口碑传播对大学生培训服务市场消费行为的影响研究

发布时间：2018-04-30 17:20

本文选题：口碑传播 + 培训服务市场　；参考：《苏州大学》2012年硕士论文

【摘要】：口碑传播与消费者行为的密切联系早己经被学者们的研究所证实。由于服务具有无形性等特点，消费者在购买之前更倾向于从有经验的信息源那里搜寻口碑信息，许多学者的研究已证实口碑在服务行业中比产品市场中更具影响力。培训是极具自主性和个性化的无形性程度较高的服务，大学生培训服务消费是近年来增长最快的消费热点之一。因而，研究大学生培训服务市场中口碑传播对消费者行为的影响具有重要的意义。本文的研究分为四大部分：第一部分对口碑传播和消费者行为相关文献的整理、总结，并在此基础上提出了本文的概念模型及研究假设；第二部分，定义并测量变量，编制调查问卷，发放问卷收集数据；第三部分运用统计软件SPSS19.0进行数据分析，验证本文假设；第四部分，针对研究结果提出自己的管理建议。本文的主要研究结论如下：（1）接收者专业水平、接收者口碑偏好、接收者信任倾向、传播者专业水平与口碑传播对购买决策的影响力有显著相关性。而口碑语调和接收者感知风险与口碑传播对购买决策的影响力没有显著的影响作用。（2）接收者口碑偏好、传播者专业水平会影响消费者进一步传播口碑的行为。本文的研究还显示：口碑传播对购买决策的影响越大，，消费者进一步传播口碑的可能性越大。（3）接收者口碑偏好、信任倾向对接收者搜寻主动性有显著正向影响。而且，搜寻主动性是接收者口碑偏好、接受者信任倾向与口碑传播对购买决策的影响力之间的中介变量。据以上结论，本文提出了相应的管理建议，并对本研究的局限以及今后研究的方向进行了探讨。
[Abstract]:The close relationship between word-of-mouth communication and consumer behavior has long been confirmed by scholars. Because of the intangibility of service consumers tend to search for word of mouth information from experienced information sources before purchasing. Many scholars have confirmed that word of mouth is more influential than product market in service industry. Training is a highly independent and individualized invisible service, and the consumption of college students' training service is one of the fastest growing consumption hotspots in recent years. Therefore, it is of great significance to study the influence of word of mouth communication on consumer behavior in the training service market for college students. The research of this paper is divided into four parts: the first part summarizes and summarizes the literature on word of mouth communication and consumer behavior, and then puts forward the conceptual model and research hypothesis of this paper, the second part, defines and measures the variables. The third part uses the statistical software SPSS19.0 to analyze the data to verify the hypothesis of this paper. The fourth part puts forward its own management suggestions for the research results. The main conclusions of this paper are as follows: 1) the professional level of the receiver, the preference of the receiver's word of mouth, the tendency of the receiver's trust, the professional level of the communicator and the influence of the word of mouth communication on the purchasing decision are significantly correlated. Word of mouth intonation, perceived risk and the influence of word of mouth communication have no significant influence on purchasing decision. 2) the recipient's word-of-mouth preference and the professional level of the communicator will influence the consumer's behavior of further spreading word-of-mouth. The study also shows that the greater the influence of word-of-mouth communication on purchasing decisions, the more likely consumers are to further spread word-of-mouth. 3) the recipient's word-of-mouth preference and trust tendency have a significant positive effect on the receiver's search initiative. Moreover, the search initiative is the intermediary variable between the recipient's word-of-mouth preference, the recipient's trust tendency and the influence of word-of-mouth communication on the purchase decision. According to the above conclusions, this paper puts forward the corresponding management suggestions, and discusses the limitations of this study and the direction of future research.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G649.2;F274

【参考文献】