本文關(guān)鍵詞：自媒體環(huán)境中網(wǎng)絡(luò)口碑對(duì)消費(fèi)者品牌選擇的影響研究　出處：《貴州財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：隨著通信技術(shù)和移動(dòng)終端科技的發(fā)展,自媒體以其平民化程度高、使用門(mén)檻低、用戶互動(dòng)性強(qiáng)和病毒式的口碑信息傳播能力,顛覆了傳統(tǒng)媒體的口碑傳播模式。智能科技時(shí)代的消費(fèi)者在做出品牌選擇的時(shí)候,越來(lái)越依賴于自媒體平臺(tái)的口碑信息。網(wǎng)絡(luò)口碑借勢(shì)自媒體平臺(tái)強(qiáng)大的信息傳播能力,為消費(fèi)者傳遞出了大量的、有價(jià)值的參考消息。在這種全民皆自媒體的背景下,研究消費(fèi)者品牌選擇受網(wǎng)絡(luò)口碑影響的機(jī)理,對(duì)企業(yè)開(kāi)展精準(zhǔn)的口碑營(yíng)銷(xiāo)活動(dòng)具有十分重要的意義。本研究以科特勒的刺激反應(yīng)模型為理論基礎(chǔ),結(jié)合國(guó)內(nèi)外相關(guān)學(xué)者對(duì)自媒體、網(wǎng)絡(luò)口碑和品牌選擇的研究,構(gòu)建出基于自媒體的網(wǎng)絡(luò)口碑對(duì)消費(fèi)者品牌選擇影響的理論模型。通過(guò)文獻(xiàn)回顧及梳理,探尋出品牌選擇的口碑影響因子,通過(guò)實(shí)證分析,驗(yàn)證模型的科學(xué)合理性,基于研究的結(jié)論為企業(yè)提出網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)建議。本文首對(duì)自媒體、網(wǎng)絡(luò)口碑、消費(fèi)者品牌選擇和消費(fèi)者專(zhuān)業(yè)性四個(gè)方面進(jìn)行文獻(xiàn)梳理,從網(wǎng)絡(luò)口碑發(fā)送者因素、網(wǎng)站因素和網(wǎng)絡(luò)口碑信息特征因素三方面提出研究模型的7個(gè)前因變量因子。結(jié)合消費(fèi)者品牌選擇的相關(guān)研究,梳理了品牌選擇的影響因素,分析了消費(fèi)者品牌選擇的相關(guān)理論模型。本研究以消費(fèi)者專(zhuān)業(yè)性為調(diào)節(jié)變量,網(wǎng)絡(luò)口碑各影響因子為前因變量,消費(fèi)者品牌選擇為結(jié)果變量構(gòu)建理論模型。其次,根據(jù)文獻(xiàn)綜述和理論模型,筆者提出了自媒體環(huán)境中網(wǎng)絡(luò)口碑對(duì)消費(fèi)者品牌選擇影響的研究假設(shè),依據(jù)模型中因子提取的相關(guān)理論和相關(guān)學(xué)者對(duì)量表設(shè)計(jì)的研究,設(shè)計(jì)出調(diào)查問(wèn)卷,通過(guò)網(wǎng)絡(luò)調(diào)研工具“問(wèn)卷星”向廣大網(wǎng)民發(fā)放問(wèn)卷,并通過(guò)前期收回的若干樣本對(duì)問(wèn)卷進(jìn)行測(cè)試,最終收回312份有效問(wèn)卷。再次,本研究利用SPSS21.0數(shù)據(jù)分析軟件對(duì)收回的樣本數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析�；诜治鼋Y(jié)果驗(yàn)證本研究的假設(shè),調(diào)整初始研究模型,形成最終的理論模型。根據(jù)實(shí)證分析結(jié)果,本研究得出以下結(jié)論:(1)網(wǎng)絡(luò)口碑發(fā)送者因素各維度對(duì)消費(fèi)者品牌選擇有顯著地正向影響;(2)站點(diǎn)可信性對(duì)消費(fèi)的品牌選擇具有顯著地正向影響;(3)網(wǎng)絡(luò)口碑信息特征各維度對(duì)消費(fèi)者的品牌選擇具有顯著地正向影響。(4)消費(fèi)者專(zhuān)業(yè)性在網(wǎng)絡(luò)口碑發(fā)送者專(zhuān)業(yè)性、關(guān)系強(qiáng)度、網(wǎng)絡(luò)口碑方向?qū)οM(fèi)者品牌選擇的影響中具有調(diào)節(jié)作用。最后,本文就實(shí)證分析結(jié)果,提出了基于自媒體的網(wǎng)絡(luò)口碑營(yíng)銷(xiāo)策略。同時(shí),指出本研究的不足之處與未來(lái)研究的展望。
[Abstract]:With the development of communication technology and mobile terminal technology, self-media with its high civilian level, low threshold of use, strong user interaction and viral word-of-mouth information dissemination ability. Subversion of the traditional media word-of-mouth communication mode. Intelligent technology era of consumers in the making of brand choices. More and more rely on self-media platform word-of-mouth information. Internet word-of-mouth seize the opportunity from the media platform's powerful ability to spread information, for consumers to transmit a large number of. Valuable reference information. In this context of all the people from the media, the mechanism of consumer brand selection affected by the online word of mouth is studied. It is very important for enterprises to carry out accurate word-of-mouth marketing activities. This study is based on Kotler's stimulus response model combined with domestic and foreign scholars on the self-media. Based