网络口碑信任度影响机制研究

发布时间：2018-05-26 16:31

本文选题：网络口碑 + 情绪感染　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：网络口碑是消费者进行购买决策时重要的参考因素,口碑营销已经成为众多电商厂家进行网络营销的重要手段。但是网络口碑的属性特征如何影响网络口碑接收者信任,进而对消费者购买决策的产生影响,这其中包含的作用机制非常值得探究。本文将用实验法探索网络口碑的方向和情感线索对口碑信任度的影响机制,为企业合理的口碑管理以及有效的口碑营销策略提供指导。本文探索口碑的基本属性对网络口碑信任度的影响机制,创新性引入感知角度的情绪感染和理性认知角度的信息有用性作为中介变量,而不是之前大部分研究集中于理性认知角度,同时引入接收者对于产品的知识作为调节变量。本文通过设计实验,模拟真实购物环境,收集相关的数据,使用spss对数据行进分析,检验研究提出的相关的假设,得出实验结论并提出结论。研究发现负向口碑相对于正向口碑的信息有用性以及情绪感染力都更强,对口碑接收者来说口碑信任度也更高;同时含有感情词的口碑要比没有感情词的口碑信息有用性以及情绪感染力都更强,对口碑接收者来说口碑信任度也更高。研究发现信息有用性和情绪感染在网络口碑方向和情绪线索对口碑信任度的影响过程中起着明显的中介作用。所以企业在进行口碑营销应该充分重视负向口碑,尽最大的可能消除负向口碑的不良影响,同时应该鼓励消费者进行正向评价时带上感情词语,这样会增强网络口碑的影响力。
[Abstract]:Internet word of mouth is an important reference factor for consumers to make purchase decisions. Word of mouth marketing has become an important means for many e-commerce manufacturers to carry out online marketing. However, how the attribute characteristics of the network word of mouth affect the trust of the receiver of the network word of mouth, and then influence the consumer purchase decision, which includes the mechanism is worth exploring. This paper will explore the influence mechanism of network word-of-mouth direction and emotional clue on word-of-mouth trust by means of experiment, and provide guidance for enterprise's rational word-of-mouth management and effective word-of-mouth marketing strategy. This paper explores the mechanism of the influence of the basic attributes of word-of-mouth on the network word-of-mouth trust, and innovatively introduces the emotional infection from the perspective of perception and the usefulness of information from the perspective of rational cognition as intermediary variables. Most of the previous studies focused on rational cognition, and the knowledge of the product was introduced as a regulating variable. This paper designs experiments, simulates real shopping environment, collects relevant data, uses spss to analyze the data travel, tests the relevant hypotheses put forward by the research, draws the experimental conclusions and puts forward the conclusions. The study found that the information usefulness and emotional appeal of negative word of mouth are stronger than that of positive word of mouth. At the same time, the word-of-mouth with emotional words is more useful and emotional than those without emotional words, and the word-of-mouth receiver has a higher level of word-of-mouth trust. It is found that information usefulness and emotional infection play an important role in the process of the influence of online word-of-mouth direction and emotional cues on word-of-mouth trust. Therefore, enterprises should pay full attention to negative word of mouth in word of mouth marketing, as far as possible to eliminate the negative impact of word of mouth, and should encourage consumers to carry on positive evaluation with emotional words, which will enhance the influence of network word of mouth.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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