作　　者： ;

机构地区： 珠海城市职业技术学院

出　　处： 《中国流通经济》 2016年第7期106-114,共9页

摘　　要： 在社会认知理论中,网络环境、顾客认知和口碑行为之间的关系是辩证统一的。实证研究结果表明,顾客主观知识对网络正面/负面口碑呈显著的正向影响;社区参与自我效能感在两者间起部分中介和完全中介的作用;当网络社区是由企业创建时,社区参与自我效能感对正面口碑的影响比负面口碑更强烈,但当社区是由顾客创建时,社区参与自我效能感对正面和负面口碑的影响没有差别。企业应针对顾客主观知识的差异引导其进行网络口碑传播,在品牌社区中有意识地提高顾客社区参与自我效能感,利用不同的社区类型特点激发顾客的网络正面口碑。 Previous research points out that the relationship between customer knowledge and word- of- mouth wasinconsistent. Under the social cognitive theory framework,the impact of customer subjective knowledge on electronic word-ofmouthis tested. The research shows that customer subjective knowledge has positive influence on positive/negative word- ofmouth.Community participation self-efficacy plays partial and complete mediation role between them. When the community iscreated by enterprises,the impact of community participation self-efficacy on positive word-of-mouth is stronger than that onnegative word-of-mouth. When the community is created by customers,there is no difference between the impact of communityparticipation self- efficacy on positive and negative word- of- mouth. The enterprises should guide the customers’role inelectronic word- of- mouth according to the difference in customer subjective knowledge,consciously improve customers’community participation self-efficacy,and create the positive electronic word-of-mouth based on the different characteristics ofdifferent communities.

关 键 词： 网络口碑 顾客主观知识 社会认知理论 自我效能感 社区类型

分 类 号： [F274]

领　　域： []