信息特征和关系强度对正面网络口碑失效影响研究

发布时间：2018-05-25 15:19

本文选题：网络口碑 + 口碑失效　；参考：《中国矿业大学》2015年硕士论文

【摘要】：随着社交类媒体的流行,如在线讨论论坛、微博、微信以及在线评论网站等,越来越多的企业希望能够借助这些平台发挥口碑营销的价值和力量,从而吸引了不少的企业涉足网络口碑营销。网络口碑的营销价值越来越被企业接受和认可。目前,很多企业采取的做法是通过物质激励或者其他的一些激励措施吸引消费者在社交类媒体平台上分享产品或者服务的相关信息,以影响其他消费者的购买决策,但是此种营销结果往往并不理想,出现口碑失效的可能性比较大。然而,学者们对口碑效应的研究多集中在口碑有效性方面,对于口碑失效方面的研究以及作用机制还鲜有理论支撑。论文从信息要素和社会关系网络理论两个视角出发,界定了口碑信息特征的3个维度以及关系强度,其中口碑信息特征包含信息呈现形式、口碑信息类型、口碑信息长度。接着,在心理抗拒理论的基础上,提出了研究的框架和假设,并结合了以往的研究成果,探讨了口碑接收者的产品知识水平在口碑信息特征、关系强度和心理抗拒之间的调节作用。本研究采用情景模拟实验法,采用2(信息呈现形式:图文vs.文本)×2(口碑信息类型:客观事实型vs.主观评价型)×2(口碑信息长度:长vs.短)×2(关系强度:强vs.弱)组间实验设计,以问卷的形式收集数据。通过SPSS统计软件对收集的数据进行了方差分析和回归分析。论文研究发现:(1)口碑信息类型、口碑信息长度和关系强度对强迫性感受和操纵意图推断的影响存在显著差异;(2)强迫性感受和操纵意图推断对正面网络口碑失效有显著影响;(3)强迫性感受和操纵意图推断在信息类型、信息长度和关系强度对正面网络口碑失效的影响过程中存在中介作用;(4)分别考虑产品知识与口碑信息类型、口碑信息长度和关系强度之间的交互项,通过回归分析发现产品知识水平对强迫性感受和操纵意图推断影响均不显著,与部分变量存在交互作用。针对上述研究,论文提出了相应的管理建议,即企业在采取物质激励或者其他形式的激励措施引导消费者在新媒体朋友圈分享产品相关信息时,可以给予适当的口碑信息呈现方式的指导。在消费者所传播的产品相关信息中,字数不能够太少,尽量以客观事实型为主,减少消费者主观情感方面的用词,而且传递者可以将口碑信息有针对性的分享给关系密切的人,从而达到降低口碑接收者心理抵触情绪的目的,以实现口碑的良好推荐。
[Abstract]:With the popularity of social media, such as online discussion forums, Weibo, WeChat and online review sites, more and more companies are hoping to use these platforms to leverage the value and power of word-of-mouth marketing. Thus attracted a lot of enterprises involved in network word-of-mouth marketing. The marketing value of network word-of-mouth is more and more accepted and recognized by enterprises. At present, many enterprises take the approach of encouraging consumers to share information about products or services on social media platforms through material incentives or other incentives, in order to influence other consumers' purchase decisions. But this kind of marketing result often is not ideal, the possibility that appears word-of-mouth invalidation is bigger. However, scholars mostly focus on the effectiveness of word-of-mouth effect, and there is little theoretical support for the study of word-of-mouth failure and its mechanism. From the perspectives of information elements and social network theory, this paper defines the three dimensions and the relationship strength of word-of-mouth information features, which include the form of information presentation, the type of word-of-mouth information, and the length of word-of-mouth information. Then, based on the theory of psychological resistance, this paper puts forward the framework and hypothesis of the research, and combines the previous research results, discusses the product knowledge level of the word of mouth receiver in the word of mouth information characteristics. The regulatory effect between relationship strength and psychological resistance. In this study, the method of scenario simulation experiment was used, and 2 (information presentation form: picture and text vs. Text) (word of mouth information type: objective fact type vs. Subjective evaluation type) 脳 2 (word of mouth information length: long vs. Short) 脳 2 (relationship strength: strong vs. The data were collected in the form of questionnaires. ANOVA and regression analysis were carried out on the collected data by SPSS statistical software. The study found that the type of word-of-mouth information, There are significant differences in the influence of word of mouth information length and relationship intensity on compulsive feeling and manipulation intention inference. (2) compulsive feeling and manipulation intention inference have significant influence on positive network word-of-mouth failure. Figure extrapolation in the information type, The influence of information length and relationship strength on the failure of positive network word-of-mouth exists in the process of the intermediary effect. (4) considering the interaction between product knowledge and word of mouth information type, the length of word-of-mouth information and the relationship strength, respectively. Through regression analysis, it was found that the level of product knowledge had no significant effect on compulsive perception and manipulation intention inference, and had interaction with some variables. In view of the above research, the paper puts forward the corresponding management suggestions, that is, when enterprises take material incentives or other forms of incentives to guide consumers to share product related information in the new media circle of friends, Can give appropriate word-of-mouth information presentation guidance. In the product related information disseminated by consumers, the number of words should not be too small. As far as possible, we should focus on objective facts to reduce the words used by consumers in terms of subjective feelings, and the communicators can share word-of-mouth information with people close to each other in a targeted manner. In order to achieve the goal of reducing the psychological resistance of the word-of-mouth receiver, in order to achieve a good recommendation of word-of-mouth.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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