负面网络口碑对高校学生品牌态度的影响研究
发布时间：2019-02-13 02:58
【摘要】： 口碑被现代营销人士视为当今世界最廉价的信息传播工具和高可信度的宣传媒介,有关传播对消费者态度和行为影响的研究发现,口碑传播的影响力比媒介广告的影响力高七倍,比人员推销的影响力高四倍。消费者转换品牌更多是受到口碑传播的影响,在促使消费者态度由否定、中立到肯定的转变过程中,口碑传播所起的作用则是广告的九倍。本研究将负面口碑与品牌态度结合起来,探索研究负面网络口碑对高校学生品牌态度的影响作用。 本研究共分五部分:第一部分介绍了本研究的研究背景、研究的目的和意义和研究内容和分析框架,以及研究方法与主要创新点。第二部分是对国内外相关文献的回顾与梳理,并据此对文献做了相关述评。第三部分是负面网络口碑对高校学生品牌态度影响的模型构建,包括理论模型研究框架与研究假设,调研设计,分析方法设计。第四部分是数据与分析,分别进行了描述性统计分析,数据可靠性分析、概念模型分析与假设检验。第五部分是讨论、结论与建议。包括了概念模型中各变量的关系分析和解释,主要研究结论的归纳和建设性建