消费者对不同形式的电子口碑采纳行为研究

发布时间：2018-02-08 14:31

本文关键词： 在线评论社交媒体电子口碑电子商务　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：近些年电子商务发展迅速,网络购物成为了人们消费的主要方式之一。不同于传统实体店的消费方式,消费者在网络环境中的消费由于无法接触到商品,更多地需要借助于电子口碑帮助决策。首先,在线评论作为电子商务平台中的一种代表性的电子口碑,成为了消费者在线购物决策的重要信息来源。与此同时,随着社交媒体的发展,社交媒体中的电子口碑信息对消费者的决策也产生了重要的影响。虽然对消费者的购买行为均具有重要影响,但是电子商务平台上的在线评论和社交媒体中的电子口碑在来源、组织方式、接触途径等方面都存在明显差异。目前已有大量的研究分析这两种口碑对消费者购买行为的影响,但很少有研究分析当消费者同时面对两种口碑时的决策问题。本论文将首次研究当消费者同时面对电商平台口碑和社交媒体口碑时,将倾向于采纳哪种信息的问题。另外,本文将进一步分析消费者的认知水平、涉入度对调节口碑对消费者的影响作用。本论文主要研究以下两个问题：1,消费者面对电商平台口碑和社交媒体口碑两类信息的选择机制是什么?2,消费者的认知水平、涉入度如何调节该机制?论文的结论表明：当消费者对电商平台口碑的感知有用性和可信度降低时,他们会更倾向于采纳社交媒体口碑；认知水平和涉入度对于消费者对口碑有用性的感知具有调节作用,但对口碑可信度的感知不具有调节作用。
[Abstract]:In recent years, the rapid development of e-commerce, online shopping has become one of the main ways of people's consumption. The store is different from the traditional consumption patterns, consumers in the network environment due to exposure to commodity consumption, more need to use electronic word-of-mouth to help decision-making. Firstly, online reviews as a representative of e-WOM e-commerce platform the information has become an important source of consumer online shopping decision-making. At the same time, with the development of social media, also produced important influence decision-making in the social media, electronic word-of-mouth on consumer information.
Although all have important influences on consumer behavior, but the electronic word-of-mouth e-commerce platform of online reviews and social media in the source, organization, contact way have obvious differences. At present, a large number of studies have analyzed the effects of two WOM on the consumer behavior, but few studies have analyzed when consumers also face two reputation problem. This paper will study for the first time at the same time when consumers face business platform and social media word-of-mouth reputation, will tend to adopt what kind of information problem. In addition, this paper will further analyze the cognitive level of consumer involvement, regulation of WOM effect impact on consumers.
This paper mainly studies the following two questions: 1, consumers face what is the selection mechanism of electronic business platform and social media word-of-mouth reputation of two kinds of information? 2, the cognitive level of consumer involvement, how to adjust the mechanism? The conclusion of this paper shows that when the lower consumer business platform for the reputation of the perceived usefulness and credibility, they will be more inclined to adopt social media word-of-mouth; cognitive level and involvement for consumers with the usefulness of the perception of the role of word-of-mouth reputation, but does not have the perception of the credibility of the regulatory role.

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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