虚拟社区、在线口碑与消费者行为.docVIP

虚拟社区、在线口碑与消费者行为 摘要：随着电子商务的发展，虚拟社区成为消费者分享个体购物经验、消费体验和沟通信息的重要场所，消费者在购物时也将虚拟社区中的口碑信息作为重要参考依据。本文在对国内外相关文献的研究基础上，构建出在线口碑对消费者行为的影响因素模型，并运用因子分析法对假设的模型进行了修正，发现口碑信息源因素、口碑信息传播方向因素、社区成员自身因素、社区成员互动因素和产品因素，在网络口碑对虚拟社区成员消费行为的影响过程中起了很大作用；企业若要利用好口碑信息就应提供充足的口碑信息，增加信息的可信度，提高在线口碑作为反馈机制的效益，提高在线口碑的间接收益，并掌握处理负面口碑的应急之策。 关键词：虚拟社区；在线口碑；影响因素；因子分析 中图分类号：f279.14 文献标识码：a virtual community ,online word-of-mouth and consumers′ behavior wang jia （art and communication college, china jiliang university,hangzhou 310018,china） abstract:with the development of e-commerce, virtual community becomes an important channel for consumers to share their shopping and consuming experience. more and more consumers are inclined to take online word-of-mouth of products or service in virtual community as reference information for their online shopping . based on relevant research and literatures in china and oversea, this paper sets up a hypothetical model taking online word-of-mouth as an influential factor and modifies the model with factor analysis methodology. based on all these research, the paper finds that there are five influential factors that play important role during the process of consumer′s behavior being affected by online word-of-mouth ,which are information resources, information communication direction, members′ qualification in virtual community, interaction among members in virtual community and products quality for sale. if enterprises aim to leverage online word-of-mouth, they need to offer sufficient online message, enhance information credibility, increase indirect return of online word-of-mouth and fully prepare to handle crisis while facing negative online message. key words:virtual community; online word-of-mouth；influencial factor；factor analysis 作为新兴的网络平台，虚拟社区在聚集人气、传递信息方面的力量不容小觑。随着电子商务的发展，虚拟社区更是成为消费者分享个体购物经验、消费体验和沟通信息的重要场所，借助各类搜索工具，消费者不仅可以轻松获得产品和服务的评价信息，也可以方便自由地发表自己的相关体验，形成网络口碑。据美国jupiter research公司的调查显示，消费者往往对那些允许发表产品评论的品牌更为信任，77%的网民在线购买商品前，会参考网上其他人所写的产品评论；超过90%的大公司相信，用户推荐和网民意见在影响用