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产品涉入调节下的口碑传播对消费者品牌转换意愿影响研究 被引量：3

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摘要 本文探讨了口碑信息各变量和产品涉入对消费者品牌转换意愿的影响,以及产品涉入的调节效应。研究发现产品涉入和口碑信息各变量对消费者品牌转换意愿均有正向显著影响。其中客观事实型对消费者品牌转换意愿的影响最大。调节作用分析表明客观事实型对消费者品牌转换意愿的影响受到产品涉入调节作用的影响。论文最后探讨了这些结论在管理上的应用。
作者 张中科 王春和
机构地区 中国人民大学商学院 河北经贸大学工商管理学院
出处 《消费经济》 CSSCI 北大核心 2009年第3期47-50,共4页 Consumer Economics
基金 河北省社会科学基金项目(HB08BYJ016)
关键词 口碑传播 品牌转换 产品涉入
分类号 F713.55 [经济管理—市场营销]
作者简介 张中科（1970-），男，河北定州人，中国人民大学商学院博士研究生，河北经贸大学讲师； 王春和（1962-），男，河北石家庄人，河北经贸大学工商管理学院教授、院长、博士。
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参考文献16

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二级参考文献21

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共引文献72

同被引文献52

  • 1温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2):268-274. 被引量：3275
  • 2郭国庆,杨学成,张杨.口碑传播对消费者态度的影响:一个理论模型[J].管理评论,2007,19(3):20-26. 被引量：101
  • 3金立印.网络口碑信息对消费者购买决策的影响：一个实验研究[J].经济管理,2007,33(22):36-42. 被引量：223
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  • 7Lin,Fang.The Effects of Perceived Risk on the Word-of-mouth CommunicationDyad. Social Behavior and Personality . 2006
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  • 9Park,D.H,S Kim.The Effects of Consumer Knowledge on MessageProcessing of Electronic Word-of-mouth Via Online Consumer Reviews. Electronic CommerceResearch and Applications . 2008
  • 10Wangenheim,F.V,T.Bayon.The Effect of Word of Mouth on ServicesSwitching. European Journal of Marketing . 2004

二级引证文献7

消费经济
2009年 第3期

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