本文選題：社交網(wǎng)絡(luò) + 化妝品消費行為��； 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：近幾年來,我國的社交網(wǎng)絡(luò)發(fā)展迅速,給人們工作、生活、學(xué)習(xí)帶來極大便利的同時,也為各企業(yè)的營銷方式和現(xiàn)代人消費行為模式帶來了巨大的轉(zhuǎn)變,社交網(wǎng)絡(luò)不僅改變了消費者與企業(yè)、營銷者之間的溝通模式,企業(yè)、營銷者也可以及時地發(fā)現(xiàn)潛在存在的問題和機(jī)遇,促進(jìn)企業(yè)業(yè)務(wù)的發(fā)展。而化妝品行業(yè)具有一定的特殊性,近幾年來女性化妝品消費不斷增長,作者便將目光落在大學(xué)生群體中,女大學(xué)生作為女性化妝品消費群體中特殊的消費群體,雖然受到消費能力、環(huán)境等諸多限制,但當(dāng)今女大學(xué)生在化妝品消費領(lǐng)域的作用仍是不容小覷的,而社交網(wǎng)絡(luò)在女大學(xué)生選購化妝品過程中又起到了一定的影響,因此研究社交網(wǎng)絡(luò)對女大學(xué)生化妝品購買的影響研究既有理論意義,又有實踐指導(dǎo)。但目前國內(nèi)還缺乏關(guān)于社交網(wǎng)絡(luò)對女大學(xué)生化妝品消費行為影響的研究,甚至說是一個空白,因此本研究著重探討在社交網(wǎng)絡(luò)中,女大學(xué)生的社交活動行為對其化妝品購買意愿的影響機(jī)制,為社交網(wǎng)絡(luò)中化妝品行業(yè)的理論研究和營銷實踐提供可靠的依據(jù)和指導(dǎo)。 鑒于此,本文以社交網(wǎng)絡(luò)為研究平臺,以成都女大學(xué)生為研究對象,在借鑒國內(nèi)外學(xué)者對社交網(wǎng)絡(luò)、消費行為等相關(guān)研究的基礎(chǔ)上,根據(jù)社交網(wǎng)絡(luò)、網(wǎng)絡(luò)口碑、消費者購買意愿、感知價值、信任等理論,提出了社交網(wǎng)絡(luò)中化妝品消費行為的維度與測量量表,并提出假設(shè)模型,利用SPSS17.0、AMOS17.0軟件進(jìn)行假設(shè)模型的驗證。本文以成都女大學(xué)生對社交網(wǎng)絡(luò)化妝品信息認(rèn)知(網(wǎng)絡(luò)信任、感知價值)為中間變量,構(gòu)建了社交網(wǎng)絡(luò)中成都女大學(xué)生化妝品消費行為的各個維度(有用性、參與性、對話性、連通性)、成都女大學(xué)生對社交網(wǎng)絡(luò)化妝品信息認(rèn)知(網(wǎng)絡(luò)信任、感知價值)、購買意愿三者之間的研究模型,并通過訪談、問卷等實證調(diào)研探討社交網(wǎng)絡(luò)對成都女大學(xué)生化妝品購買意愿的影響模式。得出以下結(jié)論：成都女大學(xué)生對社交網(wǎng)絡(luò)的信任、感知價值與購買意愿成正相關(guān)關(guān)系；社交網(wǎng)絡(luò)有用性與成都女大學(xué)生對社交網(wǎng)絡(luò)信任、化妝品購買意愿成正相關(guān)關(guān)系；社交網(wǎng)絡(luò)的參與性與成都女大學(xué)生對社交網(wǎng)絡(luò)信任、感知價值、化妝品購買意愿成正相關(guān)關(guān)系；社交網(wǎng)絡(luò)的對話性與成都女大學(xué)生對社交網(wǎng)絡(luò)信任、感知價值、化妝品購買意愿成正相關(guān)關(guān)系；社交網(wǎng)絡(luò)的連通性與成都女大學(xué)生對社交網(wǎng)絡(luò)的信任和感知價值成正相關(guān)關(guān)系。
[Abstract]:In recent years, the rapid development of social networks in China has brought great convenience to people to work, live and study, at the same time, it has also brought tremendous changes to the marketing mode of enterprises and the consumption behavior patterns of modern people.Social network not only changes the communication mode between consumers and enterprises, but also promotes the development of business. Enterprises and marketers can also discover the potential problems and opportunities in time.The cosmetics industry has some particularity. In recent years, the consumption of female cosmetics has been increasing, the author will focus on the college students, female college students as a special consumer group of female cosmetics,Although limited by consumption ability, environment and so on, the role of female college students in the field of cosmetics consumption is still not to be underestimated, and the social network has played a certain role in the process of selecting and buying cosmetics for female college students.Therefore, the research on the influence of social network on cosmetics purchase of female college students has both theoretical and practical significance.However, there is still a lack of research on the influence of social network on cosmetics consumption behavior of female college students, even a blank, so this study focuses on the social network.The influence mechanism of female college students' social activities on their cosmetics purchase will provide reliable basis and guidance for the theoretical research and marketing practice of cosmetics industry in social network.In view of this, this paper takes the social network as the research platform, takes Chengdu female college students as the research object, draws lessons from the domestic and foreign scholars to the social network, the consumption behavior and so on related research foundation, according to the social network, the network word-of-mouth,Based on the theory of consumers' willingness to buy, perceived value and trust, the dimensions and measurement scale of cosmetics consumption behavior in social networks are put forward, and a hypothetical model is proposed, which is verified by SPSS 17.0 / AMOS17.0 software.Taking Chengdu female college students' cognition of cosmetics information (network trust, perceived value) as intermediate variables, this paper constructs the dimensions (usefulness, participation, dialogue) of cosmetics consumption behavior of Chengdu female college students in social network.Connectivity, Chengdu female college students' perception of cosmetic information on social networks (online trust, perceived value, purchase intention) is a research model, and through interviews,Questionnaire and other empirical research to explore the impact of social networks on Chengdu female college students cosmetics purchase willingness model.The conclusions are as follows: Chengdu female college students' trust in social network, perceived value and purchase intention are positively correlated, the usefulness of social network is positively related to Chengdu female college students' trust in social network, cosmetics purchase intention is positive correlation;The participation of social network has a positive correlation with Chengdu female college students' trust, perceived value and cosmetics purchase intention, and the dialogue of social network and Chengdu female college students' trust and perceived value of social network.Cosmetics purchase intention was positively correlated with social network connectivity and Chengdu female college students' trust and perceived value of social network were positively correlated.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;G645.5;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 徐琳;;網(wǎng)絡(luò)口碑可信度影響因素的實證研究[J];財貿(mào)研究;2007年05期

