微信口碑对大学生消费行为意愿影响的实证研究

发布时间：2018-02-24 17:23

本文关键词： 微信口碑认知信任情感信任消费行为意愿　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的快速发展,人们的生活也在发生潜移默化的改变。在电子信息时代,人们可以跨越时间、地点的限制,快速接收各种信息。这同时影响着人们生活的方方面面,如购物方式、消费决策等。越来越多的人开始在网上购物,借助网络平台分享和交流个人的购物心得,形成网络口碑。网络口碑的传播内容成为消费者对产品或服务最直接、最真实的反馈信息,进而影响人们的购买决策。微信是一种新兴的媒介平台,自2011年推出后,便快速被广大网友接受。目前微信已经渗透到人们的生活中,越来越多的企业开始借助微信平台开展一系列营销活动,微信口碑也由此而生。在校大学生是互联网的主要接触者,他们不仅是接触微信口碑最多的群体,本身也蕴藏着巨大的消费潜能。鉴于此,本文在研读国内外相关研究成果的基础上,构建了以微信口碑为自变量,以信任作为中介变量,以大学生消费行为意愿为因变量的研究模型,探究微信口碑对大学生消费行为意愿的影响机制。其中,微信口碑划分为三大维度:微信口碑发布者特征(发布者专业程度和关系强度),微信口碑信息特征(口碑数量和口碑信息强度)和微信口碑浏览者特征(浏览者专业程度和产品涉入);信任作为中介变量划分为认知信任和情感信任两个维度;消费行为意愿划分为购买意愿和再传播意愿两大维度。本次研究以天津市在校大学生为主体调查对象,通过线上线下结合的调研方式收集数据,运用SPSS19.0和Amos22.0对数据进行处理、分析,验证研究模型和假设,得到研究结论。研究发现:微信口碑与信任之间存在显著的正相关关系;信任与消费行为意愿之间存在显著的正相关关系;微信口碑与消费行为意愿之间存在显著的正相关关系,其中产品涉入分别对购买意愿和再传播意愿的影响最大;信任在微信口碑与消费行为意愿之间起中介作用。本研究的相关结论可以为微信口碑营销提供参考价值,企业可以根据研究结论提出有针对性的微信口碑营销策略,提高企业的市场营销管理水平。
[Abstract]:With the rapid development of Internet technology, people's lives are subtle changes. In the electronic information era, people across time, place, quickly receive all kinds of information. It also affects all aspects of people's lives, such as shopping, consumer decision-making. More and more people begin to shop on the Internet, with the aid of the network platform to share and exchange personal shopping experience, the formation of online word-of-mouth. The dissemination of the contents of online word-of-mouth consumers become the most directly on the product or service, the real information feedback, thereby affecting people's buying decision. WeChat is a new media platform, since its launch in 2011, will be the majority of users to accept. At present fast WeChat has penetrated into people's life, more and more enterprises begin to use the WeChat platform to carry out a series of marketing activities, WeChat reputation which is in college students. The main access to the Internet, they are not only the most contact the reputation of WeChat group, itself also contains a huge consumption potential. In view of this, based on the study of domestic and foreign related research results, to build WeChat's reputation as an independent variable, to trust as an intermediary variable, because of the model variables on consumer behavior of college students wishes, influence mechanism of WeChat's reputation on College Students' consumption behavior intention. Among them, WeChat's reputation is divided into three dimensions: the reputation of WeChat publisher characteristics (Publisher Professional Degree and the strength of relationship, WeChat reputation information (features) and the number of word of mouth WOM strength) and word-of-mouth WeChat browser (browse professional level and characteristics product involvement); trust as intermediary variables to divide the trust two dimensions for cognitive trust and emotional; consumer behavior intention into the purchase intention and then spread the wishes of the two dimensions. The study of college students in Tianjin as the main research object, research methods of data collection through a combination of online and offline, using SPSS19.0 and Amos22.0 for data processing, analysis, verify the research model and hypotheses, get the conclusion of the study. The study found that: there is a significant positive correlation between WeChat's reputation and trust; there is a positive correlation between between trust and consumer behavior intention; there is a significant positive correlation between WeChat's reputation and consumer behavior intention, the effect of product involvement on the purchase intention and re diffusion intention maximum; trust plays a mediating role between WeChat's reputation and consumer behavior intention. The conclusions of this study can provide reference value for WeChat word-of-mouth marketing according to the research conclusion, the enterprise can put forward WeChat word-of-mouth marketing strategy, improve the enterprise's marketing management level.

【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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