基于TAM的网络口碑与消费者购买意愿实证研究
发布时间：2019-01-30 14:18
【摘要】：如今，网络口碑对消费者的影响力日益增强，众多的事实也在不断证实着网络口碑的强大力量。但网络口碑是如何影响消费者的态度，进而对其购买意愿产生影响的，这一问题及其作用机制还有待充分的研究，本文将探索性地研究网络口碑与消费者购买意愿的影响机制，力求为相关社区网站的管理与建设提供有效的建议。 本文对口碑传播理论及现有的成果进行了系统梳理，提出了影响口碑传播效果的三个自变量：关系强度、感知风险与传播者专业性。同时，在认真研究网络口碑特性、技术接受模型理论的基础上，将社区网站维度通过技术接受模型融合到研究的理论模型中，提取了网站感知有用性与感知易用性两个自变量。将中介变量信任划分为情感信任与认知信任两个维度，建立研究模型。运用统计软件SPSS对收集数据进行描述性统计分析，再运用结构方程模型评估理论模型的拟合度同时检验研究假设，最后检验情感与认知信任中介效应，得出结论并提出相关建议。 网络口碑以各网站作为平台进行传播扩散，，本研究引入技术接受模型理论，不仅扩展了技术接受模型应用领域的同时，也有助于本文研究内容更为系统与严谨的整理。本文还比较了信任的不同维度对购买意愿产生的影响，并进一步对相关虚拟社区的建设与管理方面提出了可行性建议。通过关系强度路径检测结果提出了加强客户关系管理的建议并进行分析，通过社区网站维度和传播者专业性路径检测结果提出增强社区信任管理的建议也进行了分析。本文对研究成果进行进一步的总结与提炼，本文的研究结论为虚拟社区在实践过程中提供了有效的参考意见。最后本文对未来研究方向进行了展望与分析，同时也阐明了本研究存在的局限性。
[Abstract]:Nowadays, the influence of internet word of mouth on consumers is increasing, and many facts are proving the powerful force of internet word of mouth. However, how does online word of mouth affect consumers' attitude and then influence their purchase intention? this problem and its mechanism need to be fully studied. This paper will explore the influence mechanism of online word of mouth and consumers' willingness to buy. Strive to provide effective advice for the management and construction of relevant community websites. This paper systematically combs the theory of word-of-mouth communication and existing achievements, and puts forward three independent variables that affect the effect of word-of-mouth communication: relationship intensity, perceived risk and communicator's professionalism. At the same time, on the basis of studying the characteristic of network word-of-mouth and the theory of technology acceptance model, the dimension of community website is fused into the theoretical model by technology acceptance model, and two independent variables of perceived usefulness and ease of use of website are extracted. The intermediary variable trust is divided into two dimensions: emotional trust and cognitive trust, and the research model is established. The statistical software SPSS was used to analyze the collected data, then the structural equation model was used to evaluate the fitting degree of the theoretical model and the hypothesis was tested. Finally, the intermediary effect of emotion and cognitive trust was tested. Draw conclusions and make relevant recommendations. In this study, the theory of technology acceptance model is introduced, which not only expands the application field of technology acceptance model, but also contributes to a more systematic and rigorous arrangement of the research content in this paper. This paper also compares the influence of different dimensions of trust on purchase intention, and puts forward some feasible suggestions on the construction and management of virtual communities. Based on the results of relationship strength path detection, the suggestions of strengthening customer relationship management are put forward, and the suggestions of strengthening community trust management are also analyzed through the dimension of community website and the result of professional path detection of communicators. In this paper, the research results are further summarized and refined. The conclusions of this paper provide an effective reference for virtual community in the process of practice. Finally, the future research direction is prospected and analyzed, and the limitations of this study are clarified.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55
本文编号：2418217
[Abstract]:Nowadays, the influence of internet word of mouth on consumers is increasing, and many facts are proving the powerful force of internet word of mouth. However, how does online word of mouth affect consumers' attitude and then influence their purchase intention? this problem and its mechanism need to be fully studied. This paper will explore the influence mechanism of online word of mouth and consumers' willingness to buy. Strive to provide effective advice for the management and construction of relevant community websites. This paper systematically combs the theory of word-of-mouth communication and existing achievements, and puts forward three independent variables that affect the effect of word-of-mouth communication: relationship intensity, perceived risk and communicator's professionalism. At the same time, on the basis of studying the characteristic of network word-of-mouth and the theory of technology acceptance model, the dimension of community website is fused into the theoretical model by technology acceptance model, and two independent variables of perceived usefulness and ease of use of website are extracted. The intermediary variable trust is divided into two dimensions: emotional trust and cognitive trust, and the research model is established. The statistical software SPSS was used to analyze the collected data, then the structural equation model was used to evaluate the fitting degree of the theoretical model and the hypothesis was tested. Finally, the intermediary effect of emotion and cognitive trust was tested. Draw conclusions and make relevant recommendations. In this study, the theory of technology acceptance model is introduced, which not only expands the application field of technology acceptance model, but also contributes to a more systematic and rigorous arrangement of the research content in this paper. This paper also compares the influence of different dimensions of trust on purchase intention, and puts forward some feasible suggestions on the construction and management of virtual communities. Based on the results of relationship strength path detection, the suggestions of strengthening customer relationship management are put forward, and the suggestions of strengthening community trust management are also analyzed through the dimension of community website and the result of professional path detection of communicators. In this paper, the research results are further summarized and refined. The conclusions of this paper provide an effective reference for virtual community in the process of practice. Finally, the future research direction is prospected and analyzed, and the limitations of this study are clarified.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55
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