| 虚拟社区中推荐者特征对推荐效果的影响 |
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| 引用本文： | 汪涛,李燕萍. 虚拟社区中推荐者特征对推荐效果的影响[J]. 商业经济与管理, 2007, 0(11): 50-55,80 |
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| 作者姓名： | 汪涛 李燕萍 |
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| 作者单位： | 武汉大学,经济与管理学院,湖北,武汉,430072 |
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| 摘 要： | 本文以虚拟社区中的参与者为研究对象，通过定量研究探讨了虚拟社区中推荐者的特征——关系强度和感知专业性，是如何影响推荐的效果的，即对购买决策的影响。我们发现关系强度和感知专业性是通过信任这一中介作用于推荐对购买决策的影响的，同时产品涉入在其中起调节作用。
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| 关 键 词： | 感知专业性 关系强度 信任 产品涉入 |
| 文章编号： | 1000-2154（2007）11-0050-06 |
| 修稿时间： | 2007-06-05 |
The research on referral''''s influence on consumers'''' purchase decision in virtual community |
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| WANG Tao,LI Yan-ping. The research on referral''''s influence on consumers'''' purchase decision in virtual community[J]. Business Economics and Administration, 2007, 0(11): 50-55,80 |
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| Authors: | WANG Tao LI Yan-ping |
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| Affiliation: | Economics and Management School, Wuhan University, Wuhan 430072, China |
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| Abstract: | This paper aims to the participants in virtual community.Through questionnaire investigation we indicate how referrer's characteristics(tie strength and perceived expertise) influence consumers' attitude to referral and so does consumers' purchase decision in virtual community.We find that trust is the central construct that bridges tie strength,perceived expertise and purchase decision.We also find that product involvement is a variable which mediates trust and purchase decision. |
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| Keywords: | perceived expertise tie strength trust product involvement |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
