网络口碑信息特点与认知需求对消费者信任的影响

发布时间：2018-01-01 00:07

本文关键词：网络口碑信息特点与认知需求对消费者信任的影响　出处：《武汉纺织大学》2017年硕士论文　论文类型：学位论文

【摘要】：口碑对促进消费者购买决策有着重要作用,互联网以及移动互联网的发展让网络口碑成为企业进行营销的重要阵地。大多数消费者在进行网络购物或通过网络搜寻线下服务时都会浏览口碑信息。以往对网络口碑的研究将网络口碑分为口碑信息发送者,网络口碑信息本身与网络口碑接收者三个构面进行研究并发现信任是网络口碑与消费者购买决策之间重要的桥梁。不同的网络口碑所具有的特点会对消费者信任产生不同的影响现有文献大多从网络口碑信息发送者进行研究,从网络口碑信息接收者对不同网络口碑信息特点产生的信任态度的研究稍显不足。本研究采用实证研究的方式,从消费者认知需求的高低,对网络口碑信息特点在形式与内容进行分类,探讨不同认知需求的消费者对不同口碑信息的信任问题。研究结果显示,相对于形式丰富度低的网络口碑信息,消费者更加倾向于信任形式丰富度高的网络口碑信息。相对于内容有趣度低的网络口碑信息,消费者更加倾向于信任内有趣度高的信息。相对于高认知需求消费者,低认知需求消费者更加关注口碑信息的形式。相对于低认知需求消费者,高认知需求消费者更加关注口碑信息的内容。本研究进一步完善网络口碑的相关理论基础,扩大了认知需求理论在网络口碑营销的应用。同时也给网络口碑营销工作者提供了一定的管理启示,帮助他们更好的分析了解目标消费者。为企业根据不同认知需求的消费者展示何种有效的网络口碑信息提供了理论依据和实践参考。
[Abstract]:Play an important role in promoting the reputation of the consumer purchase decision, the development of Internet and mobile Internet network reputation became an important position in enterprise marketing. The majority of consumers in the online shopping or search line through the network will browse information service. Word of mouth to study the word of mouth will be divided into online word-of-mouth word-of-mouth information senders. Research on IWOM information itself and IWOM recipient in three dimensions and found that trust is the eWOM and consumer purchase decision. An important bridge between the characteristics of the network reputation of different have different influences on consumer trust in most of the existing literature study from the IWOM information sender, research from the trust attitude IWOM information receiver on the different characteristics of the information network of word of mouth slightly insufficient. The study uses empirical research From the consumer demand, cognitive level, the characteristics of online word-of-mouth information classified in form and content, to explore the problem of trust for different reputation information of different cognitive needs of consumers. The results showed that the form of low richness IWOM information relative to the consumers are more inclined to trust form high reputation network information richness. Interesting low degree of IWOM information relative to the consumers are more inclined to trust in a high degree of interesting information. Compared with the high cognitive demands of consumers, low cognitive demand consumers pay more attention to the form of reputation information. Compared to the low cognitive demand of consumers, high NFC consumers pay more attention to word-of-mouth information content. In this study, to further improve the relevant theoretical basis of network word of mouth, expand the application of cognitive demand theory in the network of word-of-mouth marketing. At the same time also to network marketing industry The author provides some management inspiration to help them better understand and understand target consumers. It provides a theoretical basis and practical reference for enterprises to display effective online word-of-mouth information according to different cognitive needs.

【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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