|本期目录/Table of Contents|

[1]黄亨奋,吕庆华.体育用品购买决策中网络口碑影响机理研究——感知有用性的中介作用[J].体育科学研究,2016,20(1):31-36.
　HUANG Heng-fen,LV Qing-hua.Research of IWOM Influencing Mechanism in Sporting Goods Purchasing Decision——Based on the Perspective of Intermediary Roleof Perceived Usefulness[J].sports science research,2016,20(1):31-36.
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体育用品购买决策中网络口碑影响机理研究——感知有用性的中介作用(PDF)
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《体育科学研究》[ISSN:1006-6977/CN:61-1281/TN]

卷:
20
期数:
2016年1期
页码:
31-36
栏目:
体育人文社会学
出版日期:
2016-01-28

文章信息/Info

Title:
Research of IWOM Influencing Mechanism in Sporting Goods Purchasing Decision——Based on the Perspective of Intermediary Roleof Perceived Usefulness
作者:
黄亨奋1 ; 吕庆华2
（1.华侨大学体育学院，福建 泉州 362021；2.华侨大学工商管理学院，福建 泉州 362021）
Author(s):
HUANG Heng-fen1;  LV Qing-hua2
（1.College of Sports, Huaqiao University, Quanzhou 362021，China;2.College of Business Administration,Huaqiao University, Quanzhou 362021，China）
关键词:
体育用品; 购买决策; 网络口碑; 感知有用性; 中介作用
Keywords:
sporting goods;  purchasing decision;  IWOM;  perceived usefulness;  intermediary role
分类号:
-
DOI:
-
文献标志码:
A
摘要:
从网络口碑文本信息角度，引入感知有用性作为中介变量，研究体育用品购买决策中网络口碑的影响机理。在文献回顾的基础上，提出理论模型和研究假设，以泉州、厦门两地11所高校的1 045名大学生为对象进行问卷调查，运用结构方程模型对研究假设进行验证，结果表明，网络口碑对体育用品购买决策有正向影响，感知有用性对体育用品购买决策有正向影响，感知有用性在网络口碑对体育用品购买决策的影响过程中起部分中介作用。
Abstract:
Introduced perceived usefulness as an intermediary variable, this paper studied the IWOM influencing mechanism in sporting goods purchasing decision from the perspective of IWOM information. Based on literature review method，this paper put forward the theoretical model and research hypotheses. Used structural equation model to verify the research hypotheses by taking1045 students from 11 universities in Quanzhou and Xiamen as a sample survey. The result showed that IWOM and perceived usefulness influenced sporting goods purchasing decision positively and perceived usefulness played a partial intermediary role on the process that IWOM influenced sporting goods purchasing decision. Finally, recommendations were given according to the empirical study conclusions.

参考文献/References:

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相似文献/References:

[1]黄亨奋,吕庆华.我国体育用品产业的研究动态与展望[J].体育科学研究,2016,20(5):1.
　HUANG Heng-fen,LYU Qing-hua.Status Quo and Prospect of the Research on Sporting Goods Industry in China[J].sports science research,2016,20(1):1.
[2]王延婷,许月云.我国体育用品国际会展业参展满意度研究——以中国（晋江）鞋博会为例[J].体育科学研究,2014,18(04):1.
　WANG Yan-ting,XU Yue-yun.The Satisfaction Research of International Sports Goods Exhibition Industry——Taking China (Jing Jiang) Shoes Exposition as an Example[J].sports science research,2014,18(1):1.
[3]陈亚运,魏德样.国内外体育用品公司研究述评[J].体育科学研究,2019,23(6):26.
　CHEN Ya-yun,WEI De-yang.A Review on the Research of Domestic and Foreign Sports Goods Companies[J].sports science research,2019,23(1):26.

备注/Memo

备注/Memo:
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更新日期/Last Update: 2016-03-10