WEB2.0时代旅游者网络口碑传播动机研究

发布时间：2018-06-24 14:14

本文选题：旅游者 + 网络口碑　；参考：《湖北大学》2013年硕士论文

【摘要】：口碑传播具有高说服力,因而具备高影响力,以往的研究证实了传统口碑比大众媒介广告对消费者的购买决策更具影响力。WEB2.0为消费者开启了一个更加开放的网络时代,口碑信息通过网络能以惊人的速度传播开去,其影响力变得更为强大。本研究以旅游者为研究对象,在查阅与口碑传播相关的大量文献的基础上,结合WEB2.0时代的特定背景,研究网络口碑传播动机对口碑传播行为的影响。通过文献研究和小型访谈,本研究指出直接影响旅游者网络口碑传播的动机包括获得回报、自我表达、关心其他消费者、支持/惩罚商家、社会交往需求,同时,网络依赖也会通过这些动机因素间接影响到网络口碑传播。据此,本研究构建了WEB2.0时代旅游者网络口碑传播动机的概念模型。通过206份问卷调查数据,对假设进行验证。结果表明：获得回报、自我表达、关心其他消费者、支持/惩罚商家、社会交往需求对旅游者的网络口碑推荐行为影响显著；且网络依赖这一变量也在不同程度上对除了获得回报的其余四个动机因素产生显著性影响。本文的主要创新之处体现在：结合WEB2.0特定的时代背景,本研究将传统口碑传播中的“获得信息回报”、“情感分享”这两个动机因素优化为“获得回报”和“自我表达”,并结合时代特征探索了“网络依赖”对各个动机因素的影响。根据研究结论,本研究为旅游企业提出管理建议。旅游企业企业管理者将网络口碑传播作为一种重要的营销手段。提出在管理网络口碑传播动机的过程中,应不断提高消费者的内在需求,加强推荐奖励设立,加强对口碑信息的管理和控制等建议。
[Abstract]:Word of mouth communication is highly persuasive and therefore highly influential. Previous studies have confirmed that the traditional word of mouth has more influence on consumers' purchasing decisions than mass media advertising. Web 2.0 has opened a more open Internet era for consumers. Word of mouth information through the Internet can spread at an alarming speed, its influence has become more powerful. This study takes tourists as the research object, on the basis of consulting a large number of documents related to word of mouth communication, combined with the specific background of WEB2.0 era, studies the influence of the motivation of network word of mouth communication on the behavior of word of mouth communication. Through literature research and small interviews, this study points out that the motivations that directly affect tourists' online word-of-mouth communication include reward, self-expression, concern for other consumers, support / punish businesses, social communication needs, and at the same time, Network dependence will also indirectly affect the spread of network word of mouth through these motivational factors. Based on this, this study constructs a conceptual model of the motivation of tourists' online word-of-mouth communication in Web 2.0 era. The hypothesis was verified by 206 questionnaires. The results show that: obtaining return, self-expression, caring for other consumers, supporting / punishing merchants, and social communication demand have a significant impact on tourists' online word-of-mouth recommendation behavior; Moreover, network dependence also has a significant effect on the other four motivational factors except for the reward in varying degrees. The main innovations of this paper are as follows: considering the specific background of WEB2.0, this study optimizes the two motivational factors of traditional word-of-mouth communication, such as "obtaining information return" and "emotion sharing", as "obtaining reward" and "self-expression". Combined with the characteristics of the times, this paper explores the influence of network dependence on various motivational factors. According to the conclusion of the study, this study puts forward management suggestions for tourism enterprises. Tourism enterprise managers take the network word-of-mouth communication as an important marketing means. In the process of managing the motivation of network word-of-mouth communication, we should constantly improve the internal demand of consumers, strengthen the establishment of recommended awards, and strengthen the management and control of word-of-mouth information.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;G206

【参考文献】