本文選題：口碑再傳播 + 認(rèn)知信任�。� 參考：《浙江大學(xué)》2015年碩士論文

【摘要】：伴隨著近年來(lái)互聯(lián)網(wǎng)以及電子商務(wù)的高速發(fā)展,產(chǎn)品類(lèi)虛擬社區(qū)成為許多創(chuàng)業(yè)企業(yè)進(jìn)行產(chǎn)品營(yíng)銷(xiāo)的重要平臺(tái),數(shù)以百萬(wàn)計(jì)的消費(fèi)者在這些平臺(tái)上對(duì)產(chǎn)品口碑信息進(jìn)行廣泛的討論,并且將其認(rèn)為值得信任的信息進(jìn)行進(jìn)一步的傳播。然而虛擬社區(qū)中口碑再傳播意愿的影響因素在學(xué)術(shù)界卻很少被研究,本文旨在研究基于信任中介的虛擬社區(qū)內(nèi)口碑再傳播意愿影響因素。 本文基于以往的文獻(xiàn)研究,建立起以信任為中介的虛擬社區(qū)口碑再傳播意愿影響模型。主要分為三個(gè)部分：信任的前因,主要是感知專(zhuān)業(yè)性與在線(xiàn)聯(lián)結(jié)強(qiáng)度；信任,進(jìn)一步劃分為認(rèn)知信任與情感信任；口碑再傳播意愿。同時(shí),虛擬社區(qū)感將會(huì)對(duì)口碑再傳播意愿起調(diào)節(jié)作用。 通過(guò)實(shí)證研究,本文得出了以下重要結(jié)論： 一、在虛擬社區(qū)環(huán)境下,認(rèn)知信任主要受到感知專(zhuān)業(yè)性的影響；而情感信任則同時(shí)受到感知專(zhuān)業(yè)性以及在線(xiàn)聯(lián)結(jié)強(qiáng)度的影響。 二、認(rèn)知信任僅在從感知專(zhuān)業(yè)性到口碑再傳播意愿的影響路徑上起中介作用；情感信任在從感知專(zhuān)業(yè)性到口碑再傳播意愿,以及在線(xiàn)聯(lián)結(jié)強(qiáng)度到口碑再傳播意愿的影響路徑上都有中介作用。 三、虛擬社區(qū)感對(duì)認(rèn)知信任與情感信任對(duì)口碑再傳播意愿的影響都是正向的調(diào)節(jié)作用。 結(jié)合以上研究結(jié)果,本文對(duì)創(chuàng)業(yè)企業(yè)在產(chǎn)品類(lèi)虛擬社區(qū)平臺(tái)上進(jìn)行口碑營(yíng)銷(xiāo)戰(zhàn)略的策劃與實(shí)施提出了營(yíng)銷(xiāo)建議,同時(shí)也對(duì)研究中存在的不足以及未來(lái)相關(guān)研究的方向進(jìn)行了探討。
[Abstract]:With the rapid development of the Internet and e-commerce in recent years, the virtual community of products has become an important platform for many entrepreneurial enterprises to carry out product marketing. Millions of consumers discuss word-of-mouth information widely on these platforms and further disseminate information that they believe to be trustworthy. However, the influencing factors of retransmission intention of word of mouth in virtual community are seldom studied in academic circles. The purpose of this paper is to study the influencing factors of retransmission intention of word of mouth in virtual community based on trust intermediary. Based on the previous literature research, this paper establishes a model of the influence of retransmission intention of word of mouth in virtual community mediated by trust. It is mainly divided into three parts: the antecedents of trust, mainly perceived professionalism and online connection strength; trust, further divided into cognitive trust and emotional trust; word of mouth re-dissemination will. At the same time, the sense of virtual community will play a regulatory role in the retransmission of word of mouth. Through empirical research, this paper draws the following important conclusions: First, in the virtual community environment, cognitive trust is mainly influenced by perceived professionalism, while emotional trust is affected by both perceived professionalism and online connection strength. Second, cognitive trust only plays an intermediary role in the influence path from perceived professionalism to word of mouth retransmission willingness, and emotional trust plays an intermediary role in the process from perceived professionalism to word of mouth retransmission willingness. And the influence of online connection intensity to word of mouth retransmission will have intermediary role. Thirdly, the effect of virtual community sense on cognitive trust and emotional trust on retransmission intention of word of mouth is positive. Combined with the above research results, this paper puts forward some marketing suggestions for venture enterprises to plan and implement word-of-mouth marketing strategy on the platform of virtual community of products. At the same time, the shortcomings of the research and the direction of future research are also discussed.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G206

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張利萍;聯(lián)結(jié)強(qiáng)度對(duì)16和20個(gè)月嬰兒跨情境詞匯學(xué)習(xí)的影響[D];浙江大學(xué);2013年

，

本文編號(hào)：1972477