社会化商务环境下意见领袖对购买意愿的影响研究
发布时间：2018-07-31 17:57
【摘要】：长期以来,口碑一直被认为是影响消费者购买决策至关重要的因素。随着传统口碑向网络口碑的演进,口碑信息在网络环境下的传播速度变的更快、影响范围更大、影响力度也更为深远。作为网络口碑的重要来源和传播渠道,网络意见领袖对于口碑的树立与消费者决策产生了越来越为重要的影响。实际上,早在上个世纪五十年代,美国的传播学家卡茨与拉扎斯菲尔德就已经开始对意见领袖进行了关注。而后的研究发现,由于意见领袖往往是具备较强专业知识、对产品涉入较深、与大众交互较密切以及具备一定社会经济地位的人,因此他们在促进消费者购买方面有着其它说服性传播无可比拟的优势,这种力量往往比广告或人员推广的影响都要大。 基于Web2.0的各种应用的深入为意见领袖提供了发展平台,同时也为其提供了影响扩散的渠道。随着消费者越来越趋向于借助网络搜寻产品信息,意见领袖凭借其对产品的熟悉和专业性,以及其在网络中展示的个人魅力,成为了许多消费者的信息来源。 与此同时,传统电子商务网站已开始将社交网络功能加以融入,社会化商务网站开始逐渐涌现。社会化商务将商品与商品信息交流纳入同一系统,为消费者提供了产品及产品相关信息的双平台。在大量的产品信息面前,社会化商务网站能否进行有效的推荐是其运营成功的关键因素之一。而意见领袖作为口碑传播的重要渠道,能有效地解决推荐有效性的问题。因此,越来越多的社会化商务网站都开始为意见领袖设立专区,或着力培养、打造自己的意见领袖,以提供更为有效的推荐。 本研究以意见领袖影响力为研究内容,以社会化商务为研究背景,根据信息接受的三个重要构面：信息传播者、信息接受者以及信息构面,结合感知价值中的个体感知,从消费者的信任角度,提出了意见领袖影响力的概念模型,并运用结构方程模型的方法对理论模型进行了检验。 本研究首先对相关文献研究和理论研究进行了梳理,并以扎根分析方法辅助研究,抽象出研究内容的相关概念和范畴,构建了意见领袖影响力的理论模型,根据变量间关系提出研究假设并根据已有研究设计相关变量测量量表,在调查问卷初步形成后,组织小规模访谈并进行抽样前测,以效度及信度检验来筛选量表题目并形成最终问卷。随后选择合适的调研对象和调研方法,对获取的数据实证分析,包括对样本的描述性统计分析及对概念模型进行结构方程模型分析,对意见领袖的购买意愿影响因素以及作用机制进行了验证。通过对487份有效问卷的实证分析,得出本研究的主要结论如下： (1)本研究理论模型能够较好的解释意见领袖对消费者购买意愿的影响,对口碑信息来源对消费者的影响研究具有一定的适用性,特别是在消费者与意见领袖具有适配性的情况下,网络口碑效应的影响因素模型对与意见领袖兴趣爱好更为相似或接近的消费者来说具有更高的解释力。 (2)消费者在接受意见领袖推荐产生购买意愿时,意见领袖是否知名并不起决定作用。传播者来源与意见领袖推荐效果之间并没有显著的影响关系。推荐信息接收者更看重意见领袖是否专业,意见领袖是否具有较高的产品涉入,以及意见领袖的交互性如何,这些特征有助于判断推荐信息的可靠性,而可靠性对消费者的信任有显著的正向影响。同时,专业性和产品涉入对购买也有直接的正向影响。 (3)意见领袖推荐信息的特征对推荐效果的影响并不十分显著。推荐信息的视觉线索往往能够对消费者的信任产生直接的正向影响,但是推荐一致性和推荐的时效对消费者的信任影响不大。 (4)消费者对意见领袖推荐产品的感知价值往往对推荐效果产生显著影响。消费者感知的功能价值、情感价值越高,越能够影响消费者的信任,进而消费者的购买意愿也会更为强烈。 (5)信任是意见领袖特征、推荐信息特征以及消费者感知价值对购买意愿产生影响的关键中介变量,消费者通过产生信任进而对推荐信息中提及的产品、品牌产生购买意愿。意见领袖的专业性、产品涉入、交互性,推荐信息的视觉线索、消费者的功能价值以及情感价值都会显著影响接收者的信任,从而进一步影响消费者购买意愿。 (6)对于消费者来说,对产品往往具有不同喜好、兴趣和品位,同一个意见领袖对不同的消费者的影响效果经常是不同的。消费者往往更容易接受与自己具有相似、相近产品喜好、兴趣和品位的意见领袖的意见,进而产生购买意愿。而与意见领袖同质性较高的消费者,更加重视意见领袖的专业性和产品涉入。 本研究创新性的提出了意见领袖对购买决策影响的概念模型；对意见领袖特征层面和推荐信息特征层面的构成因素进行了补充；对意见领袖推荐效果机制进行实验性探讨。本研究是在社会化商务环境中对意见领袖的影响因素及作用机制的适用性研究,研究成果有利于充实口碑信息与消费者决策的关系及人际传播、网络环境与商务活动的关系的相关研究,并有助于对意见领袖及其作用的全面、系统地把握。中介效应的检验有助于意见领袖影响机制的系统性研究并丰富口碑理论成果。同时,本研究也有助于更好地开展社会化商务、平台的运营和营销,特别是能够帮助企业识别意见领袖口碑营销中的关键渠道及影响因素,一方面针对显著影响消费者购买意愿的变量,企业可以调整产品开发中的相关因素；另一方面则可以为通过意见领袖营造有利于自身的良好口碑提供理论依据。
[Abstract]:Word of mouth has long been considered as an important factor affecting consumer purchase decision. With the evolution of traditional word-of-mouth to internet word-of-mouth, the spread of word of mouth information in the network environment has become faster, more influential and more far-reaching. As an important source and channel of internet word-of-mouth, network opinion is the main source. Sleeves have played a more and more important impact on the establishment of word of mouth and consumer decision-making. In fact, as early as the 50s of the last century, American communication scientist Katz and La zzis field had begun to pay attention to opinion leaders. They have a deeper, closer interaction with the public and have a certain social and economic status, so they have unparalleled advantages in promoting consumer purchase in other persuasiveness, which is often more influential than advertising or promotion.
