网络商店的在线口碑传播：信任的中介及性别的调节作用

网络商店的在线口碑传播信任的中介及性别的调节作用研究背景•1、随着电子技术的进步，网上购物逐渐兴起•2、网络和信息技术的发展也使得消费者之间信息交流愈加频繁，形成网络口碑•3、网络口碑和线下口碑一样，同样是消费者的重要行为，并被作为一种营销工具运用•4、顾客开始追求心理感知和体验•5、虚拟零售商的先天属性导致顾客对其商业政策的关注•6、过往的研究欠缺对消费者口碑传播影响机制的研究论文目标•1、通过实证研究，探讨商品感知价值和商业政策感知对在线口碑传播的影响机制，并探讨信任在其中可能起到的中介作用•2、探讨信任对在线口碑影响中不同性别的差异，深入认识信任对在线口碑的影响以及消费者进行口碑传播的动因研究框架•调研对象：具有网络购物经验的普通消费者•初始影响因素：感知价值和商业政策•中介变量：信任•结果变量：在线口碑传播调节变量：性别变量的定义•感知价值：消费者考虑了各种因素后对商品的综合评价•商业政策：商品或服务交换中的网络商家的安全交易政策•信任：消费者对企业或品牌感觉到的可靠和友善•性别：不同性别的消费者在消费心理和行为上具有的差别•在线口碑传播：是消费者无偿向他人对企业或者商店业务的正面的宣传，以及进行的赞扬和推荐变量的可操作化•感知价值：Eggert和Ulaga【34】的研究中的感知价值量表•商业政策：Kovar【35】等的研究中的商业政策量表•信任：McKnight【36】等的研究中的信任量表•在线口碑传播：陈明亮和章晶晶【13】的研究中的网络口碑传播量表参考文献列表[1]宋亦平,王晓艳,许云莲.网上商店形象对网上购物者商店忠诚度的影响[J].管理评论,2006,18(11):31-38[2]SrinivasanS.S.,AndersonR.,PonnavoluK.CustomerLoyaltyinE-commerce:AnExplorationofItsAntecedentsandConse－MANAGEMENTREVIEWVol.23No.11（2011）quences[J].JournalofRetailing,2002,78:41-50[3]BrownT.J.,BarryT.E.,DacinP.A.,GunstRF.SpreadingtheWord:InvestigatingAntecedentsofConsumers’PositiveWordof-MouthIntentionsandBehaviorsinaRetailingContext[J].JournaloftheAcademyofMarketing,2005,33(2):123-138参考文献列表[4]GefenD.,KarahannaE.,StraubD.W.TrustandTAMinOnlineShopping:AnIntegratedModel[J].ManagementInformationSystemsQuarterly,2003,27(1):51-90[5]SalisburyW.D.,PearsonR.A.,PearsonA.W.,MillerD.W.PerceivedSecurityandWorldWideWeb[6]WangY.D.,EmurianH.H.AnOverviewofOnlineTrust:Concepts,ElementsandImplications[J].ComputersinHumanBehavior,[7]ChevalierJ.A.,MayzlinD.TheEffectofWord-of-MouthonSales:OnlineBookReviews[J].JournalofMarketingResearch,参考文献列表[8]RyuG.,FeickL.APennyforYourThoughts:ReferralRewardProgramsandReferralLikelihood[J].JournalofMarketing,2007,71(1):84-94[9]KilbourneW.,WeeksS.ASocioeconomicPerspectiveonGenderBiasinTechnology[J].JournalofSocio-Economics,1997,26(1):243-260[10]BansalH.S.,VoyerP.A.WordofMouthProcesseswithinaServicesPurchaseDecisionContext[J].JournalofServiceResearch,2000,3(2):166-177[11]KatonaG.,MuellerE.AStudyofPurchasingDecisionsinConsumerBehavior:TheDynamicsofConsumerReaction[M].NewYork:NewYorkUniversityPress,1955参考文献列表[12]GoldsmithR.E.ElectronicWord-of-Mouth.InKhosrow-PourM(Ed.)EncyclopediaofE-Commerce,E-GovernmentandMobileCommerce[M].HersheyPA:IdeaGroupPublishing,2006[13]陈明亮,章晶晶.网络口碑再传播意愿影响因素的实证研究[J].