负面网络口碑对消费者行为意愿影响研究

发布时间：2018-02-16 09:35

本文关键词： 负面网络口碑认知信任情感信任消费者行为意愿　出处：《河北经贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网的飞速发展，人们的购物方式也因此正在发生翻天覆地的变化，既现下比较流行的网络购物。而虚拟社区的出现又影响了一部分人的网络消费行为，他们通过虚拟社区发展人际关系、交流有关产品的建议和推荐，这种交流方式就形成了网络口碑。网络口碑的传播内容就是消费者对产品或服务最直接、最真实的反馈信息，这些内容影响了许多人的购物决策。然而，根据事物都有两面性可以知道网络口碑传播是一把典型的双刃剑，拥有正面口碑的企业可以获得网络购物者的购物青睐，但负面口碑的传播影响则会更深，因为对于不愉快的购物经历，人们更倾向于通过网络分享给他人，从而成倍的传播给了更多的人。大部分关于负面网络口碑的研究都集中在了整个网络环境，研究范围太过广泛，基本没有单独针对一个类型的社区的研究，而且对如何影响消费者的行为的研究也是甚少。鉴于此，本文在仔细研读国内外学者对于负面网络口碑的相关研究的基础上，主要以负面网络口碑为研究对象，以信任作为中介变量，以行为意愿为因变量，来研究三者之前的关系如何，即他们之间的影响机制如何，并将负面口碑信息划分为四个维度，即负面口碑强度、关系强度、传播者的专业程度和浏览者的专业程度，将信任划分为两个维度，即认知信任和情感信任，同时把消费者行为意愿也划分为两个维度，即购买意愿和再传播意愿。运用一些统计软件进行数据分析，得出研究结论。研究结论发现负面口碑信息的四个维度与信任均具有显著性的正相关关系，同时关系强度对信任的影响最为显著。信任的各维度与消费者行为意愿之间存在着显著的正相关关系，而且情感信任的影响最为显著。信任的两个维度在负面网络口碑与消费者行为意愿之间具有中介作用。另外，，根据本文的研究结论，提出了可供企业借鉴的营销或管理建议，并指出本文的研究局限性与发展方向。
[Abstract]:With the rapid development of the Internet, people's shopping mode is also changing dramatically, which is now more popular online shopping, and the emergence of virtual communities has affected some people's online consumption behavior. They develop interpersonal relationships through virtual communities and exchange suggestions and recommendations about products. This form of communication forms an online word-of-mouth. The content of online word of mouth is the most direct and truest feedback from consumers about products or services. These contents affect many people's shopping decisions. However, according to the two sides of everything, we can know that online word-of-mouth communication is a typical double-edged sword, and enterprises with positive word of mouth can get the shopping favor of online shoppers. But the spread of negative word of mouth is more profound, because people are more likely to share their unpleasant shopping experiences with others via the Internet. Most of the research on negative online word-of-mouth is focused on the whole network environment, and the scope of the research is so extensive that there is basically no research on a single type of community. And there is little research on how to influence consumer behavior. In view of this, this paper, on the basis of carefully studying the related researches of scholars at home and abroad on the negative network word of mouth, mainly takes the negative network word of mouth as the research object, the trust as the intermediary variable, and the behavior will as the dependent variable. To study the relationship between them before, that is, how they influence each other, and divide the negative word of mouth information into four dimensions, that is, the intensity of negative word of mouth, the intensity of relationship, the professional degree of the communicator and the professional degree of the viewer. Trust is divided into two dimensions, cognitive trust and emotional trust, and consumer behavior will be divided into two dimensions, that is, purchase intention and retransmission intention. The results show that the four dimensions of negative word of mouth information have significant positive correlation with trust. At the same time, the relationship intensity has the most significant impact on trust. There is a significant positive correlation between the dimensions of trust and consumer behavior will. Moreover, the influence of emotional trust is the most significant. The two dimensions of trust play an intermediary role between negative online word-of-mouth and consumers' behavioral will. In addition, according to the research conclusions of this paper, the paper puts forward some marketing or management suggestions for enterprises to use for reference. And points out the research limitation and development direction of this paper.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F274

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