社交网络好友推荐对消费者购买意愿的影响研究

发布时间：2018-05-07 22:25

本文选题：社交网络好友推荐 + 社会资本理论　；参考：《兰州财经大学》2017年硕士论文

【摘要】：面对网络口碑传播的出现和发展,越来越多企业开始着手开展借助于网络口碑的营销策略,推荐奖励计划便是其中之一,即企业通过对现有消费者实施奖励计划,促进其口碑传播,吸引和发展潜在消费者。微博、微信等社交网络媒介作为消费者重要的网络沟通渠道,其社交网络好友间口碑推荐成为企业推荐奖励计划的关注重点。不同于传统的口碑传播,社交网络好友间网络口碑因其传播媒介的特殊性,具有更为复杂的特点。已有文献多从感知价值和感知风险出发,研究社交网络口碑推荐对于消费者购买意愿及消费者满意度的影响。本文研究社交网络情境下,基于社会资本理论的社交网络好友推荐,通过消费者归因对消费者购买意愿的影响。通过相关概念、理论和各变量维度的借鉴,采用调查问卷的形式进行数据搜集,并通过SPSS21.0统计软件对回收数据进行统计分析,对研究假设进行验证。研究表明:社交网络情境下,社交网络好友推荐对消费者购买意愿产生正向影响,且消费者归因对社交网络好友推荐与消费者购买意愿间起到中介作用。基于上述结果,本文在社交网络好友社会资本及消费者归因管理等方面提出对策建议。
[Abstract]:In the face of the emergence and development of the network word of mouth, more and more enterprises begin to carry out marketing strategy with the help of the network word of mouth. The recommended reward plan is one of them, that is, the enterprise carries out the reward plan to the existing consumers. Promote the spread of word of mouth, attract and develop potential consumers. Weibo, WeChat and other social network media as an important online communication channel for consumers, its social network friends recommended word-of-mouth recommendations become the focus of corporate recommendation awards program. Different from the traditional word of mouth communication, the social network friends' network word of mouth has more complex characteristics because of the particularity of its communication medium. From the perspective of perceived value and perceived risk, the influence of social network word-of-mouth recommendation on consumers' purchase intention and consumer satisfaction has been studied. In this paper, the social network friends recommendation based on social capital theory is studied in the context of social network, and the influence of consumer attribution on consumers' willingness to buy is studied. Through the reference of related concepts, theories and variable dimensions, data collection is carried out in the form of questionnaire, and the statistical analysis of the recovered data is carried out through the SPSS21.0 statistical software, and the research hypothesis is verified. The research shows that in the social network situation, the social network friend recommendation has a positive effect on the consumer's purchase intention, and consumer attribution plays an intermediary role between the social network friend recommendation and the consumer's purchase intention. Based on the above results, this paper puts forward some suggestions on social capital of social network friends and consumer attribution management.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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