互联网经济视域下网络口碑对保健食品购买意愿的影响研究

Research on the influence of internet word of mouth on health food purchasing willingness from the perspective of internet economy

中文关键词:  互联网经济  保健食品  网络口碑  购买意愿

英文关键词:internet economy  health food  internet word of mouth  purchasing willingness

中文摘要:

      目的 研究网络口碑对消费者保健食品购买意愿的影响。方法 文章以相关学者的研究成果为起点, 结合保健食品行业的实际特点, 构建以消费者保健食品购买意愿为因变量、网络口碑的来源特征和信息特征为自变量; 消费者信任为中介变量的理论模型, 利用实证分析的方法展开互联网经济视域下网络口碑对保健食品购买意愿影响的研究。结果 网络口碑的来源特征和信息特征对消费者保健食品购买意愿存在显著的正向影响, 并且消费者信任在上述影响中存在一定的中介作用。结论 保健食品行业应该重视网络口碑在产品营销领域的作用, 采取措施提高网络口碑的专业性、可靠性、同嗜性、数量、质量、时效性以及加大产品质量管理。

英文摘要:

      Objective To study the effect of online word-of-mouth on consumers' willingness to buy health food. Methods Based on The research results of relevant scholars, combined with the actual characteristics of the health food industry, this article constructed a corresponding theoretical model with consumer health food purchase intention as dependent variable, the source characteristics and information characteristics of internet word of mouth as the independent variable, consumer trust as the intermediary variable, and used empirical analysis method to analyze launch internet word of mouth’s purchase intention for health food in the perspective of internet economy impact studies. Results The source characteristics and information characteristics of internet word of mouth have a significant positive impact on consumers' willingness to purchase health foods, and consumers trust has a certain mediating role in the above effects. Conclusion The health food industry should attach importance to the role of online word-of-mouth in the field of product marketing, and take measures to improve the professionalism, reliability, affinity, quantity, quality, timeliness and product quality management of online word-of-mouth.