在线评论口碑效应的影响因素分析

发布时间：2018-04-12 00:27

本文选题：在线评论 + 口碑效应　；参考：《江西农业大学》2014年硕士论文

【摘要】：网络技术的发展与普及，使得口碑这种传统的人际沟通有了新的表现形式—网络口碑，与传统口碑形式相比，网络口碑是有形的，获得了互联网媒介所带来的传播速度快、不受时间地域限制、影响范围广等一系列优势。越来越多的消费者尤其是网购用户将网络口碑作为他们的决策参考。鉴于网络口碑对消费者行为的强大影响，商家和学者对其给予越来越多的关注。但目前有关口碑的实证研究还存在不足，已有文献大多是直接借鉴传统口碑传播的研究对网络口碑进行考察，较少考虑网站媒介因素以及网络情境下口碑发布和接收双方的信任对口碑效应的影响。本文在已有研究的基础上将网站媒介因素和信任纳入研究模型，，基于问卷调查数据，运用结构方程模型分析了网络口碑的主要形式—在线评论口碑效应的主要影响因素。研究结果表明，评论者专业性、网站可信度、与网站的关系程度、评论接收者网络涉入程度直接影响在线评论口碑效应；在线联结强度和接收者专业性对在线评论口碑效应的直接影响不显著，但可以通过情感信任和认知信任对在线评论口碑效应产生影响；认知信任和情感信任正向影响在线评论口碑效应；认知信任和情感信任在评论者专业性、网站可信度、与网站的关系程度对在线评论口碑效应的影响过程中存在显著的完全中介效应，在网络涉入程度对在线评论口碑效应的影响过程中存在显著的中介效应。
[Abstract]:With the development and popularization of network technology, word of mouth (WOM), the traditional form of interpersonal communication, has a new manifestation. Compared with the traditional word-of-mouth, it is tangible and gets the speed of communication brought by Internet media.Free from time and geographical constraints, a wide range of advantages.More and more consumers, especially online shoppers, take the word of mouth as their decision-making reference.In view of the strong influence of internet word-of-mouth on consumer behavior, merchants and scholars pay more and more attention to it.However, there are still some shortcomings in the empirical research on word-of-mouth. Most of the literature has been used for reference directly from the research of traditional word-of-mouth communication to investigate the online word-of-mouth.Less consideration is given to the influence of the media factors of the website and the trust between the public and the receiver on the word-of-mouth effect in the network context.On the basis of existing research, this paper brings website media factors and trust into the research model. Based on the questionnaire data, this paper analyzes the main form of online word-of-mouth by using structural equation model-the main influencing factors of online comment word-of-mouth effect.The results show that the professionalism of the reviewers, the credibility of the website, the degree of relationship with the website, and the degree of involvement of the comment recipient network directly affect the online comment word-of-mouth effect;The influence of online connection intensity and receiver professionalism on online comment word-of-mouth effect is not significant, but it can be influenced by emotional trust and cognitive trust.Cognitive trust and emotional trust have positive effects on online comment reputation, cognitive trust and emotional trust have great influence on reviewers' professionalism, website credibility, cognitive trust and emotional trust.There is a significant complete intermediary effect in the process of the influence of the relationship degree with the website on the online comment word-of-mouth effect, and in the process of the influence of the network involvement degree on the online comment word-of-mouth effect, there is a significant intermediary effect.
【学位授予单位】：江西农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F224

【参考文献】