网络意见领袖对女性消费者购买意愿的影响研究

发布时间：2018-06-06 14:49

本文选题：网络意见领袖 + 购买意愿　；参考：《上海外国语大学》2014年硕士论文

【摘要】：网络的迅速发展和普及，使得消费者在做购买决策前常常通过网络来搜寻产品信息。同时社会化商务网站以及社交平台如火如荼的发展，催生出了一大批具有时代特征的网络意见领袖，成为消费者搜寻信息的一大来源。但是由于网络环境的不确定性，网络意见领袖身份的匿名性，他们的意见对消费者并不是百分之百有效，不同的意见领袖的影响力也不尽相同。本文试图分析其中原因，解析网络意见领袖对女性消费者购买意愿的影响因素。本文以女性消费者为研究对象，以女性消费者在做购买决策前主动寻求网络意见领袖意见为前提，推荐信息作为影响消费者购买意愿的直接触发点，探讨网络意见领袖的特征，推荐信息的特征，和推荐信息发布平台这些影响因素对女性消费者购买意愿的影响。最后根据这些研究结论提出一些营销建议与启示。本研究的主要结论如下：（1）女性消费者在受到网络意见领袖产生购买意愿时，更倾向于相信女性网络意见领袖的建议。（2）网络意见领袖的专业性、知名度、产品涉入性及互动性会直接影响到女性消费者的购买意愿，并且呈显著正相关的影响关系。（3）在当今网络环境下，网络意见领袖的盈利性是女性消费者非常关注的方面，，与购买意愿呈显著负相关的关系。（4）网络意见领袖推荐信息的特征对其推荐效果的影响并不大。（5）女性消费者的感知价值与购买意愿之间也呈显著正相关性。当女性消费者因网络意见领袖的推荐，对某一产品的感知价值越高时，其购买意愿也会越大。
[Abstract]:With the rapid development and popularity of the Internet, consumers often search for product information through the Internet before making purchase decisions. At the same time, the development of social business websites and social platforms has given birth to a large number of Internet opinion leaders with the characteristics of the times, and has become a major source of information for consumers. However, due to the uncertainty of the network environment and the anonymity of the online opinion leaders, their opinions are not 100% effective to consumers, and the influence of different opinion leaders is also different. This paper tries to analyze the reasons and analyze the influence factors of online opinion leaders on female consumers' willingness to buy. This paper takes the female consumers as the research object, with the premise that female consumers actively seek the opinions of the online opinion leaders before making purchase decisions, recommends the information as the direct trigger point to influence the consumers' purchase intention, and probes into the characteristics of the online opinion leaders. The influence of the characteristics of recommendation information and the distribution platform of recommendation information on female consumers' purchase intention. Finally, according to these research conclusions, some marketing suggestions and enlightenment are put forward. The main conclusions of this study are as follows: Women consumers are more likely to believe the advice of online opinion leaders when they are willing to buy. 2) the professionalism, popularity, product involvement and interactivity of the online opinion leaders will directly affect the purchase intention of female consumers, and there is a significant positive correlation between them. 3) in today's network environment, the profitability of online opinion leaders is an area of great concern to female consumers, and has a significant negative correlation with the purchase intention. 4) the characteristics of recommendation information of network opinion leaders have little influence on the effect of recommendation. 5) there was also a significant positive correlation between perceived value and purchase intention of female consumers. The higher the perceived value of a product, the greater the willingness of female consumers to buy, as recommended by online opinion leaders.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;C913.3

【参考文献】