负面网络口碑对消费者品牌转换行为的影响研究

发布时间：2018-05-23 13:51

本文选题：负面网络口碑 + 转换成本　；参考：《江西财经大学》2014年硕士论文

【摘要】：随着互联网技术的不断发展和完善,互联网的普及率和覆盖率也越来越高,网络已成为人们生活中不可缺少的一部分。伴随着互联网的普及以及中国网民数量的不断增长,越来越多的消费者通过网络分享自己的购物体验和看法,因此,网络口碑数量也随之增长。而这些体验和看法中的一些负面的口碑信息尤其值得我们关注。因为负面网络口碑无论是影响面还是影响力都比正面网络口碑大。所以对于负面网络口碑的研究是非常有必要的。本文以“负面网络口碑对消费者品牌转换行为的影响研究”为选题,以负面网络口碑作为研究对象,探讨在网络环境下,负面网络口碑对消费者品牌转换行为的影响。为企业有效的处理负面网络口碑,防止消费者发生品牌转换行为,减少企业的损失提供帮助。首先,提出本文的研究背景,指出研究的理论与实践意义,同时介绍了本文的研究思路及内容、研究方法和本文可能的创新点。其次,介绍口碑相关的概念及口碑传播的形式和平台,对影响网络口碑的因素和品牌转换行为的相关文献以及对口碑和品牌转换行为的相关文献进行归纳和整理,指出现有研究的不足之处。在文献综述的基础上,结合网络这个虚拟环境,提出本文的模型,并针对本文模型中各个变量提出研究假设。再次,设计本文的调查问卷。通过线上和线下的数据收集,共收集有效问卷279份。在此基础上,对收集的数据进行信度分析、效度分析、相关性分析和回归性分析。最后,得出本文的研究结论。通过对样本数据的分析,本文得出以下研究结论：负面网络口碑发送者专业性、负面网络口碑信息强度、负面网络口碑信息数量、网站可信度对消费者品牌转换行为有正向的影响；转换成本在负面网络口碑发送者专业性、负面网络口碑信息强度、负面网络口碑信息数量、网站可信度对消费者品牌转换行为之间具有调节作用；同时值得注意的是,在网络这个环境背景下,人们之间的关系以弱关系为主,关系强度对消费者品牌转换行为的影响不显著。
[Abstract]:With the continuous development and improvement of Internet technology, the popularization rate and coverage rate of the Internet are becoming higher and higher, and the network has become an indispensable part of people's life. With the popularity of the Internet and the growing number of Chinese netizens, more and more consumers share their shopping experiences and views through the Internet, so the number of online word-of-mouth is also increasing. These experiences and views of some negative word of mouth information is particularly worthy of our attention. Because the negative network word of mouth is no matter the influence surface or the influence is bigger than the positive network word of mouth. So it is necessary to study the negative network word-of-mouth. In this paper, the influence of negative online word of mouth on consumer brand switching behavior is selected as the topic, and the negative network word of mouth is taken as the research object to explore the influence of negative network word of mouth on consumer brand switching behavior under the network environment. It is helpful for enterprises to deal with negative internet word-of-mouth effectively, to prevent consumers from switching brands and to reduce the loss of enterprises. First of all, the paper puts forward the research background, points out the theoretical and practical significance of the research, and introduces the research ideas and contents, research methods and possible innovations of this paper. Secondly, it introduces the concept of word-of-mouth and the form and platform of word-of-mouth communication, summarizes and arranges the related literature of influencing factors and brand switching behavior of word-of-mouth and brand switching behavior. The shortcomings of existing research are pointed out. On the basis of literature review and combining with the virtual environment of network, this paper puts forward the model of this paper, and puts forward the research hypotheses for each variable in the model. Thirdly, the questionnaire is designed. A total of 279 valid questionnaires were collected through online and offline data collection. On this basis, reliability analysis, validity analysis, correlation analysis and regression analysis are carried out. Finally, the conclusion of this paper is drawn. Through the analysis of the sample data, this paper draws the following conclusions: the negative network word of mouth sender professional, negative network word of mouth information intensity, the number of negative network word of mouth information, Website credibility has a positive impact on consumer brand switching behavior, conversion costs in the negative network word of mouth sender professional, negative network word of mouth information intensity, negative network word of mouth information quantity, The credibility of the website has a moderating effect on consumer brand switching behavior. At the same time, it is worth noting that, in the context of the network environment, the relationships between people are mainly weak relationships. The influence of relationship strength on consumer brand switching behavior is not significant.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274

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