2 陳新躍,楊德禮;基于顧客價值的消費者購買決策模型[J];管理科學(xué);2003年02期

3 孟繁榮;孔祥習(xí);彭益福;;化妝品網(wǎng)絡(luò)營銷渠道與傳統(tǒng)渠道的沖突管理[J];經(jīng)濟(jì)師;2010年03期

4 于海霞;;不同傳播途徑的化妝品廣告對女大學(xué)生購買意向影響的研究[J];大眾商務(wù);2010年08期

5 喻國明;;關(guān)注Web2.0:新傳播時代的實踐圖景[J];新聞與寫作;2007年01期

相關(guān)博士學(xué)位論文 前3條

1 許瑩;農(nóng)產(chǎn)品廣告投放及消費者反應(yīng)研究[D];浙江大學(xué);2007年

2 夢非;社會化商務(wù)環(huán)境下意見領(lǐng)袖對購買意愿的影響研究[D];南京大學(xué);2012年

3 張彥超;社交網(wǎng)絡(luò)服務(wù)中信息傳播模式與輿論演進(jìn)過程研究[D];北京交通大學(xué);2012年

相關(guān)碩士學(xué)位論文 前10條

1 吳振華;長沙城區(qū)女性購買化妝品的影響因素初探[D];湖南師范大學(xué);2010年

2 徐弘;社交網(wǎng)絡(luò)對游客購買意向影響研究[D];浙江大學(xué);2011年

3 何璐;我國SNS社交網(wǎng)絡(luò)的發(fā)展與人們交往方式的研究[D];陜西師范大學(xué);2011年

4 陸奇;移動社交網(wǎng)絡(luò)對青年受眾態(tài)度和行為的影響研究[D];電子科技大學(xué);2011年

5 劉興菊;SNS環(huán)境中消費者交互行為對購買意向的影響機(jī)制研究[D];華中科技大學(xué);2010年

6 張麗璇;當(dāng)代大學(xué)生在社交網(wǎng)絡(luò)中的行為研究及思想政治教育對策[D];北京化工大學(xué);2011年

7 林華;中國化妝品網(wǎng)絡(luò)營銷策略的研究[D];湖南農(nóng)業(yè)大學(xué);2005年

8 倪曄剛;虛擬社區(qū)中第三方評價模式對消費者購買意愿的影響研究[D];復(fù)旦大學(xué);2008年

9 王冰;社交網(wǎng)絡(luò)電子商務(wù)應(yīng)用用戶研究與交互設(shè)計[D];大連海事大學(xué);2009年

10 邱蕾;社會化媒體對消費者購買意愿的影響研究[D];江西財經(jīng)大學(xué);2009年

，

本文編號：1745542