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清华大学学报(自然科学版)  2018, Vol. 58 Issue (9): 808-813    DOI: 10.16511/j.cnki.qhdxxb.2018.25.036
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电子商务网站社交因素对消费者电子口碑发布动机及意愿的影响
张琳1,2, 闫强2, 刘奕1
1. 清华大学 工程物理系, 公共安全研究院, 北京 100084;
2. 北京邮电大学 经济管理学院, 北京 100876
Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites
ZHANG Lin1,2, YAN Qiang2, LIU Yi1
1. Department of Engineering Physics, Institute of Public Safety Research, Tsinghua University, Beijing 100084, China;
2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
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摘要 研究电子商务网站社交因素对消费者电子口碑发布行为的影响有助于促进产品销售,提升网站的服务质量。该文基于动机理论提出了娱乐放松、自我提升、交流与分享、支持/惩罚商家、改进服务、经济激励等6种常见的消费者电子口碑发布动机,设计调查问卷分析了当前以“关注”“评论”“分享”为代表的功能性电子商务网站社交因素与消费者电子口碑发布动机及意愿三者之间的影响。研究结果表明:电子商务网站社交因素正向影响消费者电子口碑发布动机,并且进一步正向影响消费者电子口碑发布意愿。该文研究结果对描述和预测消费者在线参与电子口碑的行为提供了经验依据,同时对电子商务网站未来的设计运营提出了有效建议。
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张琳
闫强
刘奕
关键词 社交因素电子口碑动机意愿电子商务网站    
Abstract:Social interaction factors affect consumer eWOM behavior and can promote product sales and improve the services of e-commerce websites. This study analyzed 6 kinds of eWOM motivating factors including entertainment, self-enhancement, communication and sharing, supporting or punishing merchants, improving service and economic incentives. A questionnaire was designed to study the relationships among these social interaction factors, the eWOM motivation and the eWOM intention of e-commerce websites. The results show that social interaction factors positively affect eWOM motivation and positively affect eWOM intention. This study provides an empirical basis for describing and predicting consumer online behavior with suggestions for the design and operation of e-commerce websites and review systems.
Key wordssocial interaction factors    eWOM    motivation    intention    e-commerce websites
收稿日期: 2017-12-14      出版日期: 2018-09-19
基金资助:国家自然科学基金资助项目(91646101,71673158,91324022,91646201);国家重点研发计划(2017YFC0803300);教育部人文社会科学研究规划基金(16YJA630063)
通讯作者: 刘奕,副研究员,E-mail:liuyi@tsinghua.edu.cn     E-mail: liuyi@tsinghua.edu.cn
引用本文:   
张琳, 闫强, 刘奕. 电子商务网站社交因素对消费者电子口碑发布动机及意愿的影响[J]. 清华大学学报(自然科学版), 2018, 58(9): 808-813.
ZHANG Lin, YAN Qiang, LIU Yi. Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites. Journal of Tsinghua University(Science and Technology), 2018, 58(9): 808-813.
链接本文:  
http://jst.tsinghuajournals.com/CN/10.16511/j.cnki.qhdxxb.2018.25.036  或          http://jst.tsinghuajournals.com/CN/Y2018/V58/I9/808
  图1 电子商务网站社交因素对消费者电子口碑发布动机及意愿的影响
  表1 各变量组的信度及效度分析结果统计表
  表2 修正模型的标准化路径系数
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