本文選題：旅游者 + 網(wǎng)絡(luò)口碑��； 參考：《湖北大學(xué)》2013年碩士論文

【摘要】：口碑傳播具有高說服力,因而具備高影響力,以往的研究證實(shí)了傳統(tǒng)口碑比大眾媒介廣告對(duì)消費(fèi)者的購買決策更具影響力。WEB2.0為消費(fèi)者開啟了一個(gè)更加開放的網(wǎng)絡(luò)時(shí)代,口碑信息通過網(wǎng)絡(luò)能以驚人的速度傳播開去,其影響力變得更為強(qiáng)大。 本研究以旅游者為研究對(duì)象,在查閱與口碑傳播相關(guān)的大量文獻(xiàn)的基礎(chǔ)上,結(jié)合WEB2.0時(shí)代的特定背景,研究網(wǎng)絡(luò)口碑傳播動(dòng)機(jī)對(duì)口碑傳播行為的影響。通過文獻(xiàn)研究和小型訪談,本研究指出直接影響旅游者網(wǎng)絡(luò)口碑傳播的動(dòng)機(jī)包括獲得回報(bào)、自我表達(dá)、關(guān)心其他消費(fèi)者、支持/懲罰商家、社會(huì)交往需求,同時(shí),網(wǎng)絡(luò)依賴也會(huì)通過這些動(dòng)機(jī)因素間接影響到網(wǎng)絡(luò)口碑傳播。據(jù)此,本研究構(gòu)建了WEB2.0時(shí)代旅游者網(wǎng)絡(luò)口碑傳播動(dòng)機(jī)的概念模型。通過206份問卷調(diào)查數(shù)據(jù),對(duì)假設(shè)進(jìn)行驗(yàn)證。結(jié)果表明：獲得回報(bào)、自我表達(dá)、關(guān)心其他消費(fèi)者、支持/懲罰商家、社會(huì)交往需求對(duì)旅游者的網(wǎng)絡(luò)口碑推薦行為影響顯著；且網(wǎng)絡(luò)依賴這一變量也在不同程度上對(duì)除了獲得回報(bào)的其余四個(gè)動(dòng)機(jī)因素產(chǎn)生顯著性影響。 本文的主要?jiǎng)?chuàng)新之處體現(xiàn)在：結(jié)合WEB2.0特定的時(shí)代背景,本研究將傳統(tǒng)口碑傳播中的“獲得信息回報(bào)”、“情感分享”這兩個(gè)動(dòng)機(jī)因素優(yōu)化為“獲得回報(bào)”和“自我表達(dá)”,并結(jié)合時(shí)代特征探索了“網(wǎng)絡(luò)依賴”對(duì)各個(gè)動(dòng)機(jī)因素的影響。 根據(jù)研究結(jié)論,本研究為旅游企業(yè)提出管理建議。旅游企業(yè)企業(yè)管理者將網(wǎng)絡(luò)口碑傳播作為一種重要的營銷手段。提出在管理網(wǎng)絡(luò)口碑傳播動(dòng)機(jī)的過程中,應(yīng)不斷提高消費(fèi)者的內(nèi)在需求,加強(qiáng)推薦獎(jiǎng)勵(lì)設(shè)立,加強(qiáng)對(duì)口碑信息的管理和控制等建議。
[Abstract]:Word of mouth communication is highly persuasive and therefore highly influential. Previous studies have confirmed that the traditional word of mouth has more influence on consumers' purchasing decisions than mass media advertising. Web 2.0 has opened a more open Internet era for consumers. Word of mouth information through the Internet can spread at an alarming speed, its influence has become more powerful. This study takes tourists as the research object, on the basis of consulting a large number of documents related to word of mouth communication, combined with the specific background of WEB2.0 era, studies the influence of the motivation of network word of mouth communication on the behavior of word of mouth communication. Through literature research and small interviews, this study points out that the motivations that directly affect tourists' online word-of-mouth communication include reward, self-expression, concern for other consumers, support / punish businesses, social communication needs, and at the same time, Network dependence will also indirectly affect the spread of network word of mouth through these motivational factors. Based on this, this study constructs a conceptual model of the motivation of tourists' online word-of-mouth communication in Web 2.0 era. The hypothesis was verified by 206 questionnaires. The results show that: obtaining return, self-expression, caring for other consumers, supporting / punishing merchants, and social communication demand have a significant impact on tourists' online word-of-mouth recommendation behavior; Moreover, network dependence also has a significant effect on the other four motivational factors except for the reward in varying degrees. The main innovations of this paper are as follows: considering the specific background of WEB2.0, this study optimizes the two motivational factors of traditional word-of-mouth communication, such as "obtaining information return" and "emotion sharing", as "obtaining reward" and "self-expression". Combined with the characteristics of the times, this paper explores the influence of network dependence on various motivational factors. According to the conclusion of the study, this study puts forward management suggestions for tourism enterprises. Tourism enterprise managers take the network word-of-mouth communication as an important marketing means. In the process of managing the motivation of network word-of-mouth communication, we should constantly improve the internal demand of consumers, strengthen the establishment of recommended awards, and strengthen the management and control of word-of-mouth information.
【學(xué)位授予單位】：湖北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6;G206

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