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首页> 外文期刊>Journal of marketing communications >Social media or shopping websites? The influence of eWOM on consumers'online purchase intentions
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Social media or shopping websites? The influence of eWOM on consumers'online purchase intentions

机译：社交媒体或购物网站？ eWOM对消费者在线购买意愿的影响

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摘要

This study empirically tests and compares the influence of friends' recommendations on social media and anonymous reviews on shopping websites in the context of online purchase intention. For this purpose, we analyse the impacts of these two platforms based on the components of information adoption model (IAM) which are borrowed as information quality, information credibility, information usefulness and information adoption. We conduct a survey and find anonymous reviews as more influential on consumer' online purchase intentions than friends' recommendations on social media. However, as this result was contrary to that expected, we conduct another study through in-depth interviews in order to enlighten our results found in the first study. In Study 2, we find the reasons why consumers prefer anonymous reviews rather than friends' recommendations. Information quantity, information readiness, detailed information and dedicated information are factors which make shopping websites superior than social media in terms of the impact of electronic word of mouth (eWOM). Academic and managerial implications are discussed.
机译：这项研究对在线购物意向的背景下，朋友的推荐对社交媒体和购物网站上的匿名评论的影响进行了实证测试，并进行了比较。为此，我们基于信息采用模型（IAM）的组件来分析这两个平台的影响，这些组件被借用来作为信息质量，信息可信性，信息有用性和信息采用。我们进行了一项调查，发现匿名评论对消费者在线购买意图的影响远大于朋友在社交媒体上的建议。但是，由于该结果与预期相反，我们通过深入访谈进行了另一项研究，以启发我们在第一项研究中发现的结果。在研究2中，我们找到了消费者偏爱匿名评论而不是朋友推荐的原因。信息量，信息准备程度，详细信息和专用信息是使购物网站在电子口碑（eWOM）的影响方面优于社交媒体的因素。讨论了学术和管理意义。

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