| 张中科,张灿.消费者移动口碑接收意愿及其影响因素研究[J].井冈山大学社科版,2015,(5):55-60 |
| 消费者移动口碑接收意愿及其影响因素研究 |
| An Empirical Study of Consumer's Mobile Word of Mouth Receiving Intention and Influence Factors |
| 投稿时间：2015-06-10 |
| DOI：10.3969/j.issn.1674-8107.2015.05.009 |
| 中文关键词: 经济共和主义 亚当·斯密 经济人假设 公共利益 自利人 |
| 英文关键词: MWOM Trust Perceived Risk self-efficacy |
| 基金项目:国家社科基金项目“消费者移动口碑传播机理研究”(项目编号:13BGL069). |
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| 中文摘要: |
| 随着移动互联网和智能手机的日益成熟, 消费者口碑沟通模式已经发生改变。本研究从移动口碑信息接收者的视角, 在理性行为理论、自我效能理论和信任与感知风险理论基础上, 建立消费者移动口碑接收意愿的影响模型。研究发现自我效能、信任和感知风险对消费者移动口碑接收意愿既有直接影响, 也有通过态度产生的间接影响。自我效能在信任和感知风险通过态度对消费者移动口碑接收意愿产生影响的过程具有调节效应, 其中对信任的调节效应是正向的, 而对感知风险的调节效应是负向的。 |
| 英文摘要: |
| Along with the development of the mobile internet and the smartphone, the model of consumer WOM communication has been radically changed. Based on the Theory of Reasoned Action, the self-efficacy theory and the trust and perceived risk theory, this paper constructs a study model of consumer's mobile WOM receiving intention from the receiver's view. The results show that the self-efficacy, trust and perceived risk exert significant direct and indirect influence on consumer's mobile WOM receiving intention. We also find that the self-efficacy has moderating effect during the process which the trust and perceived risk influence consumer's mobile WOM receiving intention. The moderating effect on the trust is positive, and the moderating effect on the perceived risk is negative. |
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