在线评论感知对网站品牌忠诚影响研究--网站品牌关系质量中介作用.pdfVIP

JMS 中国营销科学博士生学术论坛参选论文 在线评论感知对网站品牌忠诚的影响研究 ——网站品牌关系质量的中介作用 王立磊1 2 3 张剑渝 钟帅 1.西南财经大学工商管理学院,在读博士研究生, 电话邮箱：wanglileiyezi@163.com 2.西南财经大学工商管理学院,教授,博士生导师, 电子邮箱：xncdzjy@126.com 3.云南财经大学商学院,讲师博士, 电子邮箱：shuaizhong2009@163.com 摘要：本研究构建了消费者在线评论感知与网站品牌忠诚的关系模型，并引入网站品牌关系质量作 为中介变量。以某大学100名在校大学生为被试对象进行情景实验调查，对回收的94份有效问卷进行可 靠性和有效性分析，并采用方差分析、相关分析及分层回归分析方法检验消费者对在线评论感知的有用 性和可靠性两个维度对品牌忠诚的作用机制。研究结果表明：（1）在线评论有用性和可靠性感知均显著 且正向作用于品牌忠诚；（2 ）在线评论感知通过网站品牌关系质量的中介作用影响网站品牌忠诚，且网 站品牌关系质量具有完全中介的效果。 关键词：在线评论；有用性；可靠性；信任；满意；品牌忠诚 中图分类号：F713.5 文献标识码：A The impact of Consumer’s Perception of Online Reviews on Website Brand Loyalty 1 1 2 Wang Lilei , Zhang Jianyu ,Zhong Shuai (1.School of Business Administration,Southwestern university of finance and economics, Chengdu 611130,China; 2. School of Business Administration,Yunnan University of Finance and Economics,Kunming,650221,China) Abstract: It has received attention from both industry and academia whether or not online reviews information impact on consumers’ brand loyalt for the website. A theoretical model designed to examine the impact of consumer’s perception of online reviews on website brand loyalty,and website brand relationship quality are taken as mediators. With 100 college students as responders, and there are 94 completed responses.Then used the analysis of variance, correlation analysis and hierarchical analysis method to test hypotheses. The results show that: (1) online reviews perceived usefulness and reliability have a significant and positive effect on brand loyalty; (2) website