网络口碑对女性化妆品购买意愿的影响研究

发布时间：2018-06-24 03:54

本文选题：网络口碑 + 女性消费者　；参考：《天津工业大学》2017年硕士论文

【摘要】：电子商务的快速发展使得网络购物成为人们日常生活密不可分的一部分,女性向来喜欢购物打扮自己,女性为自己的美丽买单已经形成特殊的"她经济"。化妆品是现代女性生活中不可缺少的一部分,电子商务的风靡为女性购买化妆品提供更多的选择也带来更多的风险。为降低网购化妆品带来的风险,女性消费者习惯在购物前在网上搜索产品的网络口碑,借助他人的使用体验帮助自己做出购买决策。本文就是在这一背景下围绕网络口碑如何影响女性网购化妆品购买意愿做出研究。网络口碑随着互联网的发展体现出许多新的特点,本文在总结网络口碑发展现状和文献研读的基础上提出了网络口碑的三个特点:网络口碑传播载体、量化、连续性。以技术接受模型为框架,本文建立了基于网络口碑对女性化妆品购买意愿影响模型。在模型构建的基础上,提出了本文研究假设并设计调查问卷,问卷选取了 184名有查看网络口碑经历进行化妆品购买的女性消费者,后用SPSS19和AM0S21软件对收集的数据进行实证分析。通过实证分析发现:网络口碑传播载体、网络口碑量化、网络口碑连续性、感知功能价值均与购买意愿有显著的正向影响;网络口碑传播载体、网络口碑连续性对感知功能价值有显著的正向影响,网络口碑量化与感知功能价值无显著正向影响;感知功能价值在网络口碑传播载体、网络口碑连续性与购买意愿间起显著的中介作用,在网络口碑量化与购买意愿间没有起到显著的中介作用。在研究结论的基础上,本文最后结合网络口碑特点为企业进行网络口碑营销提出相应建议。同时强调企业在进行网络口碑营销时应当善于利用女性消费者天然的性别特征和特殊的消费心理,也应当借助社交平台的优势以扩大企业网络口碑的影响范围。
[Abstract]:With the rapid development of electronic commerce, online shopping has become an inseparable part of people's daily life. Women always like to buy and dress themselves, and women pay for their beauty has formed a special "her economy". Cosmetics is an indispensable part of modern women's life. The popularity of e-commerce provides more choices for women to buy cosmetics and brings more risks. In order to reduce the risk of buying cosmetics online, female consumers are accustomed to search the online word-of-mouth of products before shopping, and use the experience of others to help them make purchase decisions. Under this background, this paper focuses on how online word-of-mouth influences women's purchase intention of online cosmetics. With the development of the Internet, there are many new features in the network word-of-mouth. On the basis of summarizing the present situation of the development of the network word-of-mouth and studying the literature, this paper puts forward three characteristics of the network word-of-mouth: the carrier of the network word-of-mouth communication, the quantization and the continuity. Based on the technology acceptance model, this paper establishes a model of the influence of online word-of-mouth on women's cosmetics purchase intention. On the basis of the model construction, this paper puts forward the research hypothesis and designs a questionnaire. The questionnaire selects 184 female consumers who have the experience of looking at the online word-of-mouth to purchase cosmetics. SPSS 19 and AM0 S 21 software were used to analyze the collected data. Through the empirical analysis, it is found that: network word of mouth dissemination carrier, network word of mouth quantification, network word of mouth continuity, perceived function value and purchase intention have significant positive impact; network word of mouth transmission carrier, The continuity of network word-of-mouth has a significant positive effect on perceived functional value, while the quantification of network word-of-mouth and perceived functional value have no significant positive effect. The continuity of online word-of-mouth plays a significant intermediary role with the willingness to buy, but there is no significant intermediary between the quantification of online word-of-mouth and the willingness to buy. On the basis of the research conclusion, this paper finally puts forward some suggestions for enterprises to carry out network word-of-mouth marketing combined with the characteristics of internet word-of-mouth. At the same time, it is emphasized that enterprises should be good at making use of female consumers' natural gender characteristics and special consumption psychology when marketing online word-of-mouth, and should expand the influence range of enterprise network word-of-mouth by virtue of the advantages of social platform.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

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