朋友推荐产品来源对于消费者感知及其购买意愿影响的实证研究——以微信平台为例

›› 2020, Vol. 32 ›› Issue (4): 183-193.

朋友推荐产品来源对于消费者感知及其购买意愿影响的实证研究——以微信平台为例

梁妮¹, 李琪², 乔志林², 崔睿³

1. 西安财经大学统计学院, 西安 710100;
2. 西安交通大学经济与金融学院, 西安 710061;
3. 江苏理工学院商学院, 常州 213001

收稿日期:2017-08-14 出版日期:2020-04-28 发布日期:2020-05-07
通讯作者: 梁妮(通讯作者),西安财经大学统计学院讲师,博士
作者简介:李琪,西安交通大学经济与金融学院教授,博士生导师,博士;乔志林,西安交通大学经济与金融学院副教授,博士生导师,博士;崔睿,江苏理工学院商学院讲师,博士。
基金资助:
陕西省科技统筹创新工程计划项目（2012szs-09）；陕西省社会科学基金项目（2017D019）。

Source of Product Information Recommended by Friends on Consumer Perception and Purchase Intention——A Case Study on WeChat Platform

Liang Ni¹, Li Qi², Qiao Zhilin², Cui Rui³

1. School of Statistics, Xi'an University of Finance and Economics, Xi'an 710100;
2. School of Economics and Finance of Xi'an Jiaotong University, Xi'an 710061;
3. Business School, Jiangsu University of Technology, Changzhou 213001

Received:2017-08-14 Online:2020-04-28 Published:2020-05-07

摘要/Abstract

摘要：

本研究基于SOR模型，探究了朋友推荐产品信息来源在消费者的感知愉快和感知诊断性上的差异以及其对购买意愿的影响。文章对比分析了三种朋友推荐产品信息来源——朋友推荐自己的产品、朋友推荐朋友的产品和朋友推荐陌生人的产品——给消费者带来的感知愉快和感知诊断性差异。研究结果发现：朋友推荐陌生人的产品给消费者带来最高的感知愉快和感知诊断性，朋友推荐自己的产品和朋友推荐朋友的产品给消费者带来的感知愉快、感知诊断性差异不显著。感知愉快和感知诊断性显著正向影响购买意愿。本文的研究成果具有较高的理论和实践价值，不仅可以加深对微商中消费者行为的理解，而且可以为微商实践者设计有效的销售策略提供建议。

关键词: 朋友推荐, 购买意愿, 微信

Abstract:

Based on SOR model, this study explores how the product information recommending from friends affects perceived pleasure and perceived diagnosticity and what influence it has on customers' purchase intention. Three sources of recommended product are analyzed in this paper:product from friends, products from friends of friends and products from strangers. The results indicate that perceived pleasure and perceived diagnosticity is the highest when friends recommend strangers' products. There is no significant difference in perceived pleasure and perceived diagnosticity when friends recommend their own products or their friends' products. And the empirical study shows that perceived pleasure and perceived diagnosticity have significant positive influence on purchase intention. This research is meaningful both theoretically and practically as it can help WeChat sellers better understand consumers' behavior and work out effective selling strategies.

Key words: recommending from friends, purchase intention, WeChat

梁妮, 李琪, 乔志林, 崔睿. 朋友推荐产品来源对于消费者感知及其购买意愿影响的实证研究——以微信平台为例[J]. , 2020, 32(4): 183-193.

Liang Ni, Li Qi, Qiao Zhilin, Cui Rui. Source of Product Information Recommended by Friends on Consumer Perception and Purchase Intention——A Case Study on WeChat Platform[J]. , 2020, 32(4): 183-193.

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