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本文基于问卷调查数据,从信任的角度并加入网站媒介的因素建立结构方程模型,分析了在线评论的口碑影响力的主要影响因素。研究结果表明,评论者专业性、网站可信度、消费者与网站的关系、消费者网络涉入程度直接影响在线评论口碑影响力;消费者与评论者的在线联结强度和消费者的专业性对在线评论口碑影响力的直接影响不显著,但可通过情感信任和认知信任对在线评论口碑影响力产生影响;信任在评论者专业性、网站可信度、消费者与网站的关系对在线评论口碑影响力的影响中完全中介效应显著,在消费者网络涉入程度对在线评论口碑影响力的影响中中介效应显著。
Based on the questionnaire data, this paper constructs the structural equation model from the perspective of trust and the factors of adding the site media, and analyzes the main influencing factors of the word-of-mouth influence of online commentary. The results show that the professionalism of critics, the credibility of websites, the relationship between consumers and websites, the extent of online involvement of consumers directly influence the reputation of online reviews, the strength of online connection between consumers and commenters and the professionalism of consumers The direct impact of online reviews on word-of-mouth influence is insignificant, but influence on the online reviews can be influenced by emotional trust and cognitive trust. The influence of trust on commentators ’professionalism, website credibility, and consumers’ The influence of comment on word-of-mouth influence is quite significant in mediating effect, and the mediating effect is remarkable in the influence of the degree of involvement of consumer network on the impact of online comment on word-of-mouth.