基于TAM的網(wǎng)絡口碑與消費者購買意愿實證研究
發(fā)布時間：2019-01-30 14:18
【摘要】：如今，網(wǎng)絡口碑對消費者的影響力日益增強，眾多的事實也在不斷證實著網(wǎng)絡口碑的強大力量。但網(wǎng)絡口碑是如何影響消費者的態(tài)度，進而對其購買意愿產(chǎn)生影響的，這一問題及其作用機制還有待充分的研究，本文將探索性地研究網(wǎng)絡口碑與消費者購買意愿的影響機制，力求為相關(guān)社區(qū)網(wǎng)站的管理與建設提供有效的建議。 本文對口碑傳播理論及現(xiàn)有的成果進行了系統(tǒng)梳理，提出了影響口碑傳播效果的三個自變量：關(guān)系強度、感知風險與傳播者專業(yè)性。同時，在認真研究網(wǎng)絡口碑特性、技術(shù)接受模型理論的基礎上，將社區(qū)網(wǎng)站維度通過技術(shù)接受模型融合到研究的理論模型中，提取了網(wǎng)站感知有用性與感知易用性兩個自變量。將中介變量信任劃分為情感信任與認知信任兩個維度，建立研究模型。運用統(tǒng)計軟件SPSS對收集數(shù)據(jù)進行描述性統(tǒng)計分析，再運用結(jié)構(gòu)方程模型評估理論模型的擬合度同時檢驗研究假設，最后檢驗情感與認知信任中介效應，得出結(jié)論并提出相關(guān)建議。 網(wǎng)絡口碑以各網(wǎng)站作為平臺進行傳播擴散，，本研究引入技術(shù)接受模型理論，不僅擴展了技術(shù)接受模型應用領域的同時，也有助于本文研究內(nèi)容更為系統(tǒng)與嚴謹?shù)恼�。本文還比較了信任的不同維度對購買意愿產(chǎn)生的影響，并進一步對相關(guān)虛擬社區(qū)的建設與管理方面提出了可行性建議。通過關(guān)系強度路徑檢測結(jié)果提出了加強客戶關(guān)系管理的建議并進行分析，通過社區(qū)網(wǎng)站維度和傳播者專業(yè)性路徑檢測結(jié)果提出增強社區(qū)信任管理的建議也進行了分析。本文對研究成果進行進一步的總結(jié)與提煉，本文的研究結(jié)論為虛擬社區(qū)在實踐過程中提供了有效的參考意見。最后本文對未來研究方向進行了展望與分析，同時也闡明了本研究存在的局限性。
[Abstract]:Nowadays, the influence of internet word of mouth on consumers is increasing, and many facts are proving the powerful force of internet word of mouth. However, how does online word of mouth affect consumers' attitude and then influence their purchase intention? this problem and its mechanism need to be fully studied. This paper will explore the influence mechanism of online word of mouth and consumers' willingness to buy. Strive to provide effective advice for the management and construction of relevant community websites. This paper systematically combs the theory of word-of-mouth communication and existing achievements, and puts forward three independent variables that affect the effect of word-of-mouth communication: relationship intensity, perceived risk and communicator's professionalism. At the same time, on the basis of studying the characteristic of network word-of-mouth and the theory of technology acceptance model, the dimension of community website is fused into the theoretical model by technology acceptance model, and two independent variables of perceived usefulness and ease of use of website are extracted. The intermediary variable trust is divided into two dimensions: emotional trust and cognitive trust, and the research model is established. The statistical software SPSS was used to analyze the collected data, then the structural equation model was used to evaluate the fitting degree of the theoretical model and the hypothesis was tested. Finally, the intermediary effect of emotion and cognitive trust was tested. Draw conclusions and make relevant recommendations. In this study, the theory of technology acceptance model is introduced, which not only expands the application field of technology acceptance model, but also contributes to a more systematic and rigorous arrangement of the research content in this paper. This paper also compares the influence of different dimensions of trust on purchase intention, and puts forward some feasible suggestions on the construction and management of virtual communities. Based on the results of relationship strength path detection, the suggestions of strengthening customer relationship management are put forward, and the suggestions of strengthening community trust management are also analyzed through the dimension of community website and the result of professional path detection of communicators. In this paper, the research results are further summarized and refined. The conclusions of this paper provide an effective reference for virtual community in the process of practice. Finally, the future research direction is prospected and analyzed, and the limitations of this study are clarified.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55
本文編號：2418217
[Abstract]:Nowadays, the influence of internet word of mouth on consumers is increasing, and many facts are proving the powerful force of internet word of mouth. However, how does online word of mouth affect consumers' attitude and then influence their purchase intention? this problem and its mechanism need to be fully studied. This paper will explore the influence mechanism of online word of mouth and consumers' willingness to buy. Strive to provide effective advice for the management and construction of relevant community websites. This paper systematically combs the theory of word-of-mouth communication and existing achievements, and puts forward three independent variables that affect the effect of word-of-mouth communication: relationship intensity, perceived risk and communicator's professionalism. At the same time, on the basis of studying the characteristic of network word-of-mouth and the theory of technology acceptance model, the dimension of community website is fused into the theoretical model by technology acceptance model, and two independent variables of perceived usefulness and ease of use of website are extracted. The intermediary variable trust is divided into two dimensions: emotional trust and cognitive trust, and the research model is established. The statistical software SPSS was used to analyze the collected data, then the structural equation model was used to evaluate the fitting degree of the theoretical model and the hypothesis was tested. Finally, the intermediary effect of emotion and cognitive trust was tested. Draw conclusions and make relevant recommendations. In this study, the theory of technology acceptance model is introduced, which not only expands the application field of technology acceptance model, but also contributes to a more systematic and rigorous arrangement of the research content in this paper. This paper also compares the influence of different dimensions of trust on purchase intention, and puts forward some feasible suggestions on the construction and management of virtual communities. Based on the results of relationship strength path detection, the suggestions of strengthening customer relationship management are put forward, and the suggestions of strengthening community trust management are also analyzed through the dimension of community website and the result of professional path detection of communicators. In this paper, the research results are further summarized and refined. The conclusions of this paper provide an effective reference for virtual community in the process of practice. Finally, the future research direction is prospected and analyzed, and the limitations of this study are clarified.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55
【參考文獻】
相關(guān)期刊論文 前7條
1 黃敏學;王峰;謝亭亭;;口碑傳播研究綜述及其在網(wǎng)絡環(huán)境下的研究初探[J];管理學報;2010年01期
2 畢繼東;胡正明;;網(wǎng)絡口碑傳播研究綜述[J];情報雜志;2010年01期
3 汪濤;李燕萍;;虛擬社區(qū)中推薦者特征對推薦效果的影響[J];商業(yè)經(jīng)濟與管理;2007年11期
4 陳杰;徐紅;;抽樣調(diào)查中樣本量的設計和計算[J];武漢職業(yè)技術(shù)學院學報;2006年01期
5 溫忠麟,.張雷,侯杰泰,劉紅云;中介效應檢驗程序及其應用[J];心理學報;2004年05期
6 溫忠麟,侯杰泰,張雷;調(diào)節(jié)效應與中介效應的比較和應用[J];心理學報;2005年02期
7 陳明亮;章晶晶;;網(wǎng)絡口碑再傳播意愿影響因素的實證研究[J];浙江大學學報(人文社會科學版);2008年05期
本文編號：2418217
本文鏈接：http://sikaile.net/guanlilunwen/kehuguanxiguanli/2418217.html
最近更新
教材專著
