基于信任基础的虚拟社区内口碑再传播影响因素研究

发布时间：2018-06-03 10:36

本文选题：口碑再传播 + 认知信任　；参考：《浙江大学》2015年硕士论文

【摘要】：伴随着近年来互联网以及电子商务的高速发展,产品类虚拟社区成为许多创业企业进行产品营销的重要平台,数以百万计的消费者在这些平台上对产品口碑信息进行广泛的讨论,并且将其认为值得信任的信息进行进一步的传播。然而虚拟社区中口碑再传播意愿的影响因素在学术界却很少被研究,本文旨在研究基于信任中介的虚拟社区内口碑再传播意愿影响因素。本文基于以往的文献研究,建立起以信任为中介的虚拟社区口碑再传播意愿影响模型。主要分为三个部分：信任的前因,主要是感知专业性与在线联结强度；信任,进一步划分为认知信任与情感信任；口碑再传播意愿。同时,虚拟社区感将会对口碑再传播意愿起调节作用。通过实证研究,本文得出了以下重要结论：一、在虚拟社区环境下,认知信任主要受到感知专业性的影响；而情感信任则同时受到感知专业性以及在线联结强度的影响。二、认知信任仅在从感知专业性到口碑再传播意愿的影响路径上起中介作用；情感信任在从感知专业性到口碑再传播意愿,以及在线联结强度到口碑再传播意愿的影响路径上都有中介作用。三、虚拟社区感对认知信任与情感信任对口碑再传播意愿的影响都是正向的调节作用。结合以上研究结果,本文对创业企业在产品类虚拟社区平台上进行口碑营销战略的策划与实施提出了营销建议,同时也对研究中存在的不足以及未来相关研究的方向进行了探讨。
[Abstract]:With the rapid development of the Internet and e-commerce in recent years, the virtual community of products has become an important platform for many entrepreneurial enterprises to carry out product marketing. Millions of consumers discuss word-of-mouth information widely on these platforms and further disseminate information that they believe to be trustworthy. However, the influencing factors of retransmission intention of word of mouth in virtual community are seldom studied in academic circles. The purpose of this paper is to study the influencing factors of retransmission intention of word of mouth in virtual community based on trust intermediary. Based on the previous literature research, this paper establishes a model of the influence of retransmission intention of word of mouth in virtual community mediated by trust. It is mainly divided into three parts: the antecedents of trust, mainly perceived professionalism and online connection strength; trust, further divided into cognitive trust and emotional trust; word of mouth re-dissemination will. At the same time, the sense of virtual community will play a regulatory role in the retransmission of word of mouth. Through empirical research, this paper draws the following important conclusions: First, in the virtual community environment, cognitive trust is mainly influenced by perceived professionalism, while emotional trust is affected by both perceived professionalism and online connection strength. Second, cognitive trust only plays an intermediary role in the influence path from perceived professionalism to word of mouth retransmission willingness, and emotional trust plays an intermediary role in the process from perceived professionalism to word of mouth retransmission willingness. And the influence of online connection intensity to word of mouth retransmission will have intermediary role. Thirdly, the effect of virtual community sense on cognitive trust and emotional trust on retransmission intention of word of mouth is positive. Combined with the above research results, this paper puts forward some marketing suggestions for venture enterprises to plan and implement word-of-mouth marketing strategy on the platform of virtual community of products. At the same time, the shortcomings of the research and the direction of future research are also discussed.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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