网络商店的在线口碑传播：信任的中介及性别的调节作用

摘要

This paper studies the impact of consumers＇ online store perceived value and business policy on trust and eWOM.And based on the theory of consumer-trust,it discusses the influence from consumers＇ perceive value and business policy to eWOM through trust.This paper also researches on the difference in various influences of consumers＇ trust on eWOM under different gender.The results show that perceived value,business policy will help promote eWOM through enhancing consumers＇ trust,trust plays a full mediating role in the impact of perceived value and business policy on eWOM,gender has a moderating effect on the relationship between trust and eWOM,and the trust of male consumers has a stronger influence on eWOM than that of female consumers.%论文通过研究消费者关于网络商店商品价值和商业政策的感知对其信任及在线口碑传播的影响,并以信任-承诺理论为基础,探讨消费者的信任在感知价值、商业政策与在线口碑传播之间的中介作用。另外还探讨了不同性别消费者的信任对在线口碑传播影响的差异。实证研究结果表明,感知价值、商业政策有助于提升消费者对网络商店的信任,从而形成在线口碑传播,而信任在感知价值、商业政策与在线口碑之间起着完全中介作用。结果还显示性别对于信任与在线口碑传播之间关系的调节作用,男性消费者的信任对其在线口碑传播比女性具有更强的影响。