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, 闫强, 刘奕

清华大学学报（自然科学版） ›› 2018, Vol. 58 ›› Issue (9) : 808-813.

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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
作者信息 +

Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites

  • ZHANG Lin1,2, YAN Qiang2, LIU Yi1
Author information +
文章历史 +

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。

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.

关键词

社交因素 / 电子口碑 / 动机 / 意愿 / 电子商务网站

Key words

social interaction factors / eWOM / motivation / intention / e-commerce websites

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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 https://doi.org/10.16511/j.cnki.qhdxxb.2018.25.036
ZHANG Lin, YAN Qiang, LIU Yi. Effects of social interaction factors on a consumers' eWOM motivation and intention in e-commerce websites[J]. Journal of Tsinghua University(Science and Technology). 2018, 58(9): 808-813 https://doi.org/10.16511/j.cnki.qhdxxb.2018.25.036

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基金

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）

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