本文選題：網(wǎng)絡(luò)意見領(lǐng)袖 + 購買意愿�。� 參考：《上海外國語大學(xué)》2014年碩士論文

【摘要】：網(wǎng)絡(luò)的迅速發(fā)展和普及，使得消費者在做購買決策前常常通過網(wǎng)絡(luò)來搜尋產(chǎn)品信息。同時社會化商務(wù)網(wǎng)站以及社交平臺如火如荼的發(fā)展，催生出了一大批具有時代特征的網(wǎng)絡(luò)意見領(lǐng)袖，成為消費者搜尋信息的一大來源。但是由于網(wǎng)絡(luò)環(huán)境的不確定性，網(wǎng)絡(luò)意見領(lǐng)袖身份的匿名性，他們的意見對消費者并不是百分之百有效，不同的意見領(lǐng)袖的影響力也不盡相同。 本文試圖分析其中原因，解析網(wǎng)絡(luò)意見領(lǐng)袖對女性消費者購買意愿的影響因素。本文以女性消費者為研究對象，以女性消費者在做購買決策前主動尋求網(wǎng)絡(luò)意見領(lǐng)袖意見為前提，推薦信息作為影響消費者購買意愿的直接觸發(fā)點，探討網(wǎng)絡(luò)意見領(lǐng)袖的特征，推薦信息的特征，和推薦信息發(fā)布平臺這些影響因素對女性消費者購買意愿的影響。最后根據(jù)這些研究結(jié)論提出一些營銷建議與啟示。本研究的主要結(jié)論如下： （1）女性消費者在受到網(wǎng)絡(luò)意見領(lǐng)袖產(chǎn)生購買意愿時，更傾向于相信女性網(wǎng)絡(luò)意見領(lǐng)袖的建議。 （2）網(wǎng)絡(luò)意見領(lǐng)袖的專業(yè)性、知名度、產(chǎn)品涉入性及互動性會直接影響到女性消費者的購買意愿，并且呈顯著正相關(guān)的影響關(guān)系。 （3）在當(dāng)今網(wǎng)絡(luò)環(huán)境下，網(wǎng)絡(luò)意見領(lǐng)袖的盈利性是女性消費者非常關(guān)注的方面，，與購買意愿呈顯著負(fù)相關(guān)的關(guān)系。 （4）網(wǎng)絡(luò)意見領(lǐng)袖推薦信息的特征對其推薦效果的影響并不大。 （5）女性消費者的感知價值與購買意愿之間也呈顯著正相關(guān)性。當(dāng)女性消費者因網(wǎng)絡(luò)意見領(lǐng)袖的推薦，對某一產(chǎn)品的感知價值越高時，其購買意愿也會越大。
[Abstract]:With the rapid development and popularity of the Internet, consumers often search for product information through the Internet before making purchase decisions. At the same time, the development of social business websites and social platforms has given birth to a large number of Internet opinion leaders with the characteristics of the times, and has become a major source of information for consumers. However, due to the uncertainty of the network environment and the anonymity of the online opinion leaders, their opinions are not 100% effective to consumers, and the influence of different opinion leaders is also different. This paper tries to analyze the reasons and analyze the influence factors of online opinion leaders on female consumers' willingness to buy. This paper takes the female consumers as the research object, with the premise that female consumers actively seek the opinions of the online opinion leaders before making purchase decisions, recommends the information as the direct trigger point to influence the consumers' purchase intention, and probes into the characteristics of the online opinion leaders. The influence of the characteristics of recommendation information and the distribution platform of recommendation information on female consumers' purchase intention. Finally, according to these research conclusions, some marketing suggestions and enlightenment are put forward. The main conclusions of this study are as follows: Women consumers are more likely to believe the advice of online opinion leaders when they are willing to buy. 2) the professionalism, popularity, product involvement and interactivity of the online opinion leaders will directly affect the purchase intention of female consumers, and there is a significant positive correlation between them. 3) in today's network environment, the profitability of online opinion leaders is an area of great concern to female consumers, and has a significant negative correlation with the purchase intention. 4) the characteristics of recommendation information of network opinion leaders have little influence on the effect of recommendation. 5) there was also a significant positive correlation between perceived value and purchase intention of female consumers. The higher the perceived value of a product, the greater the willingness of female consumers to buy, as recommended by online opinion leaders.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206;C913.3

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