网络口碑对消费者产品态度的影响机理研究

摘要

针对网络口碑区别于传统口碑的主要特点,提出了网络口碑对消费者产品态度的影响机理,并以网络电影评论社区为研究背景,利用实验法对这一机理进行了实证检验.研究结果表明,网络口碑的论据质量和网络社区可靠性都会对消费者的产品态度产生正向影响,而且卷入度与网络口碑论据质量、网络社区可靠性分别具有显著的交互作用.%Aiming at the characters of Internet word-of-mouth compared with traditional word-of mouth, this research proposes the hypotheses about the impact of Internet word-of-mouth on Consumer's product attitude,. The author tests the hypotheses by conducting an experiment in the context of virtual community about movies. The result indicates that argument quality of Internet word-of-mouth and community credibility has positive effect on consumer's product attitude. And involvement has interaction effect with argument quality of Internet word-of-mouth and community credibility respectively.