影响力者与人群力量：数字时代的社会影响力研究

Pub Date : 2021-09-03 DOI:10.18046/J.ESTGER.2021.161.4498

S. Tobon, J. García-Madariaga

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引用次数: 1

摘要

意见领袖推荐（OL’eWOM）和在线消费者评论（OCR）是了解互联网上新品牌的两种最重要的方式。这项研究分析了哪些来源提供了更可信的信息：OL’eWOM或OCR。在一个在线实验场中，146名大学生被随机分为三组（OL组、OCR组和对照组）。在OL’eWOM、OCR和CG组之间进行了非参数方差分析（N-par检验）和Omnibus Kruskal-Wallis检验。结果表明，OCR是比OL’eWOM更有用的信息来源，当包括消费者购物体验时，这种影响甚至更强。消费者的网上购物体验越多，他们受到OL的影响就越小。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Influencers vs the power of the crowd: A research about social influence on digital era

Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample of 146 university students was randomly divided into three groups (OL, OCR, Control Group) in an online experiment field. A Nonparametric Analysis of Variance (N par Test) with the Omnibus Kruskal-Wallis Test was conducted between groups with OL' eWOM, OCR, and CG. The results evidenced that OCRs are a more useful source of information than OL’ eWOM and when the consumer shopping experience was included, this influence is even stronger. As more online shopping experience a consumer has, the less they are influenced by OLs.

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