移动服务中口碑可信度的实证分析

Q. Qiu
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引用次数: 1

摘要

决定口碑效果的关键因素是可信度。这使得对移动服务中口碑可信度的研究具有理论和实践意义。本文运用结构方程模型,在移动互联网口碑相关理论的支持下,对受众对移动口碑网站的依赖程度、信誉度倾向、口碑传播者与受众之间的关系、感知移动设备易用性等因素之间的关系进行了探讨和检验。我们发现,所有这些因素都对移动服务口碑的可信度产生了积极的影响,而接收者作为一个部分中间变量,在整个模型中起着不可或缺的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Credibility of Word-of-Mouth in Mobile Services: An Empirical Analysis
The key factor that critically determines the effects of word-of-mouth is credibility. This makes the investigation of credibility of word-of-mouth in mobile services has both theoretical and practical implications. In this paper, we use the structural equation model, supported by relevant theories on word-of-mouth in mobile internet, to explore and examine the relationships among factors such as the receivers' dependency on mobile word-of-mouth website, their credibility tendency, the relationship between the word-of-mouth senders and receivers, and the perceived ease-of-use of mobile equipment. We find that all these factors positively affect the credibility of word-of-mouth in mobile services and, the receivers, as a partially intermediate variable, plays an indispensable role in the entire model.
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