【摘要】：21世紀(jì)互聯(lián)網(wǎng)蓬勃發(fā)展給我們的生活帶來了新元素,網(wǎng)絡(luò)購(gòu)物因方便、實(shí)惠、刺激、時(shí)尚等特點(diǎn)已經(jīng)普及到人們的生活,但網(wǎng)絡(luò)購(gòu)物的發(fā)展也伴隨著一些問題的產(chǎn)生。消費(fèi)者因看不到商品實(shí)物而無法辨別商品真?zhèn)位蛱暨x到適合自己的商品。因此,網(wǎng)絡(luò)口碑成為影響消費(fèi)者購(gòu)買決策的關(guān)鍵部分。網(wǎng)絡(luò)護(hù)膚品銷售數(shù)額在網(wǎng)絡(luò)銷售市場(chǎng)占有相當(dāng)高的比重,因產(chǎn)品特性讓護(hù)膚品消費(fèi)者更加愿意采納大眾的意見,因而護(hù)膚品網(wǎng)絡(luò)口碑已經(jīng)成為消費(fèi)者在網(wǎng)絡(luò)市場(chǎng)選購(gòu)護(hù)膚品重要的決策依據(jù)。本文研究的核心是網(wǎng)絡(luò)口碑對(duì)護(hù)膚品消費(fèi)者購(gòu)買意愿的影響,以網(wǎng)絡(luò)口碑為研究對(duì)象,通過大量查閱國(guó)內(nèi)外相關(guān)研究文獻(xiàn),構(gòu)建“網(wǎng)絡(luò)口碑—消費(fèi)者信任—護(hù)膚品消費(fèi)者購(gòu)買意愿”的研究模型,根據(jù)模型提出假設(shè),定義變量,設(shè)計(jì)問卷,以線上購(gòu)買護(hù)膚品消費(fèi)者為調(diào)查樣本,發(fā)放400份問卷,收回322份有效問卷,通過對(duì)數(shù)據(jù)進(jìn)行信度分析和效度分析,在確保問卷的可用性之后再進(jìn)行相關(guān)分析及回歸分析,以此驗(yàn)證網(wǎng)絡(luò)口碑對(duì)護(hù)膚品消費(fèi)者的作用機(jī)制。本文主要得出以下結(jié)論:(1)網(wǎng)絡(luò)口碑質(zhì)量、得分、專業(yè)性對(duì)護(hù)膚品消費(fèi)者的認(rèn)知信任有著顯著的正向影響,網(wǎng)絡(luò)口碑?dāng)?shù)量對(duì)其影響不顯著;(2)網(wǎng)絡(luò)口碑質(zhì)量、數(shù)量、專業(yè)性對(duì)護(hù)膚品消費(fèi)者情感信任有著顯著的正向影響,對(duì)網(wǎng)絡(luò)口碑得分的影響并不顯著;(3)消費(fèi)者認(rèn)知信任、情感信任對(duì)護(hù)膚品消費(fèi)者購(gòu)買意愿正向影響顯著;(4)消費(fèi)者認(rèn)知信任、情感信任在網(wǎng)絡(luò)口碑對(duì)護(hù)膚品消費(fèi)者購(gòu)買意愿影響存在中介調(diào)整作用,網(wǎng)絡(luò)口碑質(zhì)量、得分及專業(yè)性因中介效應(yīng)對(duì)護(hù)膚品消費(fèi)者購(gòu)買意愿影響程度發(fā)生改變,而網(wǎng)絡(luò)口碑?dāng)?shù)量因消費(fèi)者情感信任的中介效應(yīng)對(duì)護(hù)膚品消費(fèi)者產(chǎn)生顯著影響。
[Abstract]:The vigorous development of the Internet in the 21st century has brought new elements to our life. Because of convenience, benefit, stimulation, fashion and so on, online shopping has been popularized into people's lives, but the development of online shopping has also been accompanied by some problems. Because consumers can not see the real goods and can not identify the authenticity of goods or choose their own goods. Therefore, the network word of mouth becomes the key part of the consumer purchase decision. The amount of online skin care products sales accounts for a high proportion of the online sales market. Because of the characteristics of the products, consumers of skin care products are more willing to adopt popular opinions. Therefore, the online reputation of skin care products has become an important basis for consumers to choose and purchase skin care products in the online market. The core of this paper is the influence of internet word-of-mouth on consumers' willingness to buy skin care products. The research model of "online word-of-mouth, consumer trust and consumers' willingness to buy skin care products" was constructed. According to the model, the hypothesis was put forward, variables were defined, questionnaires were designed, and 400 questionnaires were distributed to consumers who bought skin care products online. 322 valid questionnaires were collected, and the reliability and validity of the data were analyzed, and then the correlation analysis and regression analysis were carried out after ensuring the availability of the questionnaire, so as to verify the effect mechanism of internet word-of-mouth on the consumers of skin care products. The main conclusions of this paper are as follows: (1) the quality, score and specialty of online word-of-mouth have a significant positive effect on the cognitive trust of skin care consumers, but the number of Internet word-of-mouth has no significant effect on it; (2) the quality, quantity and specialty of online word-of-mouth have a significant positive effect on the emotional trust of skin care consumers, but not on the score of online word-of-mouth; (3) consumers' cognitive trust and emotional trust have a significant positive effect on consumers' purchase intention; (4) consumers' cognitive trust, emotional trust and the influence of online word of mouth on consumers' purchase intention of skin care products have mediating effect, and the quality of online word of mouth. The score and specialty affect the consumers' purchase intention, while the number of online word-of-mouth has a significant influence on the skin care consumers because of the intermediary effect of consumers' emotional trust.
【學(xué)位授予單位】：東華理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.72;F713.55

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本文編號(hào)：2357539