网络推荐商品信息对消费者购买决策的影响

摘要 基于消费者“网购的两阶段模型”，探讨了网络推荐商品的排名、网络口碑数量和口碑传播方向对消费者网络购买决策的影响。研究结果表明:网购情境下，网络推荐商品的排名信息、口碑数量、口碑传播方向显著正向影响消费者的购买意向，进而影响消费者购买行为。在网络推荐商品的排名、口碑传播数量对消费者购买意向的影响过程中，产品卷入度起到了显著正向调节作用，即相比产品卷入度低的购买情形，推荐排名和口碑传播数量对产品卷入度高的消费者的购买意向有更显著的正向影响。
Abstract：Based on the two-stage model of consumersonline shopping， the impacts of online recommended products ranking， online word-of-mouth quantity and online word-of-mouth transmission direction on consumers purchasing decisions were explored. It was found that online recommended products ranking， online word-of-mouth quantity and online word-of-mouth transmission direction are positively correlated with consumers purchasing intention and behavior. Furthermore， while online recommended products ranking and online word-of-mouth transmission direction affect consumers purchasing intention， product involvement has significant positive moderating effect. In other words， online recommended products ranking and online word-of-mouth quantity have stronger positive effect on consumers purchasing intention in high product involvement than in low product involvement.