社会化商务中网络口碑对消费者购买意向的影响:情感反应的中介作用和好奇心的调节作用

发布时间：2018-05-19 14:31

本文选题：社会化商务 + 网络口碑　；参考：《管理工程学报》2017年04期

【摘要】：本文基于"刺激-有机体-反应"(Stimulus-Organism-Response,S-O-R)模型和精细加工可能性模型(Elaboration Likelihood Model,ELM),考察了社会化商务中网络口碑的论据质量和信息源可靠性对消费者购买意向的影响,尤其是论据强度和信息源活跃度的作用,并挖掘了认知反应,特别是情感反应在该过程中扮演的重要角色,以及"兴趣型-好奇心"和"绩效型-好奇心"分别对情感反应和认知反应与消费者购买意关系的调节作用。通过问卷调查收集631份有效数据,采用结构方程进行分析。结果显示,论据效价和信息源活跃度显著增强消费者的情感反应,论据强度、信息源能力、信息源可信度和信息源活跃度显著增强消费者的认知反应。消费者的购买意向受情感反应和认知反应的共同影响,且在认知反应与购买意向的关系中,情感反应起部分中介作用。同时,"兴趣型-好奇心"和"绩效型-好奇心"分别正向调节情感反应和认知反应与消费者购买意向的关系。
[Abstract]:Based on the Stimulus-Organism-Response S-O-R) model and the elaboration Likelihood Model-ELMU model, this paper investigates the influence of the quality of online word-of-mouth and the reliability of information sources on consumers' purchase intention in social commerce. In particular, the effects of the strength of arguments and the activity of information sources, and the important role played by cognitive responses, especially emotional responses, in the process, And the effects of "interest-curiosity" and "performance-curiosity" on the relationship between emotional response and cognitive response and consumer purchase intention respectively. Through questionnaire survey, 631 valid data were collected and analyzed by structural equation. The results showed that the value of argument and the activity of information sources significantly enhanced the emotional response of consumers, and the strength of arguments, the ability of information sources, the credibility of information sources and the activity of information sources significantly enhanced the cognitive responses of consumers. Consumer's purchase intention is influenced by both emotional response and cognitive response, and emotional response plays a part of intermediary role in the relationship between cognitive response and purchase intention. At the same time, "interest-curiosity" and "performance-curiosity" positively regulate the relationship between emotional response and cognitive response and consumer purchase intention, respectively.
【作者单位】：大连理工大学管理与经济学部;
【基金】：国家自然科学基金重点资助项目(71431002)
【分类号】：F713.55;F724.6

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