發(fā)布時(shí)間：2018-04-30 17:20

  本文選題：口碑傳播 + 培訓(xùn)服務(wù)市場(chǎng)　； 參考：《蘇州大學(xué)》2012年碩士論文

【摘要】：口碑傳播與消費(fèi)者行為的密切聯(lián)系早己經(jīng)被學(xué)者們的研究所證實(shí)。由于服務(wù)具有無(wú)形性等特點(diǎn)，消費(fèi)者在購(gòu)買之前更傾向于從有經(jīng)驗(yàn)的信息源那里搜尋口碑信息，許多學(xué)者的研究已證實(shí)口碑在服務(wù)行業(yè)中比產(chǎn)品市場(chǎng)中更具影響力。培訓(xùn)是極具自主性和個(gè)性化的無(wú)形性程度較高的服務(wù)，大學(xué)生培訓(xùn)服務(wù)消費(fèi)是近年來(lái)增長(zhǎng)最快的消費(fèi)熱點(diǎn)之一。因而，研究大學(xué)生培訓(xùn)服務(wù)市場(chǎng)中口碑傳播對(duì)消費(fèi)者行為的影響具有重要的意義。 本文的研究分為四大部分：第一部分對(duì)口碑傳播和消費(fèi)者行為相關(guān)文獻(xiàn)的整理、總結(jié)，并在此基礎(chǔ)上提出了本文的概念模型及研究假設(shè)；第二部分，定義并測(cè)量變量，編制調(diào)查問(wèn)卷，發(fā)放問(wèn)卷收集數(shù)據(jù)；第三部分運(yùn)用統(tǒng)計(jì)軟件SPSS19.0進(jìn)行數(shù)據(jù)分析，驗(yàn)證本文假設(shè)；第四部分，針對(duì)研究結(jié)果提出自己的管理建議。本文的主要研究結(jié)論如下： （1）接收者專業(yè)水平、接收者口碑偏好、接收者信任傾向、傳播者專業(yè)水平與口碑傳播對(duì)購(gòu)買決策的影響力有顯著相關(guān)性。而口碑語(yǔ)調(diào)和接收者感知風(fēng)險(xiǎn)與口碑傳播對(duì)購(gòu)買決策的影響力沒(méi)有顯著的影響作用。 （2）接收者口碑偏好、傳播者專業(yè)水平會(huì)影響消費(fèi)者進(jìn)一步傳播口碑的行為。本文的研究還顯示：口碑傳播對(duì)購(gòu)買決策的影響越大，，消費(fèi)者進(jìn)一步傳播口碑的可能性越大。 （3）接收者口碑偏好、信任傾向?qū)邮照咚褜ぶ鲃?dòng)性有顯著正向影響。而且，搜尋主動(dòng)性是接收者口碑偏好、接受者信任傾向與口碑傳播對(duì)購(gòu)買決策的影響力之間的中介變量。 據(jù)以上結(jié)論，本文提出了相應(yīng)的管理建議，并對(duì)本研究的局限以及今后研究的方向進(jìn)行了探討。
[Abstract]:The close relationship between word-of-mouth communication and consumer behavior has long been confirmed by scholars. Because of the intangibility of service consumers tend to search for word of mouth information from experienced information sources before purchasing. Many scholars have confirmed that word of mouth is more influential than product market in service industry. Training is a highly independent and individualized invisible service, and the consumption of college students' training service is one of the fastest growing consumption hotspots in recent years. Therefore, it is of great significance to study the influence of word of mouth communication on consumer behavior in the training service market for college students. The research of this paper is divided into four parts: the first part summarizes and summarizes the literature on word of mouth communication and consumer behavior, and then puts forward the conceptual model and research hypothesis of this paper, the second part, defines and measures the variables. The third part uses the statistical software SPSS19.0 to analyze the data to verify the hypothesis of this paper. The fourth part puts forward its own management suggestions for the research results. The main conclusions of this paper are as follows: 1) the professional level of the receiver, the preference of the receiver's word of mouth, the tendency of the receiver's trust, the professional level of the communicator and the influence of the word of mouth communication on the purchasing decision are significantly correlated. Word of mouth intonation, perceived risk and the influence of word of mouth communication have no significant influence on purchasing decision. 2) the recipient's word-of-mouth preference and the professional level of the communicator will influence the consumer's behavior of further spreading word-of-mouth. The study also shows that the greater the influence of word-of-mouth communication on purchasing decisions, the more likely consumers are to further spread word-of-mouth. 3) the recipient's word-of-mouth preference and trust tendency have a significant positive effect on the receiver's search initiative. Moreover, the search initiative is the intermediary variable between the recipient's word-of-mouth preference, the recipient's trust tendency and the influence of word-of-mouth communication on the purchase decision. According to the above conclusions, this paper puts forward the corresponding management suggestions, and discusses the limitations of this study and the direction of future research.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G649.2;F274

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本文編號(hào)：1825465