負面網絡口碑對農產品品牌轉換行為的影響
發(fā)布時間：2019-01-02 11:37
【摘要】：隨著農產品交易平臺的網絡化,網絡口碑逐漸成為除農產品產地之外的影響消費者品牌選擇的重要因素。筆者以負面網絡口碑為出發(fā)點,研究影響消費者農產品品牌轉換行為的因素。結果表明:發(fā)送者專業(yè)性、接收者專業(yè)性、信息特征及網站可信度對消費者品牌轉換行為有顯著影響。
[Abstract]:With the networking of agricultural products trading platform, network word-of-mouth (WOM) has gradually become an important factor that influences consumer brand selection except for agricultural production area. Based on negative internet word-of-mouth, the author studies the factors that affect the brand switching behavior of consumer agricultural products. The results show that the professionalism of the sender, the professionalism of the receiver, the information characteristics and the credibility of the website have a significant impact on the brand switching behavior of consumers.
【作者單位】： 西安外國語大學商學院;
【基金】：陜西省高等教育教學改革研究項目(15BY69)
【分類號】：F323.5;F713.55
[Abstract]:With the networking of agricultural products trading platform, network word-of-mouth (WOM) has gradually become an important factor that influences consumer brand selection except for agricultural production area. Based on negative internet word-of-mouth, the author studies the factors that affect the brand switching behavior of consumer agricultural products. The results show that the professionalism of the sender, the professionalism of the receiver, the information characteristics and the credibility of the website have a significant impact on the brand switching behavior of consumers.
【作者單位】： 西安外國語大學商學院;
【基金】：陜西省高等教育教學改革研究項目(15BY69)
【分類號】：F323.5;F713.55
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1 劉欣昱;;品牌轉換行為的成因與對策[J];中小企業(yè)管理與科技;2006年12期
2 龔振;彭娟;程昱;;客戶品牌轉換驅動因素研究[J];企業(yè)活力;2007年10期
3 桑輝;;消費者品牌轉換過程中的成本感知[J];消費經濟;2007年05期
4 譚立安;;消費者品牌轉換行為研究[J];金融經濟;2008年20期
5 張e，
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