社交网站中顾客对顾客的电子口碑对购买意愿的影响研究

Proceedings of the 2020 The 6th International Conference on E-Business and Applications Pub Date : 2020-02-25 DOI:10.1145/3387263.3387274

Adilla Anggraeni, Sukma Putra, Bagas Prakoso Suwito

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引用次数: 4

摘要

本文讨论了驱动eom有用性感知的因素。本研究采用定量方法。受访者是使用Instagram作为平台进行在线购物的个人。研究结果表明，感知说服力和信息源可信度都是电子口碑有用性的显著预测因子。其次，来源可信度对电子口碑可信度有显著的正向影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Examining the Influence of Customer-to-Customer Electronic Word of Mouth on Purchase Intention in Social Networking Sites

This paper discusses factors that drive perception of eWOM usefulness. Quantitative approach was employed for this research. Respondents were individuals who have made an online purchase using Instagram as its platform. The finding suggest that both perceived persuasiveness and source trustworthiness are significant predictors of e-WOM usefulness. Secondly, source trustworthiness was shown to have a significant positive impact on e-WOM credibility.

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Proceedings of the 2020 The 6th International Conference on E-Business and Applications

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