浙江大学学报(人文社会科学版),2008,38(5):127-135[14]WhitmanJ.LessonsLearned:NewDot-ComsSeekAttentionCheaply[N].TheWallStreetJournal,2006-2-13[15]ZeithamlV.A.ConsumerPerceptionsofPrice,QualityandValue:AMeans-EndModelandSynthesisofEvidence[J].JournalofMarketing,1988,52(3):2-22参考文献列表[16]Holbrook,M.B.TheNatureofCustomerValue:AnAxiologyofServices.inRolandRust,RichardOliver(Eds)TheConsumptionExperience,inServiceQuality:NewDirectionsinTheoryandPractice[M].ThousandOaks,CA:SagePublications,1994[17]DoneyP.M.,CannonJ.P.AnExaminationoftheNatureofTrustinBuyer-SellerRelationships[J].JournalMarketing,1997,61(2):35-51[18]BoveL.L.,JohnsonL.W.ACustomer-serviceWorkerRelationshipModel[J].InternationalJournalofServiceIndustryManagement,2000,11(5):491-511[19]SirdeshmukhD.,SinghJ.,SabolB.ConsumerTrust,Value,andLoyaltyinRelationalExchanges[J].JournalofMarketing,参考文献列表[20]HarrisL.C.,GoodeM.M.H.TheFourLevelsofLoyaltyandthePivotalRoleofTrust:AStudyofOnlineServiceDynamics[J].JournalofRetailing,2004,80(2):139-158[21]陈明亮.客户忠诚决定因素实证研究[J].管理科学学报,2003,6(5):72-78[22]KimeryK.M.,McCordM.ThirdPartyAssurances:MappingtheRoadtoTrustinE-Retailing[J].JournalofInformationTechnologyTheoryandApplication,2002,4(2):63-82[23]RanganathanC.,GanapathyS.KeyDimensionsofBusiness-to-consumerWebSites[J].Information&Management,2002,39(6):457-465参考文献列表[24]VandenPoelD.,LeunisJ.ConsumerAcceptanceoftheInternetasaChannelofDistribution[J].JournalofBusinessResearch,1999,45(3):249-256[25]RobertsonT.S.HowtoReduceMarketPenetrationCycleTimes[J].SloanManagementReview,1993,35(1):87-96[26]MorganR.M.,HuntS.D.TheCommitment-TrustTheoryofRelationshipMarketing[J].JournalofMarketing,1994,58(3):20-38[27]DeWittT.,NguyenD.T.,MarshallR.ExploringCustomerLoyaltyFollowingServiceRecovery[J].JournalofServiceResearch,2008,10(3):269-281参考文献列表[28]SichtmannC.AnAnalysisofAntecedentsandConsequencesofTrustinaCorporateBrand[J].EuropeanJournalofMarketing,[29]ChaudhuriA.,HolbrookM.B.TheChainofEffectsfromBrandTrustandBrandAffecttoBrandPerformance:TheRoleofBrandLoyalty[J].JournalofMarketing,2001,65(2):81-93[30]DittmarH.,LongK.,MeekR.BuyingontheInternet:GenderDifferenceinOnlineandConventionalBuyingMotivations[J].SexRoles,2004,50(5/6):423-444参考文献列表[31]MulacA.,ErlandsonK.T.,FarrarW.J.,HallettJ.S.Uh-huh.What’sthatAllabout?DifferingInterpretationsofConversationalBackchannelsandQuestionsasSourceofMiscommunicationacrossGenderBoundaries[J].CommunicationResearch,1998,25(6):641-668[32]GefenD.,RidingsC.IfYouSpokeasSheDoes,Sir,InsteadoftheWayYouDo:ASociolinguisticsPerspectiveofGenderDifferencesinVirtualCommunities[J].ACMSIGMISDatabase,2005,36(2):78-92[33]AwadN.F.,RagowskyA.EstablishingTrustinElectronicCommercethroughOnlineWordofMouth:AnExaminationacrossGenders[J].JournalofManagementInformationSystems,2008,24(4):101-121参考文献列表[34]Eggert