【摘要】：21世紀(jì)以來,隨著信息技術(shù)的高速發(fā)展,人們的購物方式發(fā)生巨變,通過在線購物后留下的網(wǎng)絡(luò)評論日積月累,已經(jīng)具備一定的規(guī)模,這些評論就是網(wǎng)絡(luò)口碑的一種形式。研究網(wǎng)絡(luò)口碑對于消費(fèi)者的購買意愿影響研究已經(jīng)不是一個無人問津的領(lǐng)域,現(xiàn)在已經(jīng)有相關(guān)學(xué)者對于電影、圖書、旅游等網(wǎng)絡(luò)口碑進(jìn)行了學(xué)術(shù)研究,得出了具有現(xiàn)實(shí)意義的結(jié)論,對于推動該領(lǐng)域發(fā)展起到了重要的作用。本文以大學(xué)生為研究主體,選取購買手機(jī)產(chǎn)品后的網(wǎng)絡(luò)口碑為研究對象,目的在于手機(jī)產(chǎn)品下積累的網(wǎng)絡(luò)口碑中研究得出有關(guān)手機(jī)產(chǎn)品的網(wǎng)絡(luò)口碑如何影響大學(xué)生購買意愿,并給出相對應(yīng)的營銷策略。本文首先對前人文獻(xiàn)進(jìn)行了梳理,得出來可能存在的影響因素,做出假設(shè);然后通過問卷調(diào)查,收集并整理數(shù)據(jù),對所得數(shù)據(jù)進(jìn)行分析得出影響大學(xué)生購買手機(jī)意愿的網(wǎng)絡(luò)口碑的主要因素,并揭示研究對象與各研究變量之間的關(guān)系;最后,通過建立結(jié)構(gòu)方程模型對所得的變量進(jìn)行深入的分析,剔除不顯著的路徑,得出更能夠反映網(wǎng)絡(luò)口碑如何影響大學(xué)生群體購買意愿的模型。同時,根據(jù)對假設(shè)的驗(yàn)證得出結(jié)論并為大學(xué)生群體制定適合的營銷策略。
[Abstract]:Since the 21st century, with the rapid development of information technology, people's shopping methods have changed dramatically. The online comments left behind by online shopping have accumulated over time and have a certain scale. These comments are a form of online word of mouth. The study of the impact of online word of mouth on consumers' willingness to buy is no longer an unattended field. Now, some relevant scholars have carried out academic research on online word of mouth, such as movies, books, tourism and so on. The conclusion of practical significance is drawn, which plays an important role in promoting the development of this field. This paper takes college students as the main body of research, and selects the network word of mouth after purchasing mobile phone products as the research object. The purpose of this paper is to find out how the network word of mouth about mobile phone products affects the purchase intention of college students in the network word of mouth accumulated under mobile phone products. And give the corresponding marketing strategy. First of all, this paper combs the previous literature, obtains the possible influencing factors, and makes assumptions. Then through the questionnaire survey, collect and collate the data, analyze the data, get the main factors that affect the willingness of college students to buy mobile phones, and reveal the relationship between the research object and the research variables. Finally, by establishing the structural equation model, the variables are analyzed deeply, and the inconspicuous path is eliminated, and the model which can better reflect how the network word of mouth affects the group purchase intention of college students is obtained. At the same time, according to the verification of the hypothesis, the conclusion is drawn and the suitable marketing strategy is made for the college students.
【學(xué)位授予單位】：鄭州航空工業(yè)管理學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 杜學(xué)美;丁t熸，

本文編號：2483096