Facebook电子口碑对比利时消费者行为的影响研究

发布时间：2018-11-20 08:29

【摘要】：已有研究表明电子口碑对消费者购买决策具有积极影响。根据AJzen(1991)计划行为理论,在线购买一个产品的行为意图可通过三因素预测:即行为态度、主观规范、自我效能。研究表明,脸书电子口碑对在线消费者的购买行为产生了影响。因此,如果有人发现他的脸谱网的好友在脸谱网上喜欢或者推荐某个产品/品牌,他或她很有可能会购买那个品牌的产品,或者仍然买另一个品牌。该研究报告是对分布在比利时的10个省份的脸谱网专页进行了调查。共有389名受访者参与了调查,其中377人居住在比利时。居住在比利时的377名受访者中,有211名女性,166名男性。受访者接到的调查任务是从1到7项来选择他们是否同意调查表上具体的陈述。调查结果显示,脸谱网的推荐品牌或者脸谱网好友所喜爱的品牌,对消费者的行为态度、认知和购买意图起到了积极影响。脸谱网的推荐使得消费者更喜欢某种产品,认为这种产品具有优良的品质,他们很可能会购买这种产品。网上电子口碑对消费者的认知的影响是非常明显的。他们会更相信产品的质量,最后很可能会购买这种产品。主观规范似乎对在线消费者的行为具有很大的影响,这意味着营销人员应该经常核对消费者在脸谱网推荐他们的产品或品牌的次数,还要核对他们关于产品的描述。因此,营销人员可以用这份推荐的内容放在他们的网店上。最终,社会认同将为他们工作。
[Abstract]:Studies have shown that electronic word of mouth has a positive impact on consumer buying decisions. According to AJzen (1991) plan behavior theory, the behavior intention of buying a product online can be predicted by three factors: behavior attitude, subjective norm, and self-efficacy. Research shows that Facebook's e-word of mouth has an impact on online consumer buying behavior. So if someone finds a Facebook friend who likes or recommends a product / brand on Facebook, he or she is likely to buy that brand or still buy another brand. The study looked at Facebook pages in 10 provinces in Belgium. A total of 389 respondents were surveyed, 377 of whom lived in Belgium. Of 377 respondents living in Belgium, 211 were women and 166 were men. Respondents were asked to select from 1 to 7 specific statements on the questionnaire. The results showed that the recommended brand of Facebook or the favorite brand of Facebook friends had a positive effect on consumer's behavior attitude, cognition and purchase intention. Facebook's recommendation has led consumers to prefer a product that they consider to be of good quality and that they are likely to buy it. The influence of online electronic word of mouth on consumers' cognition is very obvious. They will be more confident about the quality of the product and will probably end up buying it. Subjective norms seem to have a big impact on online consumer behavior, which means marketers should often check the number of times consumers recommend their products or brands on Facebook, as well as their descriptions of products. As a result, marketers can use this recommended content on their online stores. Ultimately, social identity will work for them.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F713.55

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