自媒体环境中网络口碑对消费者品牌选择的影响研究

发布时间：2018-01-17 03:08

本文关键词：自媒体环境中网络口碑对消费者品牌选择的影响研究　出处：《贵州财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着通信技术和移动终端科技的发展,自媒体以其平民化程度高、使用门槛低、用户互动性强和病毒式的口碑信息传播能力,颠覆了传统媒体的口碑传播模式。智能科技时代的消费者在做出品牌选择的时候,越来越依赖于自媒体平台的口碑信息。网络口碑借势自媒体平台强大的信息传播能力,为消费者传递出了大量的、有价值的参考消息。在这种全民皆自媒体的背景下,研究消费者品牌选择受网络口碑影响的机理,对企业开展精准的口碑营销活动具有十分重要的意义。本研究以科特勒的刺激反应模型为理论基础,结合国内外相关学者对自媒体、网络口碑和品牌选择的研究,构建出基于自媒体的网络口碑对消费者品牌选择影响的理论模型。通过文献回顾及梳理,探寻出品牌选择的口碑影响因子,通过实证分析,验证模型的科学合理性,基于研究的结论为企业提出网络口碑营销建议。本文首对自媒体、网络口碑、消费者品牌选择和消费者专业性四个方面进行文献梳理,从网络口碑发送者因素、网站因素和网络口碑信息特征因素三方面提出研究模型的7个前因变量因子。结合消费者品牌选择的相关研究,梳理了品牌选择的影响因素,分析了消费者品牌选择的相关理论模型。本研究以消费者专业性为调节变量,网络口碑各影响因子为前因变量,消费者品牌选择为结果变量构建理论模型。其次,根据文献综述和理论模型,笔者提出了自媒体环境中网络口碑对消费者品牌选择影响的研究假设,依据模型中因子提取的相关理论和相关学者对量表设计的研究,设计出调查问卷,通过网络调研工具“问卷星”向广大网民发放问卷,并通过前期收回的若干样本对问卷进行测试,最终收回312份有效问卷。再次,本研究利用SPSS21.0数据分析软件对收回的样本数据进行统计分析。基于分析结果验证本研究的假设,调整初始研究模型,形成最终的理论模型。根据实证分析结果,本研究得出以下结论:(1)网络口碑发送者因素各维度对消费者品牌选择有显著地正向影响;(2)站点可信性对消费的品牌选择具有显著地正向影响;(3)网络口碑信息特征各维度对消费者的品牌选择具有显著地正向影响。(4)消费者专业性在网络口碑发送者专业性、关系强度、网络口碑方向对消费者品牌选择的影响中具有调节作用。最后,本文就实证分析结果,提出了基于自媒体的网络口碑营销策略。同时,指出本研究的不足之处与未来研究的展望。
[Abstract]:With the development of communication technology and mobile terminal technology, self-media with its high civilian level, low threshold of use, strong user interaction and viral word-of-mouth information dissemination ability. Subversion of the traditional media word-of-mouth communication mode. Intelligent technology era of consumers in the making of brand choices. More and more rely on self-media platform word-of-mouth information. Internet word-of-mouth seize the opportunity from the media platform's powerful ability to spread information, for consumers to transmit a large number of. Valuable reference information. In this context of all the people from the media, the mechanism of consumer brand selection affected by the online word of mouth is studied. It is very important for enterprises to carry out accurate word-of-mouth marketing activities. This study is based on Kotler's stimulus response model combined with domestic and foreign scholars on the self-media. Based on the research of online word-of-mouth and brand selection, this paper constructs a theoretical model of the influence of web-based word-of-mouth on consumers' brand choice based on self-media. Through reviewing and combing the literature, the author explores the factors of brand choice. Through the empirical analysis, verify the scientific rationality of the model, based on the conclusions of the study for enterprises to put forward network word-of-mouth marketing recommendations. Consumer brand selection and consumer professionalism in four aspects of literature combing, from the network word-of-mouth sender factors. This paper puts forward seven factors of antecedent variables in the three aspects of website factor and network word-of-mouth information feature factor. Combined with the related research of consumer brand selection, this paper combs the influencing factors of brand selection. This paper analyzes the relevant theoretical model of consumer brand selection. This study takes consumer professionalism as the adjustment variable and the influencing factors of the network word of mouth as the pre-dependent variables. Secondly, according to the literature review and theoretical model, the author puts forward the research hypothesis of the influence of network word of mouth on consumer brand selection in the self-media environment. According to the relevant theory of factor extraction in the model and the relevant scholars' research on the design of the scale, the questionnaire was designed, and the questionnaire was distributed to the majority of Internet users through the online research tool "questionnaire star". And through the early recovery of a number of samples to test the questionnaire, the final recovery of 312 valid questionnaires. Again. This study uses SPSS21.0 data analysis software to carry on the statistical analysis to the recovered sample data. Based on the analysis results to verify the hypothesis of this study, adjust the initial research model. Form the final theoretical model. According to the empirical analysis results, this study draws the following conclusions: 1) each dimension of the network word-of-mouth sender factor has a significant positive impact on consumer brand selection; (2) site credibility has a significant positive impact on consumer brand selection; (3) each dimension of network word-of-mouth information has a significant positive impact on consumers' brand selection.) consumers' professionalism is professional and the relationship is strong in Internet word-of-mouth senders. The direction of online word-of-mouth plays a moderating role in consumer brand choice. Finally, this paper puts forward the self-media based marketing strategy of online word-of-mouth. At the same time, this paper puts forward the results of empirical analysis. The deficiency of this study and the prospect of future research are pointed out.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.55

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