网络意见领袖对大学生伦理消费意愿的影响研究

发布时间：2018-01-03 14:18

本文关键词：网络意见领袖对大学生伦理消费意愿的影响研究　出处：《中南林业科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：一方面,网络的迅猛发展使得网络意见领袖的影响力越来越大,消费者在做消费决策时往往会先去网络搜索信息进行分析对比,而网络意见领袖则成为了他们搜索信息的首要信息来源,究其原因,可能是网络意见领袖的专业性、对产品有更深入的了解、经常和网民互动增强联系等因素。另一方面,伴随着全球经济的快速发展,环境污染、血汗工厂、能源危机等问题引起社会各方面的广泛关注。在政府对社会可持续发展的不断倡导下,企业开始主动承担社会责任,降低生产经营活动给环境带来的不利影响,同时为社会上需要帮助的组织、群体和个人提供支持。消费者也打破了以往“理性经济人”的假设,开始利用自己手中的“消费选票”来践行自己对社会及国家的责任。本文的研究在此背景下展开,研究网络意见领袖对伦理消费的意愿影响,期望能对伦理消费和消费者行为的研究领域具有一定理论层面上的贡献,对有效引导人们的消费方式向伦理消费转变,建设“美丽中国”具有指导意义。同时期望能够有助于企业对消费者的伦理购买需求进行真正的把握,从而针对性地实施伦理营销。根据对相关文献的系统梳理,笔者从网络意见领袖对大学生消费者推荐产品信息的角度出发,考察在推荐过程中网络意见领袖个体特征,推荐信息特征,以及大学生消费者感知价值这三大因素如何通过作用于信任从而对大学生伦理消费意愿产生影响,据此构建了相关的研究模型,并运用SPSS20.0对该理论模型进行了实证检验。结果表明:网络意见领袖的专业性、知名度、关系强度以及推荐信息的视觉线索都对大学生的伦理消费意愿有显著影响,消费者的感知功能价值和情感价值对大学生的伦理消费意愿也有显著影响,此外,意见领袖个体特征(专业性、知名度和关系强度)、意见领袖推荐信息特征(商品的伦理属性和信息的视觉线索)和大学生消费者的感知价值(感知功能价值和情感价值)会通过信任影响大学生伦理消费意愿。最后,基于湖南大学生伦理消费现状和实证研究结果,本文从企业和政府各自不同视角出发,试图挖掘其对实施伦理营销,促进大学生伦理消费方面所能发挥的积极能动作用,为中国企业伦理营销战略的实施、政府部门的宏观调控和宣传促进提供重要建议。
[Abstract]:On the one hand, the rapid development of the Internet makes more and more influential opinion leaders, consumers will often go to the Internet to search the information analyzed in consumer decision-making, and opinion leaders has become the primary source of information in their search for information, the reason may be the professional network of opinion leaders, have more deep understanding of the product, often enhanced contact factors and Internet interaction. On the other hand, with the rapid development of global economy, environmental pollution, sweatshops, energy crisis and other problems caused widespread concern in all aspects of society. In the government on the sustainable development of society continue to advocate, enterprises begin to undertake the social responsibility to reduce the adverse effects of production and business activities to the environment, also need help for social organization, support groups and individuals. Consumers have to break through the "rational The economic man "hypothesis, began to use their own hands" consumer votes "to practice their social and national responsibility. In the context of this study, effect of network opinion leaders on ethical consumption intention, is expected to have some theoretical contributions to the ethics of consumption and consumer behavior research. To effectively guide the people's consumption patterns to ethical consumption changes, the construction of" beautiful China "has guiding significance. At the same time is expected to help business ethics on consumer demand to truly understand, according to the implementation of marketing ethics. According to the system of the relevant literature, the author of recommended products information for students from consumers network opinion leaders of investigation in the recommendation process network opinion leaders recommend individual characteristics, features, and consumer perceived value of College Students These three factors how to trust and so on College Students' ethical consumption will have influence through action, constructs the related research model, and use SPSS20.0 to carry on the empirical test of the theoretical model. The results show that the professional, opinion leaders visibility, has significant effects on strength and visual cues to recommend information college students' ethical consumption intention, perceived functional value and emotional value of ethical consumption will also have a significant impact on college students, in addition, the opinion leaders of individual characteristics (professional, popularity and strength of relationship), opinion leaders recommend information characteristics (commodity attribute and information ethics visual cues) and consumer perception of college students value (perceived functional value and emotional value) will be influenced by students' ethical consumer willingness to trust. Finally, Hunan college students' ethical consumption situation and based on The results of empirical research, this article from the enterprise and the government of different perspective, attempts to explore the implementation of marketing ethics, which can play active role to promote college students' consumption ethics, for the implementation of ethical marketing strategy Chinese enterprises, provide important suggestions to promote the government's macro-control departments and publicity.

【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G645.5;F713.55

【相似文献】