反代际影响、网络社区互动对家庭网络购买意愿的影响研究

发布时间：2019-05-13 19:12

【摘要】：本文研究的是反代际影响和网络社区互动对家庭网络购买意愿的影响,并且将消费者感知价值和心理距离作为中介变量。主要研究的是消费者反向代际影响以及网络社区互动的维度构成,以及对家庭网络购买意愿又具有怎么样的影响。本文在对反向代际影响、网络社区互动、消费者感知价值、心理距离和家庭网络购买意愿进行相应的文献搜集和梳理后,提出相应的研究假设,在假设的基础上再构建本研究的研究模型。通过现有相关变量的测量量表的搜集,并结合本研究的特点,对测量量表进行适当的调整后以调查问卷的形式搜集数据。对所搜集的数据用SPSS和AMOS统计分析工具进行实证分析,以验证所提出的假设及研究模型。通过实证研究所得结论如下:(1)反向代际影响通过消费沟通和消费创新两种方式对家庭网络购买意愿产生影响,并且消费者感知价值在消费沟通和消费创新对家庭网络购买意愿的影响中起中介作用;(2)网络社区互动通过产品互动和人际互动对家庭网络购买意愿产生影响,并且消费者感知价值在人际互动对家庭网络购买意愿的影响中起中介作用,心理距离在人际互动、产品互动对家庭网络购买意愿的影响中起中介作用。通过实证分析,本文验证了反向代际影响和网络社区互动对家庭网络购买意愿的积极影响,以及消费者感知价值和心理距离在其中的中介作用。希望本文的研究对于企业的营销和管理有所帮助,也使企业能够更好的利用代际影响和网络社区互动进行营销管理,从而更好的适应市场环境,并使产品或服务更具竞争优势。
[Abstract]:This paper studies the influence of anti-intergenerational influence and online community interaction on home online purchase intention, and takes consumer perceived value and psychological distance as intermediary variables. This paper mainly studies the reverse intergenerational influence of consumers and the dimension composition of online community interaction, as well as what kind of influence it has on the purchase intention of home network. After collecting and combing the literature on reverse intergenerational influence, online community interaction, consumer perceived value, psychological distance and home online purchase intention, this paper puts forward the corresponding research assumptions. On the basis of hypothesis, the research model of this study is constructed. Through the collection of the existing measurement scale of relevant variables, and combined with the characteristics of this study, the measurement scale was adjusted appropriately and the data were collected in the form of questionnaire. The collected data are empirically analyzed by SPSS and AMOS statistical analysis tools to verify the hypothesis and research model. The conclusions of the empirical study are as follows: (1) the reverse intergenerational impact has an impact on the willingness of households to buy through consumer communication and consumer innovation. And consumer perceived value plays an intermediary role in the influence of consumer communication and consumption innovation on home network purchase intention. (2) Network community interaction has an impact on family network purchase intention through product interaction and interpersonal interaction, and consumer perceived value plays an intermediary role in the influence of interpersonal interaction on home network purchase intention, and psychological distance plays an intermediary role in interpersonal interaction. Product interaction plays an intermediary role in the influence of home network purchase intention. Through empirical analysis, this paper verifies the positive impact of reverse intergenerational influence and online community interaction on home online purchase intention, as well as the intermediary role of consumer perceived value and psychological distance in it. It is hoped that the research in this paper is helpful to the marketing and management of enterprises, and also enables enterprises to make better use of intergenerational influence and network community interaction for marketing management, so as to better adapt to the market environment and make products or services have more competitive advantages.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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