网络口碑来源特征与信息特征对保健食品购买意愿的影响
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摘要
通过回顾网络口碑对购买意愿影响的相关研究,构建了网络口碑来源特征与信息特征对保健食品购买意愿影响的研究模型。通过问卷星在线收集数据,采用逐步多元线性回归方法验证了网络口碑来源特征、信息特征与保健食品购买意愿间的关系,研究结果表明:来源特征与信息特征均正向影响保健食品购买意愿,网络涉入在网络口碑来源特征、信息特征对保健食品购买意愿的影响中起到负向调节作用。最后基于研究结论,提出保健食品企业应从增强口碑发送者专业性、提高同嗜性口碑占比、增强口碑传播平台可靠性、提升口碑数量与时效性、多角度降低消费者网络涉入感知这五方面开展网络口碑营销。
By reviewing the related research on the influence of Internet word-of-mouth on purchase intention, a research model of the influence of online word-of-mouth source characteristics and information characteristics on the purchase intention of health food was constructed. The data was collected online by questionnaire star, and the relationship of online word-ofmouth source characteristics, information characteristics and purchase intention of health foods was verified by stepwise multiple linear regression method. The results showed that source characteristics and information characteristics positively affected the willingness to purchase health food, and network involvement plays a negative role in the influence of the network word-of-mouth source characteristics and information characteristics on purchase intention of health food. Finally,based on the research conclusion, it is proposed that health food enterprises should enhance the professionalism of wordof-mouth senders, increase the proportion of homologous word-of-mouth, enhance the reliability of word-of-mouth communication platform, increase the number and timeliness of word-of-mouth, and reduce the perception of consumer network involvement from multiple angles in terms of online word-of-mouth marketing.
By reviewing the related research on the influence of Internet word-of-mouth on purchase intention, a research model of the influence of online word-of-mouth source characteristics and information characteristics on the purchase intention of health food was constructed. The data was collected online by questionnaire star, and the relationship of online word-ofmouth source characteristics, information characteristics and purchase intention of health foods was verified by stepwise multiple linear regression method. The results showed that source characteristics and information characteristics positively affected the willingness to purchase health food, and network involvement plays a negative role in the influence of the network word-of-mouth source characteristics and information characteristics on purchase intention of health food. Finally,based on the research conclusion, it is proposed that health food enterprises should enhance the professionalism of wordof-mouth senders, increase the proportion of homologous word-of-mouth, enhance the reliability of word-of-mouth communication platform, increase the number and timeliness of word-of-mouth, and reduce the perception of consumer network involvement from multiple angles in terms of online word-of-mouth marketing.
引文
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[25]Barki,H,Hartwick J..Measuring User Participation,User Involvement and User Attitude[J].MIS Quarterly,1994,18(1):59-82.
[2]Park D,Kim S..The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-mouth via Online Consumer Reviews[J].Electronic Commerce Research and Applications,2008,7(4):399-410.
[3]王辉,杨洁.网络口碑对消费者决策行为的影响研究[J]调研世界,2017,(12).
[4]梅蕾,邱淑凤,张景.网络口碑对旅游消费者决策行为的影响研究[J].西安财经学院学报,2017,(3).
[5]杨慧,胡银花.移动互联网络社区负面口碑对品牌转换意愿的影响效应[J].求索,2015,(6).
[6]Cui G,Hon-Kwong L,Xiaoning G..The Effect of Online Consumer Reviews on New Product Sales[J].International Journal of Electronic Commerce,2012,17(1).
[7]Lee J.,Park.D.H.,Han,I.G..The effect of negative online consumer reviews on product attitude:An information processing view[J].Electronic Commerce Research and Applications,2008,7(3):341-352.
[8]黄文彦,劳陈峰.网络口碑质量对顾客感知价值和购买意愿的影响研究[J].消费经济,2013,(5).
[9]左文明,王旭,樊偿.社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系[J].南开管理评论,2014,(4).
[10]杨华,孙宝凤,林天雪,等.网络口碑对消费者图书购买意愿的影响效应研究[J].图书情报工作,2018,(2).
[11]蔺国伟,白凯.网络口碑对潜在赴藏旅游者从众行为的影响[J].人文地理,2015,(6).
[12]龚诗阳,刘霞,刘洋,等.网络口碑决定产品命运吗——对线上图书评论的实证分析[J].南开管理评论,2012,(4).
[13]谭春辉.网络口碑传播要素对浏览者信任感知的影响研究[J].兰州学刊,2017,(1).
[14]Hu N,Liu L,Zhang J J..Do online reviews affectproduct sales?The role of reviewer characteristics and temporal effects[J].Information Technology and Management,2008,9(3):201-214.
[15]Brown J,Broderick A J,Lee N..Word of mouth communication within online communities:Conceptualizing the online social network[J].Journal of Interactive Marketing,201021(3):2-20.
[16]张驰.网络口碑可信度及其影响消费者购买决策的机制研究[J].商业经济研究,2017,(6).
[17]李林红,李莲青,甯利平.网络口碑对农产品网络销量的影响研究——基于天猫超市北京地区新鲜水果的实证研究[J].昆明理工大学学报(自然科学版),2018,(2).
[18]Liu Y..Word of Mouth for Movies:its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,70(03):74-89.
[19]Cao Q,Duan W,Gan Q..Exploringdeterminants of voting for the“helpfulness”of online user reviews:a text mining approach[J].Decision Support Systems,2011,50(2):511-521.
[20]刘萍.网络口碑对消费者行为意愿的影响研究——以网络涉入为调节的中介模型[J].消费经济,2015,(6).
[21]Bansal H S,Voyer P A..Word-of-mouth Processes within a services Purchase decision context[J].Jourmal of Service Research,2000,3(2):166-167.
[22]Mc Kinney V,Yoon K,Zahedi F M..The Measurement of Web-customer Satisfaction:An Expectation and Disconfirmation Ap-proach[J].Information Systems Research,2002,13(3)296-315.
[23]Chu S C,Kim Y..Determinants of consumer engagement in electronic word-of-mouth(e WOM)in social networking sites[J].International Journal of Advertising,2011,30(1):47-75.
[24]De Lone W H,Mc Lean E R..The De Lone and Mc Lean Model of Information Systems Success:A Ten-year Update[J]Journal of Management Information Systems,2003,19(4):9-30.
[25]Barki,H,Hartwick J..Measuring User Participation,User Involvement and User Attitude[J].MIS Quarterly,1994,18(1):59-82.