网络口碑诉求方式和传播方向对消费者购买意愿的影响

摘要

Through the experimental study on 400 college students who have online-shopping experience,applying 2 × 2 between groups factorial design,this paper verifies the influence mechanism of different electronic word-of-mouth(eWOM) appeals and propagation direction on consumers' purchase intention by using descriptive statistical analysis and variance analysis.The results show that the effect of eWOM with emotional appeal is better than that with rational appeal,and positive eWOM has positive effect on consumer's purchase intention in social networking.%通过对400位有网络购物经验的高校学生进行实验研究,采用2×2组间因子设计,运用描述性统计分析、方差分析方法,验证了不同的网络口碑诉求方式和网络口碑传播方向对消费者购买意愿的影响机理.结果表明:在社交网站中,感性诉求方式的网络口碑信息的效果优于理性诉求方式;正向的网络口碑信息对消费者的购买意愿具有积极的推动作用.