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网络市场背景下,产品试用因其能够降低不确定性和风险,逐渐成为在线营销的有效形式。试用报告作为一种网络口碑,展现了“试客”的试用心得和体验,成为试用营销的重要载体。本研究以淘宝试用中心的试用报告为例,结合了产品试用、口碑、营销、互惠等相关文献和理论,以信任态度作为中介变量,探索验证网络口碑对消费者行为意愿的影响机制。针对试用报告因素对信任态度的影响,又引入互惠心理,考察其调节作用。研究发现,试用报告的详尽度与试用报告作者的产品涉入度正向影响消费者的信任态度,促进消费者决策。而消费者在试用报告中感知到的互惠程度负向影响其对试用报告的信任程度,从而影响其相关行为。
In the network market context, product trials have become an effective form of online marketing because of their ability to reduce uncertainty and risk. Trial reports as an Internet word-of-mouth, showing the “trial off ” trial experience and experience, an important vehicle for trial marketing. Taking the trial report of Taobao Trial Center as an example, this study combines relevant literature and theories such as product trial, word-of-mouth, marketing, reciprocity and so on, and uses the attitude of trust as an intermediary variable to explore the mechanism of verifying the impact of online word of mouth on consumer behavior intention. According to the influence of probationary reporting factors on the attitude of trust, it also introduces the reciprocal psychology and examines its regulatory role. The study found that the detailedness of the trial report and the product involvement of the trial report authors positively influence the trust attitude of consumers and promote consumer decision-making. The level of reciprocity perceived by consumers in trial reports negatively affects their trust in trial reports, thus affecting their related behaviors.