中国情境下口碑传播对农村居民购买决策影响的实证分析

口碑传播作为我国农村居民在生活中传播信息内容最丰富、最受信任的沟通方式,极大地影响着农村消费者的购买选择。本文从口碑传受双方特征、口碑信息类型与农村居民购买决策之间的关系入手,得出传播者专业能力对口碑在农村消费群体中传播效果的影响最大,意见领袖居其次,感知风险、关系强度和口碑信息类型也发挥着不同程度的影响,且产品类别的调节作用显著。这说明企业要想提高自身在农村市场的竞争力,积极开展口碑营销是行之有效的途径,应不遗余力地从各方面着手与农村居民建立联系,针对不同产品类别加强口碑管理。

Empirical Analysis on the Effects of Word-of-mouth Communication on the Purchase Decisions of Rural Residents in China's Context

Word-of-mouth communication,regarded as the most widely used and fully trusted communicational tool in rural area,exerts influence on purchase choices of rural residents.This paper studies the impacts of the characteristics of word-of-mouth communicators,receivers and word-of-mouth information type on the purchase decisions of rural residents.The results show that,(1) the expertise of word-of-mouth communicator exerts the highest influence on the communication effect among rural consumers;(2) opinion leader...