手机APP的口碑影响机制—考虑类别和流行度的实证研究

发布时间：2018-03-17 11:56

本文选题：手机APP　切入点：在线口碑效价　出处：《中国科学技术大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,网络信息技术迅速发展,互联网已得到广泛普及。截止到2016年12月,中国互联网信息中心发布的报告显示,中国网民规模为7.31亿,互联网普及率是53.2%,全年新增网民共计4299万人,比2015年提升了 2.9个百分点。近些年,伴随"互联网+"概念的普及,互联网相关产业得到迅速发展,人们的生活方式正潜移默化的受到互联网影响。由此可以看出,伴随互联网络的普及,网络购物已经成为时代潮流。因为在网络环境中,消费者可打破时空限制,更加自由的进行讨论和沟通,在线口碑逐步成为影响消费者行为决策的重要信息,在线口碑的影响力日益明显。在线口碑效价可以在很短的时间内帮助企业树立良好的形象。在网络环境中,了解在线口碑效价如何影响消费者行为意愿,并帮助企业制定针对性的营销策略显得尤为重要。本文以以免费手机APP为例,研究在线口碑效价对免费产品下载意愿的影响,并引入产品流行度作为调节变量,产品类别作为分类变量。实证研究表明:在线口碑效价对消费者对免费APP的下载意愿有显著影响;产品流行度能够有效调节在线口碑效价对下载意愿的影响,产品流行度高时,在线口碑效价对下载意愿的影响减弱,产品流行度低时,在线口碑效价对下载意愿的影响增强;不同类别的APP,在线口碑的影响程度也有所不同,相较于享乐型产品,实用型产品受在线口碑效价的影响程度更高。
[Abstract]:In recent years, with the rapid development of network information technology, the Internet has been widely popularized. As of December 2016, the China Internet Information Center released a report showing that the number of Chinese Internet users is 731 million. The Internet penetration rate is 53.20.The total number of new Internet users increased by 42.99 million, 2.9 percentage points higher than in 2015. In recent years, with the popularization of the concept of "Internet," the Internet-related industries have developed rapidly. People's way of life is being influenced by the Internet. From this, we can see that with the popularity of the Internet, online shopping has become the trend of the times, because in the network environment, consumers can break the space-time limit. More free to discuss and communicate, online word of mouth has gradually become an important information that affects consumer behavior decisions, The influence of online word-of-mouth is becoming more and more obvious. Online word-of-mouth titer can help enterprises to establish a good image in a very short time. In an online environment, understand how online word-of-mouth titer affects consumer behavior. This paper takes APP as an example to study the effect of online word-of-mouth titer on the free product download willingness, and introduces the product popularity as a regulating variable. The empirical study shows that the online word-of-mouth titer has a significant effect on consumers' willingness to download free APP, and the product popularity can effectively adjust the effect of online word-of-mouth price on the download willingness, when the product popularity is high, The influence of online word-of-mouth titer on the willingness to download was weakened, and when the product popularity was low, the influence of online word-of-mouth price on the willingness to download increased, and the influence of online word-of-mouth on the intention of downloading was different among different types of APP, compared with hedonic products. Practical products are more affected by online word-of-mouth titer.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

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