上海管理科学2017，Vol.39Issue(3)：51-56,6.
网络口碑离差对产品评价影响效应的研究
A Study on the Effect of Network Word-of-Mouth Deviation on Product Evaluation
黄禹铭 1井淼1
作者信息
- 1. 上海交通大学安泰经济与管理学院,上海200030
- 折叠
摘要
Abstract
Online WOM is the research hotspot in the field of marketing,and many characteristics of IWOM have different degrees of influence on consumer behavior.Taking the WOM dispersion as the object of study,the experimental method is used to study its influence on the consumer product evaluation.The results are:consumers have a higher evaluation of products with low WOM dispersion under the same score;dispersion attribution plays a mediating effect;product attributes (hedonic / utility) play a moderating effect,and consumers are less affected by WOM dispersion in evaluating hedonic goods than evaluating utility goods.关键词
口碑离差/归因/享乐品/实用品/产品评价Key words
word of mouth dispersion/attribution/hedonic goods/utility goods/product evaluation分类
管理科学引用本文复制引用
黄禹铭,井淼..网络口碑离差对产品评价影响效应的研究[J].上海管理科学,2017,39(3):51-56,6.
