网络用户电子口碑参与意图的实证研究

发布时间：2018-07-11 21:08

本文选题：电子口碑 + 动机　；参考：《青岛大学》2017年硕士论文

【摘要】：电子商务环境下,消费者的购买体验过程得到进一步延伸,可以更加便捷的在网络中分享自己的购物经验。此类通过互联网进行的消费经验交流即电子口碑正成为影响网络消费者购买决策的主导因素之一。然而,是什么驱动了电子口碑的产生和传播?企业的行为是否/如何影响网络口碑的参与行为?本研究将围着这一系列问题,探索电子口碑参与意图的驱动机制。本研究首先对电子口碑参与意图的研究意义和目的进行了阐述,并总结了国内外研究现状。其次,通过对电子口碑相关概念和理论基础的梳理总结,本研究基于动机理论、计划行为理论和公平理论从消费者个人动机和商家的服务补救两个维度出发,建立了影响网络用户电子口碑参与意图的理论模型。将基于个人导向的动机因素分为互惠主义、利他主义、利己主义和社交联结四个内在起因以及经济刺激和平台激励两个外在诱因;将基于商家导向的服务公平则包含有形补偿、精神补偿、响应速度和补救主动性四个因素。通过电子口碑参与态度、主观规范和满意三个中间变量的作用探讨其对电子口碑参与意图的影响。最后,通过网上调查问卷收集数据,借助SmartPLS软件对数据进行测量模型的信度和效度分析并对结构模型进行分析来检验本研究的假设。研究结果表明,在消费者动机方面,互惠主义、利他主义和利己主义通过影响态度进而影响电子口碑参与意图;社交联结正向影响主观规范,主观规范正向影响参与态度而不直接影响参与意图;相对于平台激励对于消费者参与电子口碑意图的积极影响,经济刺激对其参与意图的影响不显著。在商家的服务公平因素中,除精神补偿之外,有形补偿、响应速度和补救主动性皆对顾客满意产生正向影响从而促进口碑参与意图的形成。可见,消费者动机和商家行为共同驱动了电子口碑的参与意图。在实证研究结论的基础上,本研究揭示了电子口碑参与行为多元作用体系,深化了该领域的理论体系,同时,为企业完善平台运营机制、增强客户黏性和平台活跃性,提供了有益的参考。
[Abstract]:Under the environment of electronic commerce, the process of consumers' purchase experience is further extended, and it is more convenient to share their shopping experience in the network. Electronic word of mouth (EWOM) is one of the leading factors that influence online consumers' purchasing decisions. However, what drives the generation and dissemination of electronic word of mouth? Does the behavior of the enterprise affect the participating behavior of the network word-of-mouth? This study will explore the driving mechanism of electronic word-of-mouth participation intention around this series of questions. In this study, the significance and purpose of electronic word-of-mouth (EWOM) participating intention are first expounded, and the current research situation at home and abroad is summarized. Secondly, through combing and summing up the related concepts and theoretical basis of electronic word-of-mouth, this study is based on motivation theory, planning behavior theory and fair theory from the consumer's personal motivation and the business's service remedy two dimensions. A theoretical model is established to influence the intention of electronic word-of-mouth participation of network users. The motivational factors based on individual orientation are divided into four internal causes: reciprocity, altruism, egoism and social connection, as well as economic stimulus and platform incentive, while business-based service equity includes tangible compensation. Mental compensation, response speed and remedial initiative are four factors. The effect of electronic word-of-mouth participation attitude, subjective norm and satisfaction on the intention of electronic word-of-mouth participation is discussed. Finally, the reliability and validity of the measurement model are analyzed by using SmartPLS software, and the hypothesis of this study is tested by analyzing the structural model. The results show that in terms of consumer motivation, reciprocity, altruism and egoism influence electronic word-of-mouth participation intention by influencing attitudes; social connections positively affect subjective norms. Subjective norms positively influence participation attitude, but not directly affect participation intention; compared with the positive effect of platform incentive on consumers' intention to participate in electronic word of mouth, economic stimulus has no significant effect on their participation intention. Besides mental compensation, tangible compensation, response speed and remedial initiative all have positive effects on customer satisfaction, thus promoting the formation of intention of word-of-mouth participation. Visible, consumer motive and business behavior together drive the participation intention of electronic word-of-mouth. Based on the conclusion of empirical research, this study reveals the multi-function system of electronic word-of-mouth participation behavior, deepens the theoretical system in this field, and at the same time, improves the platform operation mechanism for enterprises, and enhances the customer viscosity and platform activity. A useful reference is provided.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

【参考文献】