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那些有着美好购物经历的消费者通常都乐意将他们的购物体验(尤其是某些特价促销或是免费服务)通过社会网络推荐给其亲朋好友。本研究旨在探讨社会网络在电子口碑的采纳和传播中的作用。这项研究的目的有三:第一,通过借鉴施密特[1999]的五个战略体验模块(观念,感觉,思考,行动和关联)来验证电子口碑水平传播对于消费者店内购物体验的影响;第二:研究验证社交网络的三个属性(强度,中心
Those who have a good shopping experience are often happy to recommend their shopping experience (especially some special promotions or free services) to their friends and family through social networks. The purpose of this study is to explore the role of social networks in the adoption and dissemination of electronic word of mouth. The purpose of this study is threefold: first, to verify the impact of electronic word-of-mouth spread on the in-store shopping experience for consumers by drawing on five strategic experiential modules (perceptions, feelings, thoughts, actions, and associations) from Schmidt [1999] Second: research to verify the three properties of social networks (intensity, center