虚拟社会资本、网络口碑与购买行为

被引：8

作者：

杨爽

周星

机构：

[1] 厦门大学管理学院

来源：

经济与管理研究 | 2011年 / 06期

关键词：

虚拟社会资本; 网络口碑; 购买行为; 虚拟社区;

D O I：

10.13502/j.cnki.issn1000-7636.2011.06.011

中图分类号：

F49 [信息产业经济]; F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

网络口碑以新型的传播方式,对消费者的购买行为日趋重要。虚拟社区成为口碑传播的一种重要的媒介环境,本文从虚拟社会资本的视角,探讨口碑影响力的内在机理。理论假设虚拟社会资本中结构维度、认知维度和关系维度通过对口碑搜寻主动性和信息价值的影响,作用于消费者的购买行为。实证分析基本验证了研究假设,为虚拟社区的运营管理和企业的口碑营销提供一些启示。

引用

页码：109 / 115

页数：7

共 14 条

[1] Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets [J].

Forman, Chris ;

Ghose, Anindya ;

Wiesenfeld, Batia .

INFORMATION SYSTEMS RESEARCH, 2008, 19 (03) :291-313

[2] Social Capital Production in a Virtual P3 Community [J].

Mathwick, Charla ;

Wiertz, Caroline ;

De Ruyter, Ko .

JOURNAL OF CONSUMER RESEARCH, 2008, 34 (06) :832-849

[3] The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement [J].

Park, Do-Hyung ;

Lee, Jumin ;

Han, Ingoo .

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 2007, 11 (04) :125-148

[4]

Word of mouth communication within online communities: Conceptualizing the online social network.[J].Jo Brown;Amanda J. Broderick;Nick Lee.Journal of Interactive Marketing.2007, 3

[5] The effect of word of mouth on sales: Online book reviews [J].

Chevalier, Judith A. ;

Mayzlin, Dina .

JOURNAL OF MARKETING RESEARCH, 2006, 43 (03) :345-354

[6] A social influence model of consumer participation in network- and small-group-based virtual communities [J].

Dholakia, UM ;

Bagozzi, RP ;

Pearo, LK .

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2004, 21 (03) :241-263

[7]

Some antecedents and effects of trust in virtual communities.[J].Catherine M Ridings;David Gefen;Bay Arinze.Journal of Strategic Information Systems.2002, 3

[8] Social capital, intellectual capital, and the organizational advantage [J].

Nahapiet, J ;

Ghoshal, S .

ACADEMY OF MANAGEMENT REVIEW, 1998, 23 (02) :242-266

[9] PURCHASING BEHAVIOR IN EMBEDDED MARKETS [J].

FRENZEN, JK ;

DAVIS, HL .

JOURNAL OF CONSUMER RESEARCH, 1990, 17 (01) :1-12

[10] SOCIAL TIES AND WORD-OF-MOUTH REFERRAL BEHAVIOR [J].

BROWN, JJ ;

REINGEN, PH .

JOURNAL OF CONSUMER RESEARCH, 1987, 14 (03) :350-362

← 1 2 →