负面网络口碑对农产品品牌转换行为的影响
发布时间：2019-01-02 11:37
【摘要】：随着农产品交易平台的网络化,网络口碑逐渐成为除农产品产地之外的影响消费者品牌选择的重要因素。笔者以负面网络口碑为出发点,研究影响消费者农产品品牌转换行为的因素。结果表明:发送者专业性、接收者专业性、信息特征及网站可信度对消费者品牌转换行为有显著影响。
[Abstract]:With the networking of agricultural products trading platform, network word-of-mouth (WOM) has gradually become an important factor that influences consumer brand selection except for agricultural production area. Based on negative internet word-of-mouth, the author studies the factors that affect the brand switching behavior of consumer agricultural products. The results show that the professionalism of the sender, the professionalism of the receiver, the information characteristics and the credibility of the website have a significant impact on the brand switching behavior of consumers.
【作者单位】： 西安外国语大学商学院;
【基金】：陕西省高等教育教学改革研究项目(15BY69)
【分类号】：F323.5;F713.55
[Abstract]:With the networking of agricultural products trading platform, network word-of-mouth (WOM) has gradually become an important factor that influences consumer brand selection except for agricultural production area. Based on negative internet word-of-mouth, the author studies the factors that affect the brand switching behavior of consumer agricultural products. The results show that the professionalism of the sender, the professionalism of the receiver, the information characteristics and the credibility of the website have a significant impact on the brand switching behavior of consumers.
【作者单位】： 西安外国语大学商学院;
【基金】：陕西省高等教育教学改革研究项目(15BY69)
【分类号】：F323.5;F713.55
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