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基于ELM的网络口碑影响力实证研究

发表时间:2014-05-31  浏览量:1647  下载量:690
全部作者: 于长锐,罗艳
作者单位: 上海财经大学信息管理与工程学院;上海大学悉尼工商学院
摘 要: 从网络口碑的信息质量视角出发,引入精细加工可能性模型(elaboration likelihood model,ELM),设计研究框架,分析了网络环境中口碑信息质量与来源可信性、涉入程度等要素在网络口碑传播过程中对消费者购买决策的影响及其交互作用,利用ANOVA因素方差分析方法对数据进行统计分析。结果发现,口碑信息质量对高涉入度信息接收者的影响大于其对低涉入度信息接收者的影响;信息来源可信性对低涉入度信息接收者的影响大于其对高涉入度信息接收者的影响;网络环境下,不管涉入程度如何,口碑信息质量对消费者购买决策的影响都大于信息来源可信性对消费者购买行为决策的影响。
关 键 词: 企业管理;网络口碑;口碑信息质量;来源可信性;涉入程度;精细加工可能性模型
Title: An empirical research on impact of online word-of-mouth based on ELM
Author: YU Changrui, LUO Yan
Organization: School of Information Management and Engineering, Shanghai University of Finance and Economics; SHU-UTS SILC Business School, Shanghai University
Abstract: From the view of information quality of online word-of-mouth, the paper designs a research framework based on the elaboration likelihood model (ELM), analyzes the impact of the multi-elements including the quality and source credibility of online word-of-mouth information and involvement levels on consumer purchasing decisions, and implies the approaches of ANOVA and two-factor analysis to verify the research conclusions. Empirical analysis indicates that the higher the information quality and information source credibility are, the greater the word-of-mouth impact is. Furthermore, information source credibility has a greater impact on high involvement environment than that low involvement environment. In addition, information quality has a greater impact on consumer purchasing decision involvement environment than information source credibility.
Key words: business management; online word-of-mouth; information quality of word-of-mouth; source credibility; involvement level; elaboration likelihood model
发表期数: 2014年5月第10期
引用格式: 于长锐,罗艳. 基于ELM的网络口碑影响力实证研究[J]. 中国科技论文在线精品论文,2014,7(10):924-933.
 
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