平性 

分 类 号：F2[经济管理—国民经济]