本文選題：網(wǎng)絡(luò)口碑 + 情緒感染�。� 參考：《哈爾濱工業(yè)大學(xué)》2015年碩士論文

【摘要】：網(wǎng)絡(luò)口碑是消費(fèi)者進(jìn)行購買決策時(shí)重要的參考因素,口碑營銷已經(jīng)成為眾多電商廠家進(jìn)行網(wǎng)絡(luò)營銷的重要手段。但是網(wǎng)絡(luò)口碑的屬性特征如何影響網(wǎng)絡(luò)口碑接收者信任,進(jìn)而對(duì)消費(fèi)者購買決策的產(chǎn)生影響,這其中包含的作用機(jī)制非常值得探究。本文將用實(shí)驗(yàn)法探索網(wǎng)絡(luò)口碑的方向和情感線索對(duì)口碑信任度的影響機(jī)制,為企業(yè)合理的口碑管理以及有效的口碑營銷策略提供指導(dǎo)。本文探索口碑的基本屬性對(duì)網(wǎng)絡(luò)口碑信任度的影響機(jī)制,創(chuàng)新性引入感知角度的情緒感染和理性認(rèn)知角度的信息有用性作為中介變量,而不是之前大部分研究集中于理性認(rèn)知角度,同時(shí)引入接收者對(duì)于產(chǎn)品的知識(shí)作為調(diào)節(jié)變量。本文通過設(shè)計(jì)實(shí)驗(yàn),模擬真實(shí)購物環(huán)境,收集相關(guān)的數(shù)據(jù),使用spss對(duì)數(shù)據(jù)行進(jìn)分析,檢驗(yàn)研究提出的相關(guān)的假設(shè),得出實(shí)驗(yàn)結(jié)論并提出結(jié)論。研究發(fā)現(xiàn)負(fù)向口碑相對(duì)于正向口碑的信息有用性以及情緒感染力都更強(qiáng),對(duì)口碑接收者來說口碑信任度也更高;同時(shí)含有感情詞的口碑要比沒有感情詞的口碑信息有用性以及情緒感染力都更強(qiáng),對(duì)口碑接收者來說口碑信任度也更高。研究發(fā)現(xiàn)信息有用性和情緒感染在網(wǎng)絡(luò)口碑方向和情緒線索對(duì)口碑信任度的影響過程中起著明顯的中介作用。所以企業(yè)在進(jìn)行口碑營銷應(yīng)該充分重視負(fù)向口碑,盡最大的可能消除負(fù)向口碑的不良影響,同時(shí)應(yīng)該鼓勵(lì)消費(fèi)者進(jìn)行正向評(píng)價(jià)時(shí)帶上感情詞語,這樣會(huì)增強(qiáng)網(wǎng)絡(luò)口碑的影響力。
[Abstract]:Internet word of mouth is an important reference factor for consumers to make purchase decisions. Word of mouth marketing has become an important means for many e-commerce manufacturers to carry out online marketing. However, how the attribute characteristics of the network word of mouth affect the trust of the receiver of the network word of mouth, and then influence the consumer purchase decision, which includes the mechanism is worth exploring. This paper will explore the influence mechanism of network word-of-mouth direction and emotional clue on word-of-mouth trust by means of experiment, and provide guidance for enterprise's rational word-of-mouth management and effective word-of-mouth marketing strategy. This paper explores the mechanism of the influence of the basic attributes of word-of-mouth on the network word-of-mouth trust, and innovatively introduces the emotional infection from the perspective of perception and the usefulness of information from the perspective of rational cognition as intermediary variables. Most of the previous studies focused on rational cognition, and the knowledge of the product was introduced as a regulating variable. This paper designs experiments, simulates real shopping environment, collects relevant data, uses spss to analyze the data travel, tests the relevant hypotheses put forward by the research, draws the experimental conclusions and puts forward the conclusions. The study found that the information usefulness and emotional appeal of negative word of mouth are stronger than that of positive word of mouth. At the same time, the word-of-mouth with emotional words is more useful and emotional than those without emotional words, and the word-of-mouth receiver has a higher level of word-of-mouth trust. It is found that information usefulness and emotional infection play an important role in the process of the influence of online word-of-mouth direction and emotional cues on word-of-mouth trust. Therefore, enterprises should pay full attention to negative word of mouth in word of mouth marketing, as far as possible to eliminate the negative impact of word of mouth, and should encourage consumers to carry on positive evaluation with emotional words, which will enhance the influence of network word of mouth.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

【參考文獻(xiàn)】

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

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本文編號(hào)：1938001