网络口碑对大学生购买意愿影响研究

发布时间：2018-02-16 00:19

本文关键词： 网络口碑大学生购买意愿感知利益感知风险信任　出处：《哈尔滨理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：在互联网飞速发展的今天，以互联网为载体的网络营销已经成为一个重要的销售平台。在网络营销中，网络口碑是消费者获取产品信息的主要渠道。研究网络口碑传播对购买意愿的影响将对企业网络口碑营销决策提供依据，具有理论和实际意义。论文在中外学者关于网络口碑传播研究的基础上，借鉴前人的观点，分别从正面和负面网络口碑角度出发构建了网络口碑传播对大学生购买意愿影响的研究模型。该研究模型从三个方面入手，通过八个因素研究网络口碑对大学生购买意愿的影响。三个方面包括网络口碑信息发出者的特征、网络口碑接收者的特征以及网络口碑信息自身的特征；三个方面所包括的八个因素有：发送者的专业性、接收者的购买迫切性、承担风险能力、信任倾向、品牌印象、产品涉入程度以及网络口碑信息数量和网络口碑视觉线索。论文在理论分析的基础上，选取在校大学生为研究对象，提出研究假设并进行调查问卷的设计。以感知利益或感知风险、信任为中间变量，构建网络口碑对购买意愿影响的研究模型，利用结构方程对其进行验证。结果表明，，在正面网络口碑中，承担风险能力对购买意愿的影响并不显著，其余因素都能够显著影响购买意愿；在负面网络口碑中，口碑发出者的专业性和口碑接收者的品牌印象对最终的购买意愿没有显著影响。最后根据对研究假设的验证结果，为企业开展网络口碑营销提供建议。
[Abstract]:With the rapid development of the Internet, Internet marketing has become an important sales platform. Internet word of mouth (WOM) is the main channel for consumers to obtain product information. It is of theoretical and practical significance to study the influence of internet word-of-mouth communication on purchasing intention. On the basis of the research of Chinese and foreign scholars on the spread of network word of mouth, the thesis draws lessons from the previous viewpoints. From the perspective of positive and negative internet word-of-mouth, this paper constructs a research model of the influence of network word-of-mouth communication on college students' purchase intention. The research model starts with three aspects. Through eight factors, this paper studies the influence of internet word of mouth on college students' willingness to buy. Three aspects include the characteristics of the sender of network word of mouth information, the characteristics of the recipient of network word of mouth and the characteristics of the network word of mouth information itself. The eight factors included in the three aspects are: the professionalism of the sender, the urgency of the recipient's purchase, the ability to take risks, the tendency to trust, and the impression of the brand. On the basis of theoretical analysis, the thesis chooses the college students as the research object, the content of the product involvement, the quantity of the network word-of-mouth information and the visual clue of the network word-of-mouth. The research hypothesis is proposed and the questionnaire is designed. With perceived interest or perceived risk and trust as the intermediate variable, the research model of the influence of network word-of-mouth on purchase intention is constructed, and the structural equation is used to verify it. The results show that, in positive internet word-of-mouth, risk-taking ability has no significant effect on purchase intention, while other factors can significantly affect purchase intention, while in negative Internet word-of-mouth, The professionalism of word-of-mouth issuers and the brand impressions of word-of-mouth receivers have no significant influence on the final purchase intention. Finally, according to the results of the research hypotheses, suggestions are provided for enterprises to carry out online word-of-mouth marketing.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;G649.2;F224

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