on the research of online word-of-mouth and brand selection, this paper constructs a theoretical model of the influence of web-based word-of-mouth on consumers' brand choice based on self-media. Through reviewing and combing the literature, the author explores the factors of brand choice. Through the empirical analysis, verify the scientific rationality of the model, based on the conclusions of the study for enterprises to put forward network word-of-mouth marketing recommendations. Consumer brand selection and consumer professionalism in four aspects of literature combing, from the network word-of-mouth sender factors. This paper puts forward seven factors of antecedent variables in the three aspects of website factor and network word-of-mouth information feature factor. Combined with the related research of consumer brand selection, this paper combs the influencing factors of brand selection. This paper analyzes the relevant theoretical model of consumer brand selection. This study takes consumer professionalism as the adjustment variable and the influencing factors of the network word of mouth as the pre-dependent variables. Secondly, according to the literature review and theoretical model, the author puts forward the research hypothesis of the influence of network word of mouth on consumer brand selection in the self-media environment. According to the relevant theory of factor extraction in the model and the relevant scholars' research on the design of the scale, the questionnaire was designed, and the questionnaire was distributed to the majority of Internet users through the online research tool "questionnaire star". And through the early recovery of a number of samples to test the questionnaire, the final recovery of 312 valid questionnaires. Again. This study uses SPSS21.0 data analysis software to carry on the statistical analysis to the recovered sample data. Based on the analysis results to verify the hypothesis of this study, adjust the initial research model. Form the final theoretical model. According to the empirical analysis results, this study draws the following conclusions: 1) each dimension of the network word-of-mouth sender factor has a significant positive impact on consumer brand selection; (2) site credibility has a significant positive impact on consumer brand selection; (3) each dimension of network word-of-mouth information has a significant positive impact on consumers' brand selection.) consumers' professionalism is professional and the relationship is strong in Internet word-of-mouth senders. The direction of online word-of-mouth plays a moderating role in consumer brand choice. Finally, this paper puts forward the self-media based marketing strategy of online word-of-mouth. At the same time, this paper puts forward the results of empirical analysis. The deficiency of this study and the prospect of future research are pointed out.
【學(xué)位授予單位】：貴州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 辛沖;郭鑫;周宇Y，

本文編號(hào)：1436020