图书情报工作 ›› 2018, Vol. 62 ›› Issue (2): 117-126.DOI: 10.13266/j.issn.0252-3116.2018.02.016

• 情报研究 • 上一篇    下一篇

网络口碑对消费者图书购买意愿的影响效应研究

杨华1, 孙宝凤2, 林天雪1, 齐莹1, 谷海霞1   

  1. 1. 吉林大学管理学院 长春 130022;
    2. 吉林大学交通学院 长春 130022
  • 收稿日期:2017-09-02 修回日期:2017-11-11 出版日期:2018-01-20 发布日期:2018-01-20
  • 通讯作者: 孙宝凤(ORCID:0000-0002-9030-5523),物流研究所所长,教授,博士,通讯作者,E-mail:sunbf@jlu.edu.cn
  • 作者简介:杨华(ORCID:0000-0001-9571-5583),讲师,博士;林天雪(ORCID:0000-0001-9014-4929),本科生;齐莹(ORCID:0000-0002-8347-3959),硕士研究生;谷海霞(ORCID:0000-0002-9475-1141),本科生。
  • 基金资助:
    本文系国家自然科学基金项目"移动社交网络用户参与动机与网络互动机理研究——基于用户感知的调和作用"(项目编号:71501081)研究成果之一。

The Effect of Electronic Word-of-Mouth on Consumer's Book Purchase Intention

Yang Hua1, Sun Baofeng2, Lin Tianxue1, Qi Ying1, Gu Haixia1   

  1. 1. School of Management, Jilin University, Changchun 130022;
    2. School of Transportation, Jilin University, Changchun 130022
  • Received:2017-09-02 Revised:2017-11-11 Online:2018-01-20 Published:2018-01-20

摘要: [目的/意义]以传播渠道为调节变量,探究网络口碑的传播者特性和传播内容特性对消费者图书购买意愿的影响机理,为图书出版行业相关主体进行口碑营销提供参考借鉴。[方法/过程]基于信息传播理论,以传播渠道为调节变量,构建网络口碑对消费者图书购买意愿影响的理论模型。通过问卷调查收集数据,使用回归分析方法厘清网络口碑与消费者图书购买意愿的关系,并实证检验相关因素的影响效应。[结果/结论]传播内容(信息)特性对消费者图书购买意愿具有直接的显著影响。传播者(信源)特性既存在对购买意愿的直接显著影响,也存在以传播内容特性为中介的间接显著影响。传播渠道(信道)的调节效应显著,其中对传播者特性与购买意愿的调节中,文化推广式平台的调节效应最大,其次为营销式平台,自由讨论式平台最小;对传播内容与购买意愿的调节中,文化推广式平台的调节效应仍然最大,自由讨论式平台略低,而营销式平台最小。最后,从传播内容的设计、名人效应的发挥和营销平台的选择与建设3个方面分别提出了建议。

关键词: 网络口碑, 购买意愿, 图书, 口碑营销, 传播渠道

Abstract: [Purpose/significance] Based on the diffusing channel as moderator variable, the influence mechanism of the diffuser's characteristics and diffusing content of electronic word of mouth (eWOM) on consumer's book purchase intention is studied, which will provide reference for eWOM marketing in book publishing industry.[Method/process]According to information diffusing theory, the theoretical model of eWOM on consumer's book purchase intention is built with the diffusing channel as the moderator variable.The diffusing channel is divided into three types which are cultural promotion, marketing and free discussion platform. The data were collected by questionnaire. The relation between eWOM and consumer's purchase intention was clarified by means of regression analysis, and the influential effect of related factors were empirically tested.[Result/conclusion]The diffusing content (information) has significant direct impact on consumer's book purchase intention. The diffuser's (information source) characteristic has both significant direct impact on purchase intention, and indirect impact with content as the intermediary variable. The diffusing channel (information channel) has significant moderating effect. Between the diffuser's characteristic and purchase intention,cultural promotion platform has the biggest moderating effect. Marketing platform is the second, while free discussion platform is the smallest. Between diffusing content and purchase intention, cultural promotion platform still has the biggest moderating effect.Forum platform is slightly smaller, while marketing platform is the smallest. Finally, suggestions are put forward from three aspects of diffusing content design, celebrity effect exertion and selection and construction of marketing platform.

Key words: electronic word of mouth(eWOM), purchase intention, book, word of mouth marketing, diffusing channel

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