本文選題：手機APP　切入點：在線口碑效價　出處：《中國科學技術(shù)大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,網(wǎng)絡信息技術(shù)迅速發(fā)展,互聯(lián)網(wǎng)已得到廣泛普及。截止到2016年12月,中國互聯(lián)網(wǎng)信息中心發(fā)布的報告顯示,中國網(wǎng)民規(guī)模為7.31億,互聯(lián)網(wǎng)普及率是53.2%,全年新增網(wǎng)民共計4299萬人,比2015年提升了 2.9個百分點。近些年,伴隨"互聯(lián)網(wǎng)+"概念的普及,互聯(lián)網(wǎng)相關(guān)產(chǎn)業(yè)得到迅速發(fā)展,人們的生活方式正潛移默化的受到互聯(lián)網(wǎng)影響。由此可以看出,伴隨互聯(lián)網(wǎng)絡的普及,網(wǎng)絡購物已經(jīng)成為時代潮流。因為在網(wǎng)絡環(huán)境中,消費者可打破時空限制,更加自由的進行討論和溝通,在線口碑逐步成為影響消費者行為決策的重要信息,在線口碑的影響力日益明顯。在線口碑效價可以在很短的時間內(nèi)幫助企業(yè)樹立良好的形象。在網(wǎng)絡環(huán)境中,了解在線口碑效價如何影響消費者行為意愿,并幫助企業(yè)制定針對性的營銷策略顯得尤為重要。本文以以免費手機APP為例,研究在線口碑效價對免費產(chǎn)品下載意愿的影響,并引入產(chǎn)品流行度作為調(diào)節(jié)變量,產(chǎn)品類別作為分類變量。實證研究表明:在線口碑效價對消費者對免費APP的下載意愿有顯著影響;產(chǎn)品流行度能夠有效調(diào)節(jié)在線口碑效價對下載意愿的影響,產(chǎn)品流行度高時,在線口碑效價對下載意愿的影響減弱,產(chǎn)品流行度低時,在線口碑效價對下載意愿的影響增強;不同類別的APP,在線口碑的影響程度也有所不同,相較于享樂型產(chǎn)品,實用型產(chǎn)品受在線口碑效價的影響程度更高。
[Abstract]:In recent years, with the rapid development of network information technology, the Internet has been widely popularized. As of December 2016, the China Internet Information Center released a report showing that the number of Chinese Internet users is 731 million. The Internet penetration rate is 53.20.The total number of new Internet users increased by 42.99 million, 2.9 percentage points higher than in 2015. In recent years, with the popularization of the concept of "Internet," the Internet-related industries have developed rapidly. People's way of life is being influenced by the Internet. From this, we can see that with the popularity of the Internet, online shopping has become the trend of the times, because in the network environment, consumers can break the space-time limit. More free to discuss and communicate, online word of mouth has gradually become an important information that affects consumer behavior decisions, The influence of online word-of-mouth is becoming more and more obvious. Online word-of-mouth titer can help enterprises to establish a good image in a very short time. In an online environment, understand how online word-of-mouth titer affects consumer behavior. This paper takes APP as an example to study the effect of online word-of-mouth titer on the free product download willingness, and introduces the product popularity as a regulating variable. The empirical study shows that the online word-of-mouth titer has a significant effect on consumers' willingness to download free APP, and the product popularity can effectively adjust the effect of online word-of-mouth price on the download willingness, when the product popularity is high, The influence of online word-of-mouth titer on the willingness to download was weakened, and when the product popularity was low, the influence of online word-of-mouth price on the willingness to download increased, and the influence of online word-of-mouth on the intention of downloading was different among different types of APP, compared with hedonic products. Practical products are more affected by online word-of-mouth titer.
【學位授予單位】：中國科學技術(shù)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49

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