网络意见领袖影响力对消费者购买意愿影响的实证研究

发布时间：2018-03-17 09:31

本文选题：网络购物　切入点：网络口碑　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网迅速的普及和发展催生了新型的购物模式---网络购物。由于网络购物与传统实体店购物体验、服务等的差异,消费者在网购之前总会感受到不同程度的风险性和不确定性,那么探究影响消费者网购决策的因素,通过这些因素分析采取相应的措施来降低其感知风险并提高其感知价值,从而增强其购买_意愿就是至关重要的。《2015年中国网络购物市场研究报告》显示,网购用户决策时最为关注的因素中第一位就是网络口碑,关注度为77.5%。网络意见领袖作为口碑信息的重要生成者和传播者,口碑营销的重要参与者,他们的推荐信息会在很大程度上影响消费者的购买意愿。研究显示,很多的网络消费者在下订单之前都会参照在线口碑所提供的信息,来决定自己的购买决策。因此网络意见领袖推荐、传播的相关产品或服务信息会影响其追随者和其他消费者的购物态度和意愿。本研究通过引入感知价值这一中介变量,构建出"网络意见领袖---感知价值---消费者购买意愿"的理论模型。以199名有过网购经历并受到网络意见领袖影响的在校大学生为研究样本,运用SPSS19.0统计软件工具,并采用描述性统计分析、信度和效度分析、相关性分析以及多元线性回归分析等数理分析方法,对"网络意见领袖影响力对消费者购买意愿的影响"进行了实证研究,得出以下结论:(1)网络意见领袖影响力对感知价值具有正向显著影响。具体而言,网络意见领袖的知名度特征、与消费者的互动性特征均显著正向影响感知价值。(2)感知价值对购买意愿具有正向显著影响。具体而言,消费者对相关产品或服务感知的情感价值和社会价值均显著正向影响其购买意愿,但是功能价值对购买意愿的影响却没有通过实证检验。(3)感知价值在网络意见领袖影响力正向影响购买意愿的过程中起了中介作用。
[Abstract]:The rapid development and popularization of the Internet has spawned a new mode of shopping - online shopping. Because online shopping and traditional shopping experience, difference service, consumers feel different degrees of risk and uncertainty in online shopping before there, then explore the impact of consumer online shopping decision-making factors, through the analysis of these factors to take corresponding the measures to reduce the perceived risk and improve the perceived value, thereby enhancing its willingness to buy _ is one of the most important.<2015 Shopping Market Research Report China Network > display, online shopping user decision factor is the most attention in the first is the network reputation, the degree of concern for 77.5%. network opinion leaders as an important information and generate word-of-mouth communicator, an important participant of word-of-mouth marketing, recommend them will largely influence consumer purchase intention. Research shows that it is Network consumer will refer to online word-of-mouth provided in order before all the information, to determine their purchase decisions. So the network opinion leaders recommend, dissemination of relevant product or service information will affect its followers and other consumer shopping attitudes and intention. The research by introducing the perceived value of the variables, construct a theoretical model of network opinion leaders - - perceived value of consumer purchase intention ". The 199 men had online shopping experience and college students by the network opinion leaders influence as the research sample, using SPSS19.0 statistical software, using descriptive statistical analysis, reliability and validity analysis, correlation analysis and multivariate linear regression analysis mathematical, to" influence "opinion leaders influence on consumer purchase intention for the empirical research, draw the following conclusions: (1) network opinion The influence of the leaders have a positive impact on perceived value. Specifically, well-known characteristics of the network of opinion leaders, and interactive features of consumers had significantly positive effect on perceived value. (2) the perceived value has significant positive effect on purchase intention. Specifically, the consumer of the product or service to the perception of emotional value and social value. Have a positive significant impact on the purchase intention, but the function of value influence on purchase intention but not through empirical test. (3) the mediating effect of perceived value and purchase intention in the network the influence of opinion leaders positive influence.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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