社交网站中网络口碑对消费者团购意愿的影响——考虑品牌信任的中介作用

摘要

This paper analyzes the influence of Electronic Word of Mouth Marketing(eWOM) via social networking website on consumers' group-buying intention and the mediating effect of brand trust.And by the survey questionnaire and interviews in-depth in 304 college students who have group-buying experiences,it makes an empirical study by factor analysis,correlation analysis and structural equation modeling(SEM).The results show as follows:that quantity,quality and timeliness of eWOM via social networking website impact consumers' group-buying intention significantly,positively and directly;brand trust plays part intermediary role in the above impact.%分析了社交网站中的网络口碑对消费者团购意愿的影响,并探讨了品牌信任对上述影响的中介作用.基于对304位有网络团购经验的高校学生的深度访谈和问卷调查,运用因子分析、相关分析以及结构方程模型等方法,对相关假设进行了实证分析.结果表明:社交网站网络口碑的数量、质量和时效性与消费者团购意愿之间存在显著、正向且直接的影响关系,品牌信任在二者之间发挥部分中介效应.