The depth of Web2.0 based applications provides a development platform for opinion leaders and also provides a channel to affect proliferation. As consumers increasingly tend to search for product information on the Internet, opinion leaders have become a lot of consumption by virtue of their familiarity and professionalism with their products and their personal charm in the network. The source of the person's information.
At the same time, the traditional e-commerce websites have begun to integrate the social network functions, and the social business websites are beginning to emerge gradually. The social commerce integrates commodity and commodity information into the same system and provides consumers with the dual platform of product and product related information. In front of a large number of product information, the social business website Effective recommendation is one of the key factors for its successful operation. As an important channel for the communication of word of mouth, the opinion leader can effectively solve the problem of recommendation effectiveness. Therefore, more and more social business websites have begun to set up a special area for the opinion leaders, or make efforts to cultivate their own opinion leaders, so as to provide more information. Effective recommendation.
This study takes the influence of opinion leaders as the research content, and takes the socialized business as the research background. According to the three important aspects of information acceptance: the information communicator, the information receiver and the information structure, and the individual perception in the perceived value, the concept model of the opinion leader's influence is put forward from the perspective of consumer's trust, and the application of the conclusion is put forward. The structural equation model is used to test the theoretical model.
This study first combed the related literature research and theoretical research, and based on the aid of the root analysis method, abstracted the related concepts and categories of the research content, constructed the theoretical model of the influence of the opinion leaders, put forward the research hypothesis according to the relationship between variables, and based on the research and design related variables measurement scale, and investigated and asked questions. After the initial formation of the volume, a small scale interview was organized and a sample pre test was conducted. The validity and reliability test was used to screen the scale questions and form a final questionnaire. Then the appropriate research objects and methods were selected to analyze the acquired data, including the descriptive statistics and analysis of the samples, and the structural equation model analysis of the conceptual model. Through the empirical analysis of 487 effective questionnaires, the main conclusions of this study are as follows:
(1) the theoretical model can better explain the influence of opinion leaders on the consumer's purchase intention, and have certain applicability to the study of the influence of word of mouth information on consumers, especially in the case of the suitability of the consumer and opinion leaders, the model of the influence factors of the Internet word of mouth effect and the interest and interest of the opinion leaders Consumers who are more similar or close have higher explanatory power.
