网络口碑效价与口碑质量对护肤品购买意愿的影响研究

嘉苇 邵(广州工商学院，中国)
玉婷 杨(广州工商学院，中国)
淑如 何(广州工商学院，中国)

摘要

本研究通过2（正面的口碑效价/负面的口碑效价）×2（口碑质量高/口碑质量低）的实验设计，探讨了网络口碑效价和质量对消费者购买意愿的影响。实验结果发现口碑质量高的购买意愿比口碑质量低的购买意愿高；正面的口碑效价的购买意愿比负面的口碑效价的购买意愿高；口碑质量高且正面的口碑效价的消费者购买意愿最高。

关键词

口碑效价；口碑质量；购买意愿

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DOI: http://dx.doi.org/10.12345/cjygl.v5i11.9368