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网络口碑对消费者购买意愿影响实证研究 被引量:65

An Empirical Study on Internet Word of Mouth Affecting Consumer Purchase Intention
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摘要 从消费者感知的视角,借鉴了TAM理论,构建了网络口碑影响消费者购买意愿的概念模型。模型包括个体差异和消费者感知两个构面,个体差异对消费者感知有影响,并共同影响消费者购买意愿。实证研究表明,关系强度、信任倾向、感知有用性显著正向影响购买意愿;感知风险、感知专业性显著负向影响购买意愿;网络涉入和信任倾向存在正相关关系。
作者 毕继东
出处 《情报杂志》 CSSCI 北大核心 2009年第11期46-51,共6页 Journal of Intelligence
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