(2) whether the consumer is well known for the opinion leader does not play a decisive role in accepting the willingness of the opinion leader to produce the purchase intention. There is no significant relationship between the source of the communicator and the effect of the recommendation of the opinion leader. The recipient of the recommendation information is more concerned with whether the opinion leader is professional, whether the opinion leader has a higher product involvement, and the opinion of the opinion leader. What is the interaction of leaders, these features help to determine the reliability of the recommendation information, and the reliability has a significant positive impact on the trust of the consumer.
(3) the effect of recommendation information on recommendation results is not very significant. The visual clues of recommended information often have a direct positive impact on consumer trust, but recommendation consistency and recommended timeliness have little impact on consumers' trust.
(4) the perceived value of the product recommended by the consumer to the opinion leader often has a significant impact on the recommendation effect. The higher the perceived functional value, the higher the emotional value is, the more it can affect the consumer's trust, and the consumer's purchase intention will be stronger.
(5) trust is the characteristic of the opinion leader, the characteristic of recommendation information and the key intermediary variable that the consumer perceived value affects the purchase intention. The consumer will produce the purchase intention by creating the trust and then to the products mentioned in the recommended information. The professional of the opinion leader, the product involvement, the interaction, the visual clues of the recommendation information, and the consumption. The functional value and emotional value of a person will significantly affect the recipient's trust, which will further affect consumers' purchase intention.
(6) for the consumer, the product often has different preferences, interests and tastes, and the same opinion leader has a different effect on different consumers. Consumers tend to be more likely to accept the opinion of the opinion leaders who have similar, similar preferences, interest and taste. Leaders with high homogeneity pay more attention to the professionalism and product involvement of opinion leaders.
This study innovatively proposed the conceptual model of the influence of opinion leaders on the purchase decision; supplemented the characteristics of the opinion leaders and the components of the feature level of the recommendation information; an experimental discussion on the mechanism of the recommendation effect of the opinion leaders. This study is the influencing factors and the work of the opinion leaders in the social business environment. The research results are helpful to enrich the relationship between word of mouth information and consumer decision-making and interpersonal communication, the relationship between the network environment and business activities, and help to make a comprehensive and systematic grasp of the opinion leaders and their roles. The examination of the mediating effect helps the systematic research of the influence mechanism of the opinion leaders. At the same time, this research also helps to better carry out the social business, the operation and marketing of the platform, especially to help enterprises identify the key channels and influencing factors in the word of mouth marketing of the opinion leaders. On the one hand, the enterprise can adjust the product development in view of the variables that have significant influence on the consumer's purchase intention. Related factors; on the other hand, it can provide a theoretical basis for creating good public praise by opinion leaders.
【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F274;F224
本文编号：2156381
[Abstract]:Word of mouth has long been considered as an important factor affecting consumer purchase decision. With the evolution of traditional word-of-mouth to internet word-of-mouth, the spread of word of mouth information in the network environment has become faster, more influential and more far-reaching. As an important source and channel of internet word-of-mouth, network opinion is the main source. Sleeves have played a more and more important impact on the establishment of word of mouth and consumer decision-making. In fact, as early as the 50s of the last century, American communication scientist Katz and La zzis field had begun to pay attention to opinion leaders. They have a deeper, closer interaction with the public and have a certain social and economic status, so they have unparalleled advantages in promoting consumer purchase in other persuasiveness, which is often more influential than advertising or promotion.
The depth of Web2.0 based applications provides a development platform for opinion leaders and also provides a channel to affect proliferation. As consumers increasingly tend to search for product information on the Internet, opinion leaders have become a lot of consumption by virtue of their familiarity and professionalism with their products and their personal charm in the network. The source of the person's information.
At the same time, the traditional e-commerce websites have begun to integrate the social network functions, and the social business websites are beginning to emerge gradually. The social commerce integrates commodity and commodity information into the same system and provides consumers with the dual platform of product and product related information. In front of a large number of product information, the social business website Effective recommendation is one of the key factors for its successful operation. As an important channel for the communication of word of mouth, the opinion leader can effectively solve the problem of recommendation effectiveness. Therefore, more and more social business websites have begun to set up a special area for the opinion leaders, or make efforts to cultivate their own opinion leaders, so as to provide more information. Effective recommendation.
