| 网络商店的在线口碑传播:信任的中介及性别的调节作用 |
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| 引用本文： | 温飞,沙振权. 网络商店的在线口碑传播:信任的中介及性别的调节作用[J]. 管理评论, 2011, 0(11) |
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| 作者姓名： | 温飞 沙振权 |
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| 作者单位： | 华南理工大学工商管理学院; |
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| 基金项目： | 国家社会科学基金项目(11BGL036) |
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| 摘 要： | 论文通过研究消费者关于网络商店商品价值和商业政策的感知对其信任及在线口碑传播的影响,并以信任-承诺理论为基础,探讨消费者的信任在感知价值、商业政策与在线口碑传播之间的中介作用。另外还探讨了不同性别消费者的信任对在线口碑传播影响的差异。实证研究结果表明,感知价值、商业政策有助于提升消费者对网络商店的信任,从而形成在线口碑传播,而信任在感知价值、商业政策与在线口碑之间起着完全中介作用。结果还显示性别对于信任与在线口碑传播之间关系的调节作用,男性消费者的信任对其在线口碑传播比女性具有更强的影响。
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| 关 键 词： | 在线口碑传播 信任 感知价值 商业政策 |
How to Build eWOM of Online Store: Mediation of Trust and Moderation of Gender |
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| Wen Fei , Sha Zhenquan. How to Build eWOM of Online Store: Mediation of Trust and Moderation of Gender[J]. Management Review, 2011, 0(11) |
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| Authors: | Wen Fei Sha Zhenquan |
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| Affiliation: | Wen Fei and Sha Zhenquan(School of Business Administration,South China University of Technology,Guangzhou 510640) |
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| Abstract: | This paper studies the impact of consumers' online store perceived value and business policy on trust and eWOM.And based on the theory of consumer-trust,it discusses the influence from consumers' perceive value and business policy to eWOM through trust.This paper also researches on the difference in various influences of consumers' trust on eWOM under different gender.The results show that perceived value,business policy will help promote eWOM through enhancing consumers' trust,trust plays a full mediating ... |
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| Keywords: | eWOM trust perceived value business policy |
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