| 消费者在线评论可信度的影响因素研究 |
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| 引用本文： | 郭国庆,陈凯,何飞.消费者在线评论可信度的影响因素研究[J].地质技术经济管理,2010(10):17-23. |
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| 作者姓名： | 郭国庆 陈凯 何飞 |
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| 作者单位： | [1]中国人民大学商学院,北京100872 [2]北京林业大学经济管理学院,北京100083 [3]中国光大银行北京分行,北京100032 |
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| 基金项目： | 国家自然科学基金（70772090和70972133）资助 |
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| 摘 要： | 将传播学领域考察媒体可信度的霍夫兰德传播说服模型引入在线评论可信度研究,从信源、信息内容、接收者三个角度,在对现有研究梳理和总结的基础上,结合消费者在线评论的特点加入社会影响因素,提出了在线评论可信度影响因素模型,并以第三方评论网站为例,通过实证研究的方式,系统考察了消费者在线评论的可信度影响因素。同时讨论了该研究的局限性、对于管理实践的启示及未来研究方向。
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| 关 键 词： | 网络口碑 在线评论 感知可信度 |
An Empirical Study on the Influence of Perceived Credibility of Online Consumer Reviews |
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| Guo Guoqing,Chen Kai,He Fei.An Empirical Study on the Influence of Perceived Credibility of Online Consumer Reviews[J].Geological Technoeconomic Management,2010(10):17-23. |
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| Authors: | Guo Guoqing Chen Kai He Fei |
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| Institution: | 1.Renmin University of China,,School of Business,Beijing 100872,China;2.Beijing Forestry University,School of Economics and Management,Beijing 100083,China;3.China Everbright Bank Beijing Branch,Beijing 100032,China) |
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| Abstract: | Based on the Yale Model of Persuasion,including source factors,message factors,receiver factors,and social influence factors,a research model of perceived credibility of online consumer was constructed by literature review and theory analysis,and was tested using an online questionnaire that was distributed to users of nine famous online review sites.Based on results of the study,several managerial advices and future research were proposed. |
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| Keywords: | internet word-of-mouth online consumer reviews perceived credibility |
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