网络口碑对鞋服体育用品购买决策的影响研究
发布时间：2019-05-19 13:15
【摘要】：随着互联网和电子商务技术的迅速发展以及网络购物环境日趋完善，网络购物已成为网民生活的重要组成部分。与此同时，传统体育用品鞋服企业纷纷向电商转型，发展企业自身网络市场，体育用品网购商城不断涌现，鞋服体育用品网购已渐成趋势。以往研究已经证明，口碑对消费者购买态度和行为意愿有显著的影响，大多数消费者在做出购买决策时，都会向外界搜寻相关信息支援。互联网的发展，使口碑有了新形式——网络口碑，网络消费者也更多地通过网络这个媒介搜寻和获取信息，网络口碑成为消费者网络购物时的重要信息源。 本研究总结和吸取了以往学者关于网络口碑、网络口碑影响力、消费者购买行为等方面研究成果，，结合口碑相关理论，构建网络口碑对鞋服体育用品购买决策影响的理论模型并提出研究假设，其中选取网络口碑质量、网络口碑时效性、网络口碑极性和网络口碑强度作为前因变量，选取消费者网络口碑感知有用性和可信性作为中介变量，购买决策作为结果变量。接着借鉴适用本研究各变量的成熟测量量表，结合鞋服体育用品产品特性与专家意见设计了预调研问卷。然后，采集预调研数据，通过信度、效度检验筛选量表题项并形成正式调研问卷。最后，选取泉州地区810名高校大学生作为研究对象，进行正式调研，同时使用软件AMOS17.0进行结构方程模型分析，对理论模型及研究假设进行验证，对研究结论进行分析并给出相应建议。 通过结构方程模型分析发现：网络口碑质量、网络口碑时效性、网络口碑极性、网络口碑强度与购买决策均呈显著的正相关关系；网络口碑质量、网络口碑时效性、网络口碑极性、网络口碑强度与消费者的网络口碑感知可信性均呈显著正向相关关系；网络口碑时效性、网络口碑强度与消费者的网络口碑感知有用性呈显著正相关关系，而网络口碑质量与网络口碑极性和消费者的感知有用性之间没有显著的正相关；消费者的网络口碑感知有用性在网络口碑质量、网络口碑时效性、网络口碑极性和网络口碑强度对购买决策的影响中均起到中介作用。
[Abstract]:With the rapid development of Internet and e-commerce technology and the improvement of online shopping environment, online shopping has become an important part of the life of netizens. At the same time, traditional sports goods and shoes and clothing enterprises have transformed to e-commerce, the development of their own network market, sports goods online shopping malls continue to emerge, shoes and clothing sports goods online shopping has gradually become a trend. Previous studies have proved that word-of-mouth has a significant impact on consumers' purchase attitude and behavior intention. Most consumers search for relevant information support from the outside world when making purchase decisions. With the development of the Internet, word of mouth has a new form-network word of mouth, network consumers also more through the network as a medium to search for and obtain information, network word of mouth has become an important source of information for consumers in online shopping. This study summarizes and absorbs the previous scholars' research results on network word of mouth, network word of mouth influence, consumer purchase behavior and so on, combined with the related theories of word of mouth. The theoretical model of the influence of network word of mouth on the purchase decision of shoes and clothing sporting goods is constructed and the research hypothesis is put forward. The quality of network word of mouth, the timeliness of network word of mouth, the polarity of network word of mouth and the intensity of network word of mouth are selected as antecedents. Consumer network word-of-mouth perceived usefulness and credibility are selected as intermediary variables and purchase decisions as result variables. Then, referring to the mature measurement scale applicable to each variable of this study, combined with the characteristics of shoes and clothing sports products and expert opinions, a pre-survey questionnaire was designed. Then, collect the pre-survey data, through the reliability, validity test to screen the questionnaire items and form a formal questionnaire. Finally, 810 college students in Quanzhou area are selected as the research object, and the structural equation model is analyzed by using the software AMOS17.0, and the theoretical model and research hypothesis are verified. The research conclusions are analyzed and the corresponding suggestions are given. Through the analysis of structural equation model, it is found that there is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and purchase decision. There is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and consumers' perceived credibility of network word-of-mouth. The timeliness of network word of mouth and the intensity of network word of mouth are positively correlated with the perceived usefulness of consumers, but there is no significant positive correlation between the quality of network word of mouth and the polarity of network word of mouth and the perceived usefulness of consumers. The usefulness of consumers' network word-of-mouth perception plays an intermediary role in the influence of network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity and network word-of-mouth intensity on purchasing decisions.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F724.6
[Abstract]:With the rapid development of Internet and e-commerce technology and the improvement of online shopping environment, online shopping has become an important part of the life of netizens. At the same time, traditional sports goods and shoes and clothing enterprises have transformed to e-commerce, the development of their own network market, sports goods online shopping malls continue to emerge, shoes and clothing sports goods online shopping has gradually become a trend. Previous studies have proved that word-of-mouth has a significant impact on consumers' purchase attitude and behavior intention. Most consumers search for relevant information support from the outside world when making purchase decisions. With the development of the Internet, word of mouth has a new form-network word of mouth, network consumers also more through the network as a medium to search for and obtain information, network word of mouth has become an important source of information for consumers in online shopping. This study summarizes and absorbs the previous scholars' research results on network word of mouth, network word of mouth influence, consumer purchase behavior and so on, combined with the related theories of word of mouth. The theoretical model of the influence of network word of mouth on the purchase decision of shoes and clothing sporting goods is constructed and the research hypothesis is put forward. The quality of network word of mouth, the timeliness of network word of mouth, the polarity of network word of mouth and the intensity of network word of mouth are selected as antecedents. Consumer network word-of-mouth perceived usefulness and credibility are selected as intermediary variables and purchase decisions as result variables. Then, referring to the mature measurement scale applicable to each variable of this study, combined with the characteristics of shoes and clothing sports products and expert opinions, a pre-survey questionnaire was designed. Then, collect the pre-survey data, through the reliability, validity test to screen the questionnaire items and form a formal questionnaire. Finally, 810 college students in Quanzhou area are selected as the research object, and the structural equation model is analyzed by using the software AMOS17.0, and the theoretical model and research hypothesis are verified. The research conclusions are analyzed and the corresponding suggestions are given. Through the analysis of structural equation model, it is found that there is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and purchase decision. There is a significant positive correlation between network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity, network word-of-mouth intensity and consumers' perceived credibility of network word-of-mouth. The timeliness of network word of mouth and the intensity of network word of mouth are positively correlated with the perceived usefulness of consumers, but there is no significant positive correlation between the quality of network word of mouth and the polarity of network word of mouth and the perceived usefulness of consumers. The usefulness of consumers' network word-of-mouth perception plays an intermediary role in the influence of network word-of-mouth quality, network word-of-mouth timeliness, network word-of-mouth polarity and network word-of-mouth intensity on purchasing decisions.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F724.6
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相关期刊论文 前9条
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