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

【摘要】：網(wǎng)絡(luò)口碑是消費者進行購買決策時重要的參考因素,口碑營銷已經(jīng)成為眾多電商廠家進行網(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,進而對消費者購買決策的產(chǎn)生影響,這其中包含的作用機制非常值得探究。本文將用實驗法探索網(wǎng)絡(luò)口碑的方向和情感線索對口碑信任度的影響機制,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。本文探索口碑的基本屬性對網(wǎng)絡(luò)口碑信任度的影響機制,創(chuàng)新性引入感知角度的情緒感染和理性認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知角度,同時引入接收者對于產(chǎn)品的知識作為調(diào)節(jié)變量。本文通過設(shè)計實驗,模擬真實購物環(huán)境,收集相關(guān)的數(shù)據(jù),使用spss對數(shù)據(jù)行進分析,檢驗研究提出的相關(guān)的假設(shè),得出實驗結(jié)論并提出結(jié)論。研究發(fā)現(xiàn)負向口碑相對于正向口碑的信息有用性以及情緒感染力都更強,對口碑接收者來說口碑信任度也更高;同時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,對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)在進行口碑營銷應(yīng)該充分重視負向口碑,盡最大的可能消除負向口碑的不良影響,同時應(yīng)該鼓勵消費者進行正向評價時帶上感情詞語,這樣會增強網(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】：2015
【分類號】：F274

【參考文獻】

相關(guān)博士學位論文 前1條

1 畢繼東;負面網(wǎng)絡(luò)口碑對消費者行為意愿的影響研究[D];山東大學;2010年

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本文編號：1938001