|本期目录/Table of Contents|

[1]徐姣姣,吴巧英.网络口碑信息对服装消费者购买意愿的影响研究——以杭州地区大学生调查为例[J].浙江理工大学学报,2012,29(04):521-525.
　XU Jiao jiao,WU Qiao ying. The Impacts of Online WOM Information on Consumers ApparelPurchase Intention: an Empirical Study ofCollege Students in Hangzhou[J].Journal of Zhejiang Sci-Tech University,2012,29(04):521-525.
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网络口碑信息对服装消费者购买意愿的影响研究——以杭州地区大学生调查为例()
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浙江理工大学学报[ISSN:1673-3851/CN:33-1338/TS]

卷:
第29卷
期数:
2012年04期
页码:
521-525
栏目:
出版日期:
2012-08-28

文章信息/Info

Title:
 The Impacts of Online WOM Information on Consumers ApparelPurchase Intention: an Empirical Study ofCollege Students in Hangzhou
文章编号:
16733851 (2012) 04052105
作者:
 徐姣姣;  吴巧英
 浙江理工大学服装学院， 杭州 310018
Author(s):
 XU Jiaojiao;  WU Qiaoying
 School of Fashion, Zhejiang SciTech University, Hangzhou 310018, China
关键词:
 ; 网络口碑;  数量;  方向;  趣味性;  服装销售
分类号:
F124.783
文献标志码:
A
摘要:
    在参考国内外相关研究的基础上，根据网络口碑传播的相关理论和研究，从网络口碑信息的角度研究了网络口碑对服装消费者购买意愿的影响，并通过对杭州地区大学生的问卷调查和数据收集，进行定量分析。结果显示：网络口碑信息对服装消费者的购买意愿有显著的影响。网络口碑的数量，方向，趣味性影响服装消费者对网络口碑信息的接收，从而影响购买决策。

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备注/Memo

备注/Memo:
 收稿日期： 2011-11-02
作者简介： 徐姣姣（1986-），女，浙江湖州人，硕士研究生，主要从事服装企业管理与营销研究。
通讯作者： 吴巧英，电子邮箱：bettywu2000@126.com
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