电子口碑平台对感知可信度及购买意愿的影响

验证电商网站和社交媒体这两类典型的不同口碑发布平台之间的差异性因素对消费者决策的影响机理，采用实证研究方法，设计4种场景的问卷进行数据收集，使用SmartPLS 2.0软件中的偏最小二乘法计算潜变量之间的路径系数及其显著性。研究结果表明:社交媒体中用户关系强度和社会线索数量均高于电商网站；社交媒体中关系强度和社会线索数量对感知可信度有显著正向影响，感知可信度进一步正向影响购买意愿；对于低风险产品，电商网站中的口碑信息具有更高的感知可信度。因此电商网站可以增加交互功能来提升评论发布者和潜在消费者之间的沟通，同时电商网站可以通过与社交媒体合作来促进优质口碑信息的传播和扩散，进而提高产品销量。

The Effects of EWOM Platform on Perceived Credibility and Purchase Intention

Many prior studies have indicated that Electronic word-of-mouth(eWOM)as an important information source influences consumers'' attitudes towards products and their purchase intentions. However, there is little study investigating the distinctions between different eWOM platforms and their impacts on consumers'' decision-making. The influence of different features between e-commerce eWOM(EC-eWOM)and social media eWOM(SM-eWOM)on consumers'' perceived eWOM credibility was verified. A mixed design of experiment for 2(eWOM platforms)×2(product-related risks) conditions and a questionnaire survey were applied to investigate the question. Software SmartPLS 2.0 was used to calculate the path coefficient and the significance of latent variables. The results indicated that both tie strength and volume of social cues in social media were greater than those in e-commerce websites. For social media, tie strength between eWOM publishers and recipients and the volume of social cues positively influenced perceived eWOM credibility. Perceived eWOM credibility positively influenced the purchase intention. For products with low risks, EC-eWOM was perceived to be more credible. Thus, e-commerce website designers should add interactive functions to the product comment area to enhance communications between reviewers and potential consumers, and they can cooperate with social media managers to encourage consumers to share their shopping experiences and product information on social media.