摘要
为探究服装社交电商网络口碑、感知风险、感知价值与消费者购买意愿间的关系,并为社交电商平台服装商家口碑营销提供切实可行建议。结合已有文献,确定出服装社交电商网络口碑的5个维度,构建了服装社交电商网络口碑、感知风险、感知价值与消费者购买意愿间的研究模型,根据调研数据采用多元回归分析的方法,实证检验四者间影响关系。得出结论:服装社交电商网络口碑的口碑来源、口碑质量、口碑效价、口碑时效性以及口碑数量均对消费者购买意愿有显著正向影响;感知风险在口碑数量与消费者购买意愿间起部分中介作用,其余均为完全中介作用;感知价值在服装社交电商网络口碑与消费者购买意愿间起完全中介作用。根据研究结果为社交电商平台服装企业进行口碑营销提供相关对策建议。
In order to explore the relationship between clothing social e-commerce network word-of-mouth, perceived risk, perceived value and consumers’ purchase intention, and provide practical suggestions for social e-commerce platform clothing merchants’ word-of-mouth mar-keting, based on the existing literature, five dimensions of online word-of-mouth of clothing social e-commerce are determined, and a research model between online word-of-mouth, perceived risk, perceived value and consumers’ purchase intention is constructed. According to the survey data, multiple regression analysis is used to empirically test the relationship between the four. It is concluded that the source of word-of-mouth, the quality of word-of-mouth, the valence of word-of-mouth, the timeliness of word-of-mouth and the number of word-of-mouth have a significant positive impact on consumer purchase intention;perceived risk plays a partial mediating role between the number of word-of-mouth and consumers’ purchase intention, and the rest are full mediating roles. Perceived value plays a complete mediating role between online word-of-mouth and consumers’ purchase intention. According to the research results, it provides relevant countermeasures and suggestions for social e-commerce platform clothing enterprises to carry out word-of-mouth marketing.
出处
《运筹与模糊学》
2023年第2期1094-1105,共12页
Operations Research and Fuzziology
