本文關(guān)鍵詞： 負(fù)面網(wǎng)絡(luò)口碑 認(rèn)知信任 情感信任 消費(fèi)者行為意愿　出處：《河北經(jīng)貿(mào)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著互聯(lián)網(wǎng)的飛速發(fā)展，人們的購物方式也因此正在發(fā)生翻天覆地的變化，既現(xiàn)下比較流行的網(wǎng)絡(luò)購物。而虛擬社區(qū)的出現(xiàn)又影響了一部分人的網(wǎng)絡(luò)消費(fèi)行為，他們通過虛擬社區(qū)發(fā)展人際關(guān)系、交流有關(guān)產(chǎn)品的建議和推薦，這種交流方式就形成了網(wǎng)絡(luò)口碑。網(wǎng)絡(luò)口碑的傳播內(nèi)容就是消費(fèi)者對(duì)產(chǎn)品或服務(wù)最直接、最真實(shí)的反饋信息，這些內(nèi)容影響了許多人的購物決策。然而，根據(jù)事物都有兩面性可以知道網(wǎng)絡(luò)口碑傳播是一把典型的雙刃劍，擁有正面口碑的企業(yè)可以獲得網(wǎng)絡(luò)購物者的購物青睞，但負(fù)面口碑的傳播影響則會(huì)更深，因?yàn)閷?duì)于不愉快的購物經(jīng)歷，人們更傾向于通過網(wǎng)絡(luò)分享給他人，從而成倍的傳播給了更多的人。大部分關(guān)于負(fù)面網(wǎng)絡(luò)口碑的研究都集中在了整個(gè)網(wǎng)絡(luò)環(huán)境，研究范圍太過廣泛，基本沒有單獨(dú)針對(duì)一個(gè)類型的社區(qū)的研究，而且對(duì)如何影響消費(fèi)者的行為的研究也是甚少。 鑒于此，本文在仔細(xì)研讀國內(nèi)外學(xué)者對(duì)于負(fù)面網(wǎng)絡(luò)口碑的相關(guān)研究的基礎(chǔ)上，主要以負(fù)面網(wǎng)絡(luò)口碑為研究對(duì)象，以信任作為中介變量，以行為意愿為因變量，來研究三者之前的關(guān)系如何，即他們之間的影響機(jī)制如何，并將負(fù)面口碑信息劃分為四個(gè)維度，即負(fù)面口碑強(qiáng)度、關(guān)系強(qiáng)度、傳播者的專業(yè)程度和瀏覽者的專業(yè)程度，將信任劃分為兩個(gè)維度，即認(rèn)知信任和情感信任，同時(shí)把消費(fèi)者行為意愿也劃分為兩個(gè)維度，即購買意愿和再傳播意愿。運(yùn)用一些統(tǒng)計(jì)軟件進(jìn)行數(shù)據(jù)分析，得出研究結(jié)論。 研究結(jié)論發(fā)現(xiàn)負(fù)面口碑信息的四個(gè)維度與信任均具有顯著性的正相關(guān)關(guān)系，同時(shí)關(guān)系強(qiáng)度對(duì)信任的影響最為顯著。信任的各維度與消費(fèi)者行為意愿之間存在著顯著的正相關(guān)關(guān)系，而且情感信任的影響最為顯著。信任的兩個(gè)維度在負(fù)面網(wǎng)絡(luò)口碑與消費(fèi)者行為意愿之間具有中介作用。另外，，根據(jù)本文的研究結(jié)論，提出了可供企業(yè)借鑒的營銷或管理建議，并指出本文的研究局限性與發(fā)展方向。
[Abstract]:With the rapid development of the Internet, people's shopping mode is also changing dramatically, which is now more popular online shopping, and the emergence of virtual communities has affected some people's online consumption behavior. They develop interpersonal relationships through virtual communities and exchange suggestions and recommendations about products. This form of communication forms an online word-of-mouth. The content of online word of mouth is the most direct and truest feedback from consumers about products or services. These contents affect many people's shopping decisions. However, according to the two sides of everything, we can know that online word-of-mouth communication is a typical double-edged sword, and enterprises with positive word of mouth can get the shopping favor of online shoppers. But the spread of negative word of mouth is more profound, because people are more likely to share their unpleasant shopping experiences with others via the Internet. Most of the research on negative online word-of-mouth is focused on the whole network environment, and the scope of the research is so extensive that there is basically no research on a single type of community. And there is little research on how to influence consumer behavior. In view of this, this paper, on the basis of carefully studying the related researches of scholars at home and abroad on the negative network word of mouth, mainly takes the negative network word of mouth as the research object, the trust as the intermediary variable, and the behavior will as the dependent variable. To study the relationship between them before, that is, how they influence each other, and divide the negative word of mouth information into four dimensions, that is, the intensity of negative word of mouth, the intensity of relationship, the professional degree of the communicator and the professional degree of the viewer. Trust is divided into two dimensions, cognitive trust and emotional trust, and consumer behavior will be divided into two dimensions, that is, purchase intention and retransmission intention. The results show that the four dimensions of negative word of mouth information have significant positive correlation with trust. At the same time, the relationship intensity has the most significant impact on trust. There is a significant positive correlation between the dimensions of trust and consumer behavior will. Moreover, the influence of emotional trust is the most significant. The two dimensions of trust play an intermediary role between negative online word-of-mouth and consumers' behavioral will. In addition, according to the research conclusions of this paper, the paper puts forward some marketing or management suggestions for enterprises to use for reference. And points out the research limitation and development direction of this paper.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 黃英,朱順德;二十一世紀(jì)的口碑營銷及其在中國的發(fā)展?jié)摿J];管理現(xiàn)代化;2003年06期

2 王宏偉;;美國應(yīng)急管理的發(fā)展與演變[J];國外社會(huì)科學(xué);2007年02期

3 常亞平;劉興菊;閻俊;張金隆;;虛擬社區(qū)知識(shí)共享之于消費(fèi)者購買意向的研究[J];管理科學(xué)學(xué)報(bào);2011年04期

4 黎小林;;負(fù)面口碑對(duì)顧客購買意愿的影響[J];科技經(jīng)濟(jì)市場;2007年04期

5 陳明亮;客戶重復(fù)購買意向決定因素的實(shí)證研究[J];科研管理;2003年01期

6 董大海,金玉芳;消費(fèi)者行為傾向前因研究[J];南開管理評(píng)論;2003年06期

7 寧連舉;孫韓;;在線負(fù)面評(píng)論對(duì)網(wǎng)絡(luò)消費(fèi)者購買意愿的影響[J];技術(shù)經(jīng)濟(jì);2014年03期

8 畢繼東;胡正明;;網(wǎng)絡(luò)口碑傳播研究綜述[J];情報(bào)雜志;2010年01期

9 李念武;岳蓉;;網(wǎng)絡(luò)口碑可信度及其對(duì)購買行為之影響的實(shí)證研究[J];圖書情報(bào)工作;2009年22期

10 彭賡,呂本富,胡新愛;網(wǎng)上拍賣與信譽(yù)機(jī)制的缺陷[J];預(yù)測;2004年01期

相關(guān)博士學(xué)位論文 前1條

1 畢繼東;負(fù)面網(wǎng)絡(luò)口碑對(duì)消費(fèi)者行為意愿的影響研究[D];山東大學(xué);2010年

本文編號(hào)：1515207