This study takes the influence of opinion leaders as the research content, and takes the socialized business as the research background. According to the three important aspects of information acceptance: the information communicator, the information receiver and the information structure, and the individual perception in the perceived value, the concept model of the opinion leader's influence is put forward from the perspective of consumer's trust, and the application of the conclusion is put forward. The structural equation model is used to test the theoretical model.
This study first combed the related literature research and theoretical research, and based on the aid of the root analysis method, abstracted the related concepts and categories of the research content, constructed the theoretical model of the influence of the opinion leaders, put forward the research hypothesis according to the relationship between variables, and based on the research and design related variables measurement scale, and investigated and asked questions. After the initial formation of the volume, a small scale interview was organized and a sample pre test was conducted. The validity and reliability test was used to screen the scale questions and form a final questionnaire. Then the appropriate research objects and methods were selected to analyze the acquired data, including the descriptive statistics and analysis of the samples, and the structural equation model analysis of the conceptual model. Through the empirical analysis of 487 effective questionnaires, the main conclusions of this study are as follows:
(1) the theoretical model can better explain the influence of opinion leaders on the consumer's purchase intention, and have certain applicability to the study of the influence of word of mouth information on consumers, especially in the case of the suitability of the consumer and opinion leaders, the model of the influence factors of the Internet word of mouth effect and the interest and interest of the opinion leaders Consumers who are more similar or close have higher explanatory power.
(2) whether the consumer is well known for the opinion leader does not play a decisive role in accepting the willingness of the opinion leader to produce the purchase intention. There is no significant relationship between the source of the communicator and the effect of the recommendation of the opinion leader. The recipient of the recommendation information is more concerned with whether the opinion leader is professional, whether the opinion leader has a higher product involvement, and the opinion of the opinion leader. What is the interaction of leaders, these features help to determine the reliability of the recommendation information, and the reliability has a significant positive impact on the trust of the consumer.
(3) the effect of recommendation information on recommendation results is not very significant. The visual clues of recommended information often have a direct positive impact on consumer trust, but recommendation consistency and recommended timeliness have little impact on consumers' trust.
(4) the perceived value of the product recommended by the consumer to the opinion leader often has a significant impact on the recommendation effect. The higher the perceived functional value, the higher the emotional value is, the more it can affect the consumer's trust, and the consumer's purchase intention will be stronger.
(5) trust is the characteristic of the opinion leader, the characteristic of recommendation information and the key intermediary variable that the consumer perceived value affects the purchase intention. The consumer will produce the purchase intention by creating the trust and then to the products mentioned in the recommended information. The professional of the opinion leader, the product involvement, the interaction, the visual clues of the recommendation information, and the consumption. The functional value and emotional value of a person will significantly affect the recipient's trust, which will further affect consumers' purchase intention.
(6) for the consumer, the product often has different preferences, interests and tastes, and the same opinion leader has a different effect on different consumers. Consumers tend to be more likely to accept the opinion of the opinion leaders who have similar, similar preferences, interest and taste. Leaders with high homogeneity pay more attention to the professionalism and product involvement of opinion leaders.
This study innovatively proposed the conceptual model of the influence of opinion leaders on the purchase decision; supplemented the characteristics of the opinion leaders and the components of the feature level of the recommendation information; an experimental discussion on the mechanism of the recommendation effect of the opinion leaders. This study is the influencing factors and the work of the opinion leaders in the social business environment. The research results are helpful to enrich the relationship between word of mouth information and consumer decision-making and interpersonal communication, the relationship between the network environment and business activities, and help to make a comprehensive and systematic grasp of the opinion leaders and their roles. The examination of the mediating effect helps the systematic research of the influence mechanism of the opinion leaders. At the same time, this research also helps to better carry out the social business, the operation and marketing of the platform, especially to help enterprises identify the key channels and influencing factors in the word of mouth marketing of the opinion leaders. On the one hand, the enterprise can adjust the product development in view of the variables that have significant influence on the consumer's purchase intention. Related factors; on the other hand, it can provide a theoretical basis for creating good public praise by opinion leaders.
【学位授予单位】：南京大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F274;F224
【引证文献】
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9 姬玮;母婴产品企业的网络营销策略研究[D];山东师范大学;2014年
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