网络口碑对护肤品消费者购买意愿影响研究
发布时间：2018-11-25 22:22
【摘要】：21世纪互联网蓬勃发展给我们的生活带来了新元素,网络购物因方便、实惠、刺激、时尚等特点已经普及到人们的生活,但网络购物的发展也伴随着一些问题的产生。消费者因看不到商品实物而无法辨别商品真伪或挑选到适合自己的商品。因此,网络口碑成为影响消费者购买决策的关键部分。网络护肤品销售数额在网络销售市场占有相当高的比重,因产品特性让护肤品消费者更加愿意采纳大众的意见,因而护肤品网络口碑已经成为消费者在网络市场选购护肤品重要的决策依据。本文研究的核心是网络口碑对护肤品消费者购买意愿的影响,以网络口碑为研究对象,通过大量查阅国内外相关研究文献,构建“网络口碑—消费者信任—护肤品消费者购买意愿”的研究模型,根据模型提出假设,定义变量,设计问卷,以线上购买护肤品消费者为调查样本,发放400份问卷,收回322份有效问卷,通过对数据进行信度分析和效度分析,在确保问卷的可用性之后再进行相关分析及回归分析,以此验证网络口碑对护肤品消费者的作用机制。本文主要得出以下结论:(1)网络口碑质量、得分、专业性对护肤品消费者的认知信任有着显著的正向影响,网络口碑数量对其影响不显著;(2)网络口碑质量、数量、专业性对护肤品消费者情感信任有着显著的正向影响,对网络口碑得分的影响并不显著;(3)消费者认知信任、情感信任对护肤品消费者购买意愿正向影响显著;(4)消费者认知信任、情感信任在网络口碑对护肤品消费者购买意愿影响存在中介调整作用,网络口碑质量、得分及专业性因中介效应对护肤品消费者购买意愿影响程度发生改变,而网络口碑数量因消费者情感信任的中介效应对护肤品消费者产生显著影响。
[Abstract]:The vigorous development of the Internet in the 21st century has brought new elements to our life. Because of convenience, benefit, stimulation, fashion and so on, online shopping has been popularized into people's lives, but the development of online shopping has also been accompanied by some problems. Because consumers can not see the real goods and can not identify the authenticity of goods or choose their own goods. Therefore, the network word of mouth becomes the key part of the consumer purchase decision. The amount of online skin care products sales accounts for a high proportion of the online sales market. Because of the characteristics of the products, consumers of skin care products are more willing to adopt popular opinions. Therefore, the online reputation of skin care products has become an important basis for consumers to choose and purchase skin care products in the online market. The core of this paper is the influence of internet word-of-mouth on consumers' willingness to buy skin care products. The research model of "online word-of-mouth, consumer trust and consumers' willingness to buy skin care products" was constructed. According to the model, the hypothesis was put forward, variables were defined, questionnaires were designed, and 400 questionnaires were distributed to consumers who bought skin care products online. 322 valid questionnaires were collected, and the reliability and validity of the data were analyzed, and then the correlation analysis and regression analysis were carried out after ensuring the availability of the questionnaire, so as to verify the effect mechanism of internet word-of-mouth on the consumers of skin care products. The main conclusions of this paper are as follows: (1) the quality, score and specialty of online word-of-mouth have a significant positive effect on the cognitive trust of skin care consumers, but the number of Internet word-of-mouth has no significant effect on it; (2) the quality, quantity and specialty of online word-of-mouth have a significant positive effect on the emotional trust of skin care consumers, but not on the score of online word-of-mouth; (3) consumers' cognitive trust and emotional trust have a significant positive effect on consumers' purchase intention; (4) consumers' cognitive trust, emotional trust and the influence of online word of mouth on consumers' purchase intention of skin care products have mediating effect, and the quality of online word of mouth. The score and specialty affect the consumers' purchase intention, while the number of online word-of-mouth has a significant influence on the skin care consumers because of the intermediary effect of consumers' emotional trust.
【学位授予单位】：东华理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.72;F713.55
本文编号：2357539
[Abstract]:The vigorous development of the Internet in the 21st century has brought new elements to our life. Because of convenience, benefit, stimulation, fashion and so on, online shopping has been popularized into people's lives, but the development of online shopping has also been accompanied by some problems. Because consumers can not see the real goods and can not identify the authenticity of goods or choose their own goods. Therefore, the network word of mouth becomes the key part of the consumer purchase decision. The amount of online skin care products sales accounts for a high proportion of the online sales market. Because of the characteristics of the products, consumers of skin care products are more willing to adopt popular opinions. Therefore, the online reputation of skin care products has become an important basis for consumers to choose and purchase skin care products in the online market. The core of this paper is the influence of internet word-of-mouth on consumers' willingness to buy skin care products. The research model of "online word-of-mouth, consumer trust and consumers' willingness to buy skin care products" was constructed. According to the model, the hypothesis was put forward, variables were defined, questionnaires were designed, and 400 questionnaires were distributed to consumers who bought skin care products online. 322 valid questionnaires were collected, and the reliability and validity of the data were analyzed, and then the correlation analysis and regression analysis were carried out after ensuring the availability of the questionnaire, so as to verify the effect mechanism of internet word-of-mouth on the consumers of skin care products. The main conclusions of this paper are as follows: (1) the quality, score and specialty of online word-of-mouth have a significant positive effect on the cognitive trust of skin care consumers, but the number of Internet word-of-mouth has no significant effect on it; (2) the quality, quantity and specialty of online word-of-mouth have a significant positive effect on the emotional trust of skin care consumers, but not on the score of online word-of-mouth; (3) consumers' cognitive trust and emotional trust have a significant positive effect on consumers' purchase intention; (4) consumers' cognitive trust, emotional trust and the influence of online word of mouth on consumers' purchase intention of skin care products have mediating effect, and the quality of online word of mouth. The score and specialty affect the consumers' purchase intention, while the number of online word-of-mouth has a significant influence on the skin care consumers because of the intermediary effect of consumers' emotional trust.
【学位授予单位】：东华理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.72;F713.55
【参考文献】
中国硕士学位论文全文数据库 前1条
1 李一楠;新市场环境下口碑营销模式的构建及应用研究[D];山东大学;2006年
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