网络口碑对消费者购买决策行为的影响研究

发布时间：2018-01-04 17:30

本文关键词：网络口碑对消费者购买决策行为的影响研究　出处：《内蒙古科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网信息通信技术的发展，推动了网络用户的生活方式、工作方式和社交方式的深刻变革。现在每个网络用户都能在瞬间进行信息的获取，并时刻进行着信息的分享。据统计，截至2014年12月，我国网民规模达6.49亿，互联网普及率为47.9%；网络购物用户规模达到3.61亿，手机购物用户规模达到2.05亿。随着对互联网使用广度和深度的提升，2014年我国网民的每日人均上网时长已经达到了3.73小时，人们越来越依赖互联网进行社交、工作和购物等。人群聚集的地方往往蕴藏着巨大的商机，针对中国企业互联网应用情况的调查发现，越来越多的企业开始选择对生产的产品或提供的服务进行网络营销。但是，网络的瞬时性、互动性和影响深广性等独特特点决定了消费者也在越来越多地选择通过互联网对购买的产品或服务进行评价分享。所以探讨网络口碑对消费者购买决策行为影响机制的研究是十分必要的。传统口碑对消费者购买决策行为的影响，已经在理论研究与实证研究方面得到了中外学者的极大关注，并取得了许多有意义的研究成果。针对网络口碑的相关研究，也正在吸引着学者们的注意力。网络口碑传播的影响因素有哪些，这些影响因素又是如何影响着网络口碑的传播效果从而影响消费者购买决策的，这是本研究感兴趣的问题。基于以上背景，本研究首先进行了文献综述，包括对传统口碑和网络口碑的概念进行了界定，也包括基于拉斯韦尔模式，从传播渠道、网络口碑发送者专业性、关系强度、网络口碑信息质量和网络口碑接收者专业性这五个方面对以往学者的研究成果进行了文献研究；其次，在对网络口碑对消费者购买决策行为的影响机制研究成果方面有了框架性的把握的基础之上，本研究基于网络口碑接收者视角的研究角度，把全国范围内进行过网络购物并曾经受到网络口碑的影响的网络用户为本研究的研究对象，确定了问卷调查法作为本研究的数据获取方法；再次，本研究把详尽可能性模型作为理论研究基础，构建了本研究的概念模型，，并提出了六个研究假设；最后，本研究利用统计分析软件SPSS20.0对获取的数据进行了描述性统计分析、信度分析和效度分析，并使用结构方程模型顶级分析软件AMOS21.0对提出的概念模型进行了拟合度检验、路径系数或载荷系数显著性检验，对提出的六个假设也进行了相应的验证。本研究通过以上文献研究和实证研究过程得出以下研究结论：关于模型，本研究提出的概念模型可以用来解释网络口碑对消费者购买决策行为的影响，对后来的研究有一定的借鉴价值；关于研究假设的检验，传播渠道对网络口碑信息质量有显著的正向影响，网络口碑发送者专业性对网络口碑质量有显著的正向影响，关系强度对网络口碑传播效果有显著的正向影响，口碑信息质量对网络口碑传播效果有显著的正向影响，网络口碑接收者专业性正向影响感知到的网络口碑信息质量，网络口碑接收者专业性正向影响感知到的关系强度。此外，本研究的实证研究结果还发现：网络口碑接收者专业性的程度对感受到的关系强度的影响要高于对感受到的网络口碑信息质量的影响；网络口碑接收者通过感知到的网络口碑信息质量对网络口碑传播效果形成的影响要强于网络口碑接收者通过感知到的关系强度对网络口碑传播效果形成的影响。本研究的研究发现与结论对消费者个人和企业均有一定的借鉴意义。在论文的最后一个部分中，本研究指出了本研究的创新点、研究局限和未来研究展望。
[Abstract]:The development of Internet information communication technology, to promote the network user's way of life, a profound change in work and social way. Now every Internet user can get information at the moment, and the moment of information sharing. According to statistics, as of December 2014, China's netizens reached 649 million, Internet penetration rate of 47.9%; online shopping users reached 361 million, mobile phone shopping users reached 205 million. With the use of the Internet to enhance the breadth and depth of the Internet, the daily per capita in 2014 China's Internet users has reached 3.73 when small, people increasingly rely on the Internet for social work, and shopping. The crowd often contains huge business opportunities according to the survey, found that China enterprise Internet application, more and more enterprises begin to choose products or services provided in network marketing Pin. However, transient network, unique interactive features and profound influence of the decision of the consumers are more and more choices through the Internet to evaluate the purchase of products or services to share. So research on internet word-of-mouth on consumer purchase decision behavior influence mechanism is very necessary.
The influence of traditional word-of-mouth on consumer purchase decision behavior, has attracted great attention from scholars at home and abroad in the aspects of theoretical research and empirical research, and made many significant research results. The research on network reputation, is also attracting the attention of scholars. What are the factors that affect online word-of-mouth, these factors how is the influence of IWOM communication effect to influence consumer purchase decision, this is the question of interest.
Based on the above background, this study first conducted a literature review, including the concept of traditional and online word-of-mouth are defined, including based on the Lasswell model, from the channels of communication, internet word-of-mouth sender professional, relationship strength, the literature research results of previous scholars of these five aspects of quality and reputation network information network network professional reputation receiver; secondly, on the basis of the framework of the grasp of internet word-of-mouth on consumer purchase decision behavior the influence mechanism of research results, this study is based on the perspective of IWOM recipient perspective, the nationwide online shopping and was affected by online word-of-mouth network users for research the object of this study, the questionnaire as the research method of acquiring data; again, the study of the detailed model for the possibility of For the study of basic theory, construct the conceptual model of this study, and proposed six hypotheses; finally, statistical analysis software SPSS20.0 the descriptive statistical analysis on the data obtained by this study, reliability analysis and validity analysis, and use the structural equation model of top level analysis software AMOS21.0 the test of goodness of fit of conceptual model the test of significance of the path coefficient or coefficient of load, the six hypotheses were also verified.
This research through the above process of literature and empirical research can draw the following conclusions: on the model, the concept model proposed in this study can be used to explain the internet word-of-mouth on consumer purchase decision behavior, has a certain reference value for later research; on the test of the hypothesis, communication channels have a significant positive effect on IWOM information the quality of online word-of-mouth sender professional has a significant positive effect on IWOM quality, relationship strength has a significant positive impact on online word-of-mouth reputation effect, information quality has a significant positive impact on the network word-of-mouth, internet word-of-mouth information quality reputation network receiver professional positive influence perceived relationship strength, reputation network receiver professional positive influence perceived. In addition, the empirical results of this study also found that: the network reputation Influence of the strength of the relationship between the degree of receiver professional feel than the quality of information on the Internet word of mouth feel; affect the strength of relationship quality stronger eWOM IWOM recipient through perceived form of online word-of-mouth effect on IWOM receivers through perceived effects of online word-of-mouth formation. The research findings and conclusions to the consumers and enterprises have a certain significance. In the last part of the thesis, this study points out the innovation of this research, research limitations and future research directions.

【学位授予单位】：内蒙古科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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