社会化商务中网络口碑对消费者购买意向的影响机理研究

发布时间：2018-01-02 20:10

本文关键词：社会化商务中网络口碑对消费者购买意向的影响机理研究　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网以及Web2.0的流行,社会化商务作为一种新兴商务模式迅速发展和普及。社会化媒体支持用户自生成内容,使得用户能够以此为媒介进行社交互动,了解产品信息、分享购物经历和产品使用体验等。由此,在社会化商务中,网络口碑成为塑造消费者产品态度和购买意向或行为的重要因素。近年来,网络口碑沟通的有效性引起了学者的强烈关注,包括对网络口碑的影响力以及决定网络口碑影响力的关键要素的研究。这些研究主要集中在与网络口碑信息结构有关的评论数量、长度、打分等统计信息以及与网络口碑发送者特征有关的专业能力和身份信息。实际上,网络口碑的论据强度和信息源活跃度也是影响网络口碑效力的重要因素,但对这两者的研究比较匮乏。而且,以往研究仅从消费者的认知角度考察网络口碑的作用。然而,社会化商务中,消费者参与可能取决于社交互动和娱乐价值,情感反应对其购买意向的影响也不容忽视。此外,相比以往研究中消费者的专业性、卷入度和大五人格特质等,好奇心在社会化商务情境下更能激发消费者的探索性行为,是解释消费者情感反应和认知反应与购买意向关系的重要调节变量,有必要对其进行研究。基于“刺激-有机体-反应”(Stimulus-Organism-Response, S-O-R)模型和精细加工可能性模型(Elaboration Likelihood Model, ELM)提出了本文的整合研究模型,探究了社会化商务中网络口碑的论据质量和信息源可靠性对消费者购买意向的影响。重点探讨了论据强度和信息源活跃度的关键作用,情感反应和认知反应对消费者购买意向的影响以及情感反应的中介作用。此外,引入好奇心作为调节变量,进一步验证了情感反应和认知反应对购买意向的作用机理。本研究采用调查问卷法进行数据收集,面向具有社会化媒体使用经验的高校大学生,发放700份纸质问卷,最终回收有效问卷631份,样本有效回收率为90.1%。并采用结构方程模型和SmartPLS 2.0工具对研究模型进行检验。实证结果表明,论据效价和信息源活跃度与情感反应显著正相关,论据强度、信息源能力、信息源可信度和信息源活跃度与认知反应显著正相关。消费者的购买意向受情感反应和认知反应的共同影响,且情感反应的影响程度更大。同时,情感反应在认知反应对购买意向的影响中起部分中介作用。此外,消费者浓厚的“兴趣型-好奇心”可以显著增强情感反应对购买意向的影响,浓厚的“绩效型-好奇心”可以显著提升认知反应对购买意向的影响。本文不仅在理论上展开了全新的研究视角,研究结论还能在实践中指导商家在社会化商务市场竞争中制定合理有效的网络口碑管理和营销策略。
[Abstract]:With the Internet and the popularity of Web2.0, social commerce as a new business model. The rapid development and popularization of social media support user generated content, so that the user can use this as a medium for social interaction, understand the product information, share shopping experience and product use experience. Thus, in social commerce, network reputation to become an important factor in shaping the consumer product attitude and purchase intention and behavior. In recent years, the effectiveness of online word-of-mouth communication has aroused strong concern of scholars, the research on the key elements of online word-of-mouth influence and determine the network word-of-mouth influence. These researches mainly focus on the number of related IWOM information structure on the length, scoring statistical information and related IWOM expertise and characteristics of the sender identity information. In fact, word of mouth network strong arguments The degree of activity and source of information is also an important factor affecting the effectiveness of online word-of-mouth, but the research on both relatively scarce. Moreover, previous studies only examine internet word-of-mouth from the perspective of cognitive consumers. However, social commerce, consumer participation may depend on social interaction and entertainment value, emotional reaction to their purchase the intention can not be ignored. In addition, the professional study of consumer involvement and compared to the big five personality traits such as curiosity, in social and business situations can stimulate the exploratory behavior of consumers, is the interpretation and purchase intention of consumers an important moderator of emotional reactions and cognitive reaction, it is necessary to study on it. Based on "stimulus organism response" (Stimulus-Organism-Response, S-O-R) model and the elaboration likelihood model (Elaboration Likelihood Model, ELM) is proposed The integration of the research model, explores the effects of argument quality and information source reliability of network social commerce in word-of-mouth on consumer purchase intention. The paper discusses the key role of argument strength and information source activity, mediating effect of emotional responses and cognitive responses of consumers to buy intention and emotional reaction. In addition, the introduction of curiosity as a variable, further validation of the emotional reactions and cognitive reaction mechanism on purchase intention. This study used the questionnaire method to collect data for a social media use by college students experience, issued 700 copies of the final paper questionnaires, 631 valid questionnaires, the effective sample recovery rate was 90.1%. and the model 2 tools and SmartPLS structural equation to test the research model. The empirical results show that the argument titer and information source activity and emotional reaction Significant positive correlation, argument strength, information source ability is positively related to the credibility of information sources and information source activity and cognitive reaction. Influence purchase intention by emotional reactions and cognitive responses of consumers, and the influence degree of emotional response more. At the same time, in response to the cognitive affective response plays a part intermediary role affecting the purchase intention in addition, consumers strong "interest - curiosity" can significantly enhance the effect of emotion on purchase intention, the strong "performance - curiosity" can significantly improve the cognition on purchase intention influence. This paper not only in theory, launched a new research perspective, the conclusion of the study can guide businesses in practice in social networks, reputation management and marketing strategy for effective and reasonable business competition in the market.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F713.55

【共引文献】