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本研究在霍夫兰德态度改变—说服模型基础上,以在线评论网站类型作为调节变量构建了回归方程,结论为评论者的专业性越权威,信息的质量越好,接受者的信任倾向以及网络参与水平越高,则在线评论信息的可信度越高。第三方评论网站能够加强发布者的专业性、评论质量对评论可信度的正向影响作用。其中,评论质量的影响最显著,因此企业口碑营销应从评论内容入手,提高可信度。
Based on the change of attitude of Hofbrand - persuasion model, this study constructs the regression equation based on the online commenting website type as the control variable. The conclusion is that the professionalism and authoritativeness of the reviewer are better, the quality of the information is better, the recipient’s trust tendency and The higher the level of network participation, the higher the credibility of the online review information. The third-party review website can enhance the professionalism of the publisher and the positive influence of the comment quality on the credibility of the comment. Among them, the quality of the impact of the most significant, so the word-of-mouth marketing should start with the content of the review to improve credibility.