【摘要】：隨著互聯(lián)網(wǎng)和電子商務(wù)技術(shù)的迅速發(fā)展以及網(wǎng)絡(luò)購(gòu)物環(huán)境日趨完善，網(wǎng)絡(luò)購(gòu)物已成為網(wǎng)民生活的重要組成部分。與此同時(shí)，傳統(tǒng)體育用品鞋服企業(yè)紛紛向電商轉(zhuǎn)型，發(fā)展企業(yè)自身網(wǎng)絡(luò)市場(chǎng)，體育用品網(wǎng)購(gòu)商城不斷涌現(xiàn)，鞋服體育用品網(wǎng)購(gòu)已漸成趨勢(shì)。以往研究已經(jīng)證明，口碑對(duì)消費(fèi)者購(gòu)買態(tài)度和行為意愿有顯著的影響，大多數(shù)消費(fèi)者在做出購(gòu)買決策時(shí)，都會(huì)向外界搜尋相關(guān)信息支援�；ヂ�(lián)網(wǎng)的發(fā)展，使口碑有了新形式——網(wǎng)絡(luò)口碑，網(wǎng)絡(luò)消費(fèi)者也更多地通過網(wǎng)絡(luò)這個(gè)媒介搜尋和獲取信息，網(wǎng)絡(luò)口碑成為消費(fèi)者網(wǎng)絡(luò)購(gòu)物時(shí)的重要信息源。 本研究總結(jié)和吸取了以往學(xué)者關(guān)于網(wǎng)絡(luò)口碑、網(wǎng)絡(luò)口碑影響力、消費(fèi)者購(gòu)買行為等方面研究成果，，結(jié)合口碑相關(guān)理論，構(gòu)建網(wǎng)絡(luò)口碑對(duì)鞋服體育用品購(gòu)買決策影響的理論模型并提出研究假設(shè)，其中選取網(wǎng)絡(luò)口碑質(zhì)量、網(wǎng)絡(luò)口碑時(shí)效性、網(wǎng)絡(luò)口碑極性和網(wǎng)絡(luò)口碑強(qiáng)度作為前因變量，選取消費(fèi)者網(wǎng)絡(luò)口碑感知有用性和可信性作為中介變量，購(gòu)買決策作為結(jié)果變量。接著借鑒適用本研究各變量的成熟測(cè)量量表，結(jié)合鞋服體育用品產(chǎn)品特性與專家意見設(shè)計(jì)了預(yù)調(diào)研問卷。然后，采集預(yù)調(diào)研數(shù)據(jù)，通過信度、效度檢驗(yàn)篩選量表題項(xiàng)并形成正式調(diào)研問卷。最后，選取泉州地區(qū)810名高校大學(xué)生作為研究對(duì)象，進(jìn)行正式調(diào)研，同時(shí)使用軟件AMOS17.0進(jìn)行結(jié)構(gòu)方程模型分析，對(duì)理論模型及研究假設(shè)進(jìn)行驗(yàn)證，對(duì)研究結(jié)論進(jìn)行分析并給出相應(yīng)建議。 通過結(jié)構(gòu)方程模型分析發(fā)現(xiàn)：網(wǎng)絡(luò)口碑質(zhì)量、網(wǎng)絡(luò)口碑時(shí)效性、網(wǎng)絡(luò)口碑極性、網(wǎng)絡(luò)口碑強(qiáng)度與購(gòu)買決策均呈顯著的正相關(guān)關(guān)系；網(wǎng)絡(luò)口碑質(zhì)量、網(wǎng)絡(luò)口碑時(shí)效性、網(wǎng)絡(luò)口碑極性、網(wǎng)絡(luò)口碑強(qiáng)度與消費(fèi)者的網(wǎng)絡(luò)口碑感知可信性均呈顯著正向相關(guān)關(guān)系；網(wǎng)絡(luò)口碑時(shí)效性、網(wǎng)絡(luò)口碑強(qiáng)度與消費(fèi)者的網(wǎng)絡(luò)口碑感知有用性呈顯著正相關(guān)關(guān)系，而網(wǎng)絡(luò)口碑質(zhì)量與網(wǎng)絡(luò)口碑極性和消費(fèi)者的感知有用性之間沒有顯著的正相關(guān)；消費(fèi)者的網(wǎng)絡(luò)口碑感知有用性在網(wǎng)絡(luò)口碑質(zhì)量、網(wǎng)絡(luò)口碑時(shí)效性、網(wǎng)絡(luò)口碑極性和網(wǎng)絡(luò)口碑強(qiáng)度對(duì)購(gòu)買決策的影響中均起到中介作用。
[Abstract]:With the rapid development of Internet and e-commerce technology and the improvement of online shopping environment, online shopping has become an important part of the life of netizens. At the same time, traditional sports goods and shoes and clothing enterprises have transformed to e-commerce, the development of their own network market, sports goods online shopping malls continue to emerge, shoes and clothing sports goods online shopping has gradually become a trend. Previous studies have proved that word-of-mouth has a significant impact on consumers' purchase attitude and behavior intention. Most consumers search for relevant information support from the outside world when making purchase decisions. With the development of the Internet, word of mouth has a new form-network word of mouth, network consumers also more through the network as a medium to search for and obtain information, network word of mouth has become an important source of information for consumers in online shopping. This study summarizes and absorbs the previous scholars' research results on network word of mouth, network word of mouth influence, consumer purchase behavior and so on, combined with the related theories of word of mouth. The theoretical model of the influence of network word of mouth on the purchase decision of shoes and clothing sporting goods is constructed and the research hypothesis is put forward. The quality of network word of mouth, the timeliness of network word of mouth, the polarity of network word of mouth and the intensity of network word of mouth are selected as antecedents. Consumer network word-of-mouth perceived usefulness and credibility are selected as intermediary variables and purchase decisions as result variables. Then, referring to the mature measurement scale applicable to each variable of this study, combined with the characteristics of shoes and clothing sports products and expert opinions, a pre-survey questionnaire was designed. Then, collect the pre-survey data, through the reliability, validity test to screen the questionnaire items and form a formal questionnaire. Finally, 810 college students in Quanzhou area are selected as the research object, and the structural equation model is analyzed by using the software AMOS17.0, and the theoretical model and research hypothesis are verified. The research conclusions are analyzed and the corresponding suggestions are given. Through the analysis of structural equation model, it is found that there is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and purchase decision. There is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and consumers' perceived credibility of network word-of-mouth. The timeliness of network word of mouth and the intensity of network word of mouth are positively correlated with the perceived usefulness of consumers, but there is no significant positive correlation between the quality of network word of mouth and the polarity of network word of mouth and the perceived usefulness of consumers. The usefulness of consumers' network word-of-mouth perception plays an intermediary role in the influence of network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity and network word-of-mouth intensity on purchasing decisions.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.8;F724.6

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