网络口碑对大学生购买手机意愿影响研究
发布时间：2019-05-22 17:10
【摘要】：21世纪以来,随着信息技术的高速发展,人们的购物方式发生巨变,通过在线购物后留下的网络评论日积月累,已经具备一定的规模,这些评论就是网络口碑的一种形式。研究网络口碑对于消费者的购买意愿影响研究已经不是一个无人问津的领域,现在已经有相关学者对于电影、图书、旅游等网络口碑进行了学术研究,得出了具有现实意义的结论,对于推动该领域发展起到了重要的作用。本文以大学生为研究主体,选取购买手机产品后的网络口碑为研究对象,目的在于手机产品下积累的网络口碑中研究得出有关手机产品的网络口碑如何影响大学生购买意愿,并给出相对应的营销策略。本文首先对前人文献进行了梳理,得出来可能存在的影响因素,做出假设;然后通过问卷调查,收集并整理数据,对所得数据进行分析得出影响大学生购买手机意愿的网络口碑的主要因素,并揭示研究对象与各研究变量之间的关系;最后,通过建立结构方程模型对所得的变量进行深入的分析,剔除不显著的路径,得出更能够反映网络口碑如何影响大学生群体购买意愿的模型。同时,根据对假设的验证得出结论并为大学生群体制定适合的营销策略。
[Abstract]:Since the 21st century, with the rapid development of information technology, people's shopping methods have changed dramatically. The online comments left behind by online shopping have accumulated over time and have a certain scale. These comments are a form of online word of mouth. The study of the impact of online word of mouth on consumers' willingness to buy is no longer an unattended field. Now, some relevant scholars have carried out academic research on online word of mouth, such as movies, books, tourism and so on. The conclusion of practical significance is drawn, which plays an important role in promoting the development of this field. This paper takes college students as the main body of research, and selects the network word of mouth after purchasing mobile phone products as the research object. The purpose of this paper is to find out how the network word of mouth about mobile phone products affects the purchase intention of college students in the network word of mouth accumulated under mobile phone products. And give the corresponding marketing strategy. First of all, this paper combs the previous literature, obtains the possible influencing factors, and makes assumptions. Then through the questionnaire survey, collect and collate the data, analyze the data, get the main factors that affect the willingness of college students to buy mobile phones, and reveal the relationship between the research object and the research variables. Finally, by establishing the structural equation model, the variables are analyzed deeply, and the inconspicuous path is eliminated, and the model which can better reflect how the network word of mouth affects the group purchase intention of college students is obtained. At the same time, according to the verification of the hypothesis, the conclusion is drawn and the suitable marketing strategy is made for the college students.
【学位授予单位】：郑州航空工业管理学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55
[Abstract]:Since the 21st century, with the rapid development of information technology, people's shopping methods have changed dramatically. The online comments left behind by online shopping have accumulated over time and have a certain scale. These comments are a form of online word of mouth. The study of the impact of online word of mouth on consumers' willingness to buy is no longer an unattended field. Now, some relevant scholars have carried out academic research on online word of mouth, such as movies, books, tourism and so on. The conclusion of practical significance is drawn, which plays an important role in promoting the development of this field. This paper takes college students as the main body of research, and selects the network word of mouth after purchasing mobile phone products as the research object. The purpose of this paper is to find out how the network word of mouth about mobile phone products affects the purchase intention of college students in the network word of mouth accumulated under mobile phone products. And give the corresponding marketing strategy. First of all, this paper combs the previous literature, obtains the possible influencing factors, and makes assumptions. Then through the questionnaire survey, collect and collate the data, analyze the data, get the main factors that affect the willingness of college students to buy mobile phones, and reveal the relationship between the research object and the research variables. Finally, by establishing the structural equation model, the variables are analyzed deeply, and the inconspicuous path is eliminated, and the model which can better reflect how the network word of mouth affects the group purchase intention of college students is obtained. At the same time, according to the verification of the hypothesis, the conclusion is drawn and the suitable marketing strategy is made for the college students.
【学位授予单位】：郑州航空工业管理学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55
【参考文献】
相关期刊论文 前10条
1 杜学美;丁t熸，
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