大学生在线口碑传播行为与购买意向探究——以顾客体验为中介变量的视角

伴随着社交媒体的迅速发展，在线口碑传播的作用也与日俱增。对295个大学生样本进行分析，验证了大学生在线口碑传播行为对购买意向的影响作用，发现了顾客体验在在线口碑传播行为三个维度与购买意向的关系中的中介作用。其中，顾客体验在信息搜寻与购买意向之间的关系中所发挥的中介作用最为显著。基于研究结果，可以从培育领袖、塑造氛围、积极管理、和优化平台提供对策和建议。

Exploration into the relations between electronic word-of-mouth behavior and purchase intentions among university students:Viewing customer experience as the mediating variabl

With the rapid development of social media, the influence of electronic word-of-mouth (eWOM) is increasing. Analysis of the sampling among 295 university students verified the effects of eWOM on their purchase intentions and found the mediating role of customer experience in the relationship between eWOM and purchase intentions among university students. Especially, the mediating role customer experience played within the relationship between opinion seeking and purchase intentions is the strongest. Accordingly, suggestions were offered from such aspects as cultivating opinion leaders, shaping communication atmosphere, managing social platforms, as well as optimizing social platforms.