發(fā)布時間：2018-07-11 21:08

  本文選題：電子口碑 + 動機　； 參考：《青島大學(xué)》2017年碩士論文

【摘要】：電子商務(wù)環(huán)境下,消費者的購買體驗過程得到進一步延伸,可以更加便捷的在網(wǎng)絡(luò)中分享自己的購物經(jīng)驗。此類通過互聯(lián)網(wǎng)進行的消費經(jīng)驗交流即電子口碑正成為影響網(wǎng)絡(luò)消費者購買決策的主導(dǎo)因素之一。然而,是什么驅(qū)動了電子口碑的產(chǎn)生和傳播?企業(yè)的行為是否/如何影響網(wǎng)絡(luò)口碑的參與行為?本研究將圍著這一系列問題,探索電子口碑參與意圖的驅(qū)動機制。本研究首先對電子口碑參與意圖的研究意義和目的進行了闡述,并總結(jié)了國內(nèi)外研究現(xiàn)狀。其次,通過對電子口碑相關(guān)概念和理論基礎(chǔ)的梳理總結(jié),本研究基于動機理論、計劃行為理論和公平理論從消費者個人動機和商家的服務(wù)補救兩個維度出發(fā),建立了影響網(wǎng)絡(luò)用戶電子口碑參與意圖的理論模型。將基于個人導(dǎo)向的動機因素分為互惠主義、利他主義、利己主義和社交聯(lián)結(jié)四個內(nèi)在起因以及經(jīng)濟刺激和平臺激勵兩個外在誘因;將基于商家導(dǎo)向的服務(wù)公平則包含有形補償、精神補償、響應(yīng)速度和補救主動性四個因素。通過電子口碑參與態(tài)度、主觀規(guī)范和滿意三個中間變量的作用探討其對電子口碑參與意圖的影響。最后,通過網(wǎng)上調(diào)查問卷收集數(shù)據(jù),借助SmartPLS軟件對數(shù)據(jù)進行測量模型的信度和效度分析并對結(jié)構(gòu)模型進行分析來檢驗本研究的假設(shè)。研究結(jié)果表明,在消費者動機方面,互惠主義、利他主義和利己主義通過影響態(tài)度進而影響電子口碑參與意圖;社交聯(lián)結(jié)正向影響主觀規(guī)范,主觀規(guī)范正向影響參與態(tài)度而不直接影響參與意圖;相對于平臺激勵對于消費者參與電子口碑意圖的積極影響,經(jīng)濟刺激對其參與意圖的影響不顯著。在商家的服務(wù)公平因素中,除精神補償之外,有形補償、響應(yīng)速度和補救主動性皆對顧客滿意產(chǎn)生正向影響從而促進口碑參與意圖的形成�？梢�,消費者動機和商家行為共同驅(qū)動了電子口碑的參與意圖。在實證研究結(jié)論的基礎(chǔ)上,本研究揭示了電子口碑參與行為多元作用體系,深化了該領(lǐng)域的理論體系,同時,為企業(yè)完善平臺運營機制、增強客戶黏性和平臺活躍性,提供了有益的參考。
[Abstract]:Under the environment of electronic commerce, the process of consumers' purchase experience is further extended, and it is more convenient to share their shopping experience in the network. Electronic word of mouth (EWOM) is one of the leading factors that influence online consumers' purchasing decisions. However, what drives the generation and dissemination of electronic word of mouth? Does the behavior of the enterprise affect the participating behavior of the network word-of-mouth? This study will explore the driving mechanism of electronic word-of-mouth participation intention around this series of questions. In this study, the significance and purpose of electronic word-of-mouth (EWOM) participating intention are first expounded, and the current research situation at home and abroad is summarized. Secondly, through combing and summing up the related concepts and theoretical basis of electronic word-of-mouth, this study is based on motivation theory, planning behavior theory and fair theory from the consumer's personal motivation and the business's service remedy two dimensions. A theoretical model is established to influence the intention of electronic word-of-mouth participation of network users. The motivational factors based on individual orientation are divided into four internal causes: reciprocity, altruism, egoism and social connection, as well as economic stimulus and platform incentive, while business-based service equity includes tangible compensation. Mental compensation, response speed and remedial initiative are four factors. The effect of electronic word-of-mouth participation attitude, subjective norm and satisfaction on the intention of electronic word-of-mouth participation is discussed. Finally, the reliability and validity of the measurement model are analyzed by using SmartPLS software, and the hypothesis of this study is tested by analyzing the structural model. The results show that in terms of consumer motivation, reciprocity, altruism and egoism influence electronic word-of-mouth participation intention by influencing attitudes; social connections positively affect subjective norms. Subjective norms positively influence participation attitude, but not directly affect participation intention; compared with the positive effect of platform incentive on consumers' intention to participate in electronic word of mouth, economic stimulus has no significant effect on their participation intention. Besides mental compensation, tangible compensation, response speed and remedial initiative all have positive effects on customer satisfaction, thus promoting the formation of intention of word-of-mouth participation. Visible, consumer motive and business behavior together drive the participation intention of electronic word-of-mouth. Based on the conclusion of empirical research, this study reveals the multi-function system of electronic word-of-mouth participation behavior, deepens the theoretical system in this field, and at the same time, improves the platform operation mechanism for enterprises, and enhances the customer viscosity and platform activity. A useful reference is provided.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

【參考文獻】

相關(guān)期刊論文 前10條

1 張艷輝;李宗偉;;在線評論有用性的影響因素研究:基于產(chǎn)品類型的調(diào)節(jié)效應(yīng)[J];管理評論;2016年10期

2 金虹;Seong Taek Park;;基于移動社交網(wǎng)絡(luò)營銷的顧客參與行為及其對口碑傳播的影響:以微信為例[J];宏觀經(jīng)濟研究;2016年08期

3 王智生;李慧穎;孫銳;;在線評論有用性投票的影響因素研究——基于商品類型的調(diào)節(jié)作用[J];管理評論;2016年07期

4 石文華;龔雪;張綺;王璐;;在線初次評論與在線追加評論的比較研究[J];管理科學(xué);2016年04期

5 劉景方;李嘉;張朋柱;劉璇;;用戶評論標(biāo)簽摘要系統(tǒng)的有效性研究[J];系統(tǒng)管理學(xué)報;2016年04期

6 張薇薇;柏露;;網(wǎng)絡(luò)評論可信度影響因素研究述評[J];情報理論與實踐;2016年06期

7 董穎;許正良;徐東溟;;消費者網(wǎng)絡(luò)口碑推薦意愿提升策略研究——基于心理調(diào)節(jié)定向視角[J];情報科學(xué);2016年06期

8 胡媛;劉婷;劉昌平;;網(wǎng)絡(luò)消費者在線評論搜尋行為實證研究[J];圖書館論壇;2016年05期

9 方佳明;王鈺瑩;趙志榮;;不同產(chǎn)品品牌聲譽對在線評論有用性影響因素的調(diào)節(jié)效應(yīng)[J];軟科學(xué);2016年03期

10 李婷婷;李艷軍;;“好評返現(xiàn)”如何影響消費者在線評論?——雙通道心理賬戶的中介作用[J];營銷科學(xué)學(xué)報;2016年01期

，

本文編號：2116340