基于SEM的网购口碑视角下消费者回购意愿影响机制的实证研究

基于信号理论和理性行为理论,以店铺信誉和在线评论作为前因变量,引入品牌态度作为中介变量,以体验感知作为调节变量,构建网络口碑视角下消费者回购意愿模型。通过SEM分析方法,对各因素关系进行检验。结果表明:店铺综合体验星级、店铺评分、在线评论中的评论形式对品牌态度有正向的作用;体验感知对店铺综合体验星级、店铺评分、评论形式、评论相似度与品牌态度之间的关系有正向的调节作用;品牌态度正向影响回购意愿;在线评论的评论相似度和差评负向影响品牌态度;体验感知负向影响差评与品牌态度的关系。

An Empirical Study on the Influence Mechanism of Consumers' Repurchase Willingness from the Perspective of SEM-based Word-of-Mouth in Online Shopping

Based on signal theory and rational behavior theory, this paper takes store reputation and online commentary as antecedent variables, introduces brand attitude as a mediator variable, and uses consumer experience perception as a moderator to construct a consumer repurchase intention model under the network word of mouth perspective. The relationship between each factor was tested by SEM analysis. The results show that the store''s comprehensive experience star rating, shop rating, and online commentary have a positive effect on brand attitude; experience perception has positive adjustment effect in the relationship between store''s comprehensive experience star rating, shop rating, comment form, comment similarity and brand attitude; brand attitude positively affects the repurchase willingness; online commentary similarity and negative evaluation negatively affect brand attitude; experience perception negative influences the relationship between bad evaluation and brand attitude.