在线口碑、感知创新性和新产品购买意愿的关系研究
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摘要
随着网络购物和社交媒体的兴起和发展，大量用户生成的在线口碑影响着消费者的购买行为。本研究基于技术接受模型、归因理论和精细加工可能性模型，从消费者视角深入了分析了在线口碑对新产品购买意愿的作用机制，并在此基础上考察感知创新性的中介作用。本研究以收集的 408份数据为样本，运用结构方程模型对所提假设进行实证检验。结果表明：在线口碑对消费者感知创新性和购买意愿都存在显著正向影响；感知创新性在在线口碑影响新产品购买意愿的关系中起部分中介作用。本研究提出并验证了在线口碑通过感知创新性影响新产品购买意愿的假设。最后本研究给出了所建模型在理论和实践方面的贡献及未来的研究方向。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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