论坛客观性与网络口碑接收者的态度

被引：21

作者：

杜伟强 ^{[1
]}

于春玲 ^{[2
]}

赵平 ^{[2
]}

机构：

[1] 天津师范大学管理学院

[2] 清华大学经济管理学院

来源：

心理学报 | 2011年 / 43卷 / 08期

关键词：

网络口碑; 论坛客观性; 说服知识; 品牌强度;

D O I：

暂无

中图分类号：

B842 [心理过程与心理状态];

学科分类号：

040201 ;

摘要：

研究了论坛客观性如何影响看帖者对帖子所推荐产品的态度,及其影响的内在机制和边界条件。结果表明:当论坛不客观时,看帖者对产品的态度较差,当论坛比较客观时,看帖者对产品的态度较好;说服知识在此过程中起中介作用;品牌强度、看帖者过去对品牌的满意度、跟帖者与楼主的熟悉程度会调节论坛客观性对看帖者态度的影响,当品牌强度相对较弱、看帖者过去对品牌相对不满意、跟帖者与楼主不熟悉或跟帖者与楼主的意见不完全一致时,论坛客观性显著影响看帖者的态度。

引用

页码：953 / 963

页数：11

共 26 条

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