【摘要】： 口碑被現(xiàn)代營(yíng)銷人士視為當(dāng)今世界最廉價(jià)的信息傳播工具和高可信度的宣傳媒介,有關(guān)傳播對(duì)消費(fèi)者態(tài)度和行為影響的研究發(fā)現(xiàn),口碑傳播的影響力比媒介廣告的影響力高七倍,比人員推銷的影響力高四倍。消費(fèi)者轉(zhuǎn)換品牌更多是受到口碑傳播的影響,在促使消費(fèi)者態(tài)度由否定、中立到肯定的轉(zhuǎn)變過(guò)程中,口碑傳播所起的作用則是廣告的九倍。本研究將負(fù)面口碑與品牌態(tài)度結(jié)合起來(lái),探索研究負(fù)面網(wǎng)絡(luò)口碑對(duì)高校學(xué)生品牌態(tài)度的影響作用。 本研究共分五部分:第一部分介紹了本研究的研究背景、研究的目的和意義和研究?jī)?nèi)容和分析框架,以及研究方法與主要?jiǎng)?chuàng)新點(diǎn)。第二部分是對(duì)國(guó)內(nèi)外相關(guān)文獻(xiàn)的回顧與梳理,并據(jù)此對(duì)文獻(xiàn)做了相關(guān)述評(píng)。第三部分是負(fù)面網(wǎng)絡(luò)口碑對(duì)高校學(xué)生品牌態(tài)度影響的模型構(gòu)建,包括理論模型研究框架與研究假設(shè),調(diào)研設(shè)計(jì),分析方法設(shè)計(jì)。第四部分是數(shù)據(jù)與分析,分別進(jìn)行了描述性統(tǒng)計(jì)分析,數(shù)據(jù)可靠性分析、概念模型分析與假設(shè)檢驗(yàn)。第五部分是討論、結(jié)論與建議。包括了概念模型中各變量的關(guān)系分析和解釋,主要研究結(jié)論的歸納和建設(shè)性建議,最后提出了研究的局限性和后續(xù)的研究方向。 本研究的重點(diǎn)是:探討在不同調(diào)節(jié)變量影響下,負(fù)面網(wǎng)絡(luò)口碑對(duì)消費(fèi)者品牌態(tài)度改變的影響。在文獻(xiàn)回顧與整理的基礎(chǔ)上,本文采用實(shí)證研究的方法對(duì)負(fù)面網(wǎng)絡(luò)口碑對(duì)品牌態(tài)度影響作用進(jìn)行了探索分析,并對(duì)所構(gòu)建的理論模型進(jìn)行了假設(shè)檢驗(yàn)和修正。得出的結(jié)論是:負(fù)面網(wǎng)絡(luò)口碑對(duì)高校學(xué)生品牌態(tài)度的變化具有顯著影響。消費(fèi)者專業(yè)能力、涉入程度和信任作為中介變量對(duì)由負(fù)面口碑引起的品牌態(tài)度的變化起調(diào)節(jié)作用。 本研究的創(chuàng)新點(diǎn)主要有:在研究視角上,本文將口碑傳播與網(wǎng)絡(luò)營(yíng)銷結(jié)合起來(lái),通過(guò)定性和定量分析來(lái)衡量大學(xué)生的消費(fèi)行為受到負(fù)面網(wǎng)絡(luò)口碑影響的大小。將心理學(xué)和傳播學(xué)理論引入營(yíng)銷研究中,選取了信任、涉入程度、消費(fèi)者專業(yè)能力作中介調(diào)節(jié)變量,測(cè)量在品牌態(tài)度變化中它們所起的局部性作用;在研究方法上,分別從三個(gè)維度設(shè)計(jì)了“觸網(wǎng)程度”這個(gè)外圍變量,用單因素方差分析驗(yàn)證這三個(gè)維度對(duì)各變量及品牌態(tài)度變化的影響。
[Abstract]:Word of mouth is regarded by modern marketers as the world's cheapest tool for information dissemination and a highly credible medium of communication, according to research on the impact of communication on consumer attitudes and behaviour. Word of mouth is seven times more powerful than media advertising and four times more powerful than people selling. In the process of changing consumer's attitude from negation, neutrality to affirmation, the effect of word of mouth communication is nine times that of advertising. This study combines negative word of mouth with brand attitude to explore the influence of negative network word of mouth on brand attitude of college students. This research is divided into five parts: the first part introduces the research background, the purpose and significance of the study, research content and analysis framework, as well as the research methods and main innovation points. The second part reviews and reviews the relevant literature at home and abroad. The third part is the model construction of the influence of negative network word-of-mouth on college students' brand attitude, including theoretical model research framework and research hypothesis, research design, analysis method design. The fourth part is data and analysis, respectively, descriptive statistical analysis, data reliability analysis, conceptual model analysis and hypothesis testing. The fifth part is the discussion, the conclusion and the suggestion. It includes the analysis and explanation of the variables in the conceptual model, the induction and constructive suggestions of the main research conclusions, and finally, the limitations of the research and the future research directions are proposed. The focus of this study is to explore the influence of negative internet word-of-mouth on the change of consumer brand attitude under the influence of different adjustment variables. On the basis of literature review and review, this paper uses the method of empirical research to explore and analyze the influence of negative internet word-of-mouth on brand attitude, and makes hypothesis test and revision to the theoretical model. The conclusion is that negative internet word-of-mouth has significant influence on the change of college students' brand attitude. Consumer professional ability, involvement and trust act as intermediary variables to regulate the change of brand attitude caused by negative word of mouth. The innovations of this study are as follows: from the perspective of research, this paper combines word-of-mouth communication with online marketing, and measures the influence of negative online word-of-mouth on college students' consumption behavior through qualitative and quantitative analysis. This paper introduces psychology and communication theory into marketing research, chooses trust, involvement degree and consumers' professional ability as mediating variables, and measures their local role in the change of brand attitude. In terms of research methods, this paper designs the peripheral variable of "contact degree" from three dimensions, and verifies the influence of these three dimensions on the change of each variable and brand attitude with single factor analysis of variance (ANOVA).
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F224;F49;F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 劉帥;劉興梅;鄧俊超;;淺析負(fù)面網(wǎng)絡(luò)口碑對(duì)消費(fèi)者品牌評(píng)價(jià)的影響及相關(guān)建議[J];東方企業(yè)文化;2011年12期

2 周文輝;;網(wǎng)絡(luò)口碑影響消費(fèi)者品牌態(tài)度的機(jī)理與對(duì)策研究[J];江蘇商論;2011年12期

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本文編號(hào)：2421101