發(fā)布時間：2018-02-16 00:19

  本文關鍵詞： 網(wǎng)絡口碑 大學生購買意愿 感知利益 感知風險 信任　出處：《哈爾濱理工大學》2012年碩士論文　論文類型：學位論文

【摘要】：在互聯(lián)網(wǎng)飛速發(fā)展的今天，以互聯(lián)網(wǎng)為載體的網(wǎng)絡營銷已經(jīng)成為一個重要的銷售平臺。在網(wǎng)絡營銷中，網(wǎng)絡口碑是消費者獲取產(chǎn)品信息的主要渠道。研究網(wǎng)絡口碑傳播對購買意愿的影響將對企業(yè)網(wǎng)絡口碑營銷決策提供依據(jù)，具有理論和實際意義。 論文在中外學者關于網(wǎng)絡口碑傳播研究的基礎上，借鑒前人的觀點，分別從正面和負面網(wǎng)絡口碑角度出發(fā)構建了網(wǎng)絡口碑傳播對大學生購買意愿影響的研究模型。該研究模型從三個方面入手，通過八個因素研究網(wǎng)絡口碑對大學生購買意愿的影響。三個方面包括網(wǎng)絡口碑信息發(fā)出者的特征、網(wǎng)絡口碑接收者的特征以及網(wǎng)絡口碑信息自身的特征；三個方面所包括的八個因素有：發(fā)送者的專業(yè)性、接收者的購買迫切性、承擔風險能力、信任傾向、品牌印象、產(chǎn)品涉入程度以及網(wǎng)絡口碑信息數(shù)量和網(wǎng)絡口碑視覺線索。論文在理論分析的基礎上，選取在校大學生為研究對象，提出研究假設并進行調(diào)查問卷的設計。以感知利益或感知風險、信任為中間變量，構建網(wǎng)絡口碑對購買意愿影響的研究模型，利用結構方程對其進行驗證。 結果表明，，在正面網(wǎng)絡口碑中，承擔風險能力對購買意愿的影響并不顯著，其余因素都能夠顯著影響購買意愿；在負面網(wǎng)絡口碑中，口碑發(fā)出者的專業(yè)性和口碑接收者的品牌印象對最終的購買意愿沒有顯著影響。最后根據(jù)對研究假設的驗證結果，為企業(yè)開展網(wǎng)絡口碑營銷提供建議。
[Abstract]:With the rapid development of the Internet, Internet marketing has become an important sales platform. Internet word of mouth (WOM) is the main channel for consumers to obtain product information. It is of theoretical and practical significance to study the influence of internet word-of-mouth communication on purchasing intention. On the basis of the research of Chinese and foreign scholars on the spread of network word of mouth, the thesis draws lessons from the previous viewpoints. From the perspective of positive and negative internet word-of-mouth, this paper constructs a research model of the influence of network word-of-mouth communication on college students' purchase intention. The research model starts with three aspects. Through eight factors, this paper studies the influence of internet word of mouth on college students' willingness to buy. Three aspects include the characteristics of the sender of network word of mouth information, the characteristics of the recipient of network word of mouth and the characteristics of the network word of mouth information itself. The eight factors included in the three aspects are: the professionalism of the sender, the urgency of the recipient's purchase, the ability to take risks, the tendency to trust, and the impression of the brand. On the basis of theoretical analysis, the thesis chooses the college students as the research object, the content of the product involvement, the quantity of the network word-of-mouth information and the visual clue of the network word-of-mouth. The research hypothesis is proposed and the questionnaire is designed. With perceived interest or perceived risk and trust as the intermediate variable, the research model of the influence of network word-of-mouth on purchase intention is constructed, and the structural equation is used to verify it. The results show that, in positive internet word-of-mouth, risk-taking ability has no significant effect on purchase intention, while other factors can significantly affect purchase intention, while in negative Internet word-of-mouth, The professionalism of word-of-mouth issuers and the brand impressions of word-of-mouth receivers have no significant influence on the final purchase intention. Finally, according to the results of the research hypotheses, suggestions are provided for enterprises to carry out online word-of-mouth marketing.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;G649.2;F224

【參考文獻】

相關期刊論文 前10條

1 劉建新;陳雪陽;;口碑傳播的形成機理與口碑營銷[J];財經(jīng)論叢;2007年05期

2 賴勝強;朱敏;;網(wǎng)絡口碑研究述評[J];財貿(mào)經(jīng)濟;2009年06期

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

4 伍麗君;網(wǎng)上消費者行為分析[J];湖北社會科學;2001年12期

5 姚若輝;;口碑營銷在虛擬社區(qū)的應用分析[J];管理觀察;2008年18期

6 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;2003年02期

7 金立印;;網(wǎng)絡口碑信息對消費者購買決策的影響：一個實驗研究[J];經(jīng)濟管理;2007年22期

8 羅曉光;于紅穎;;顧客口碑傳播網(wǎng)絡的形成與發(fā)展[J];科技與管理;2009年02期

9 劉楓;李晉瑤;;基于互聯(lián)網(wǎng)的消費者行為模式研究[J];科協(xié)論壇(下半月);2007年02期

10 趙盈,張躍;電子商務環(huán)境下消費者行為的特點及其對網(wǎng)絡營銷的影響[J];江蘇商論;2004年04期

本文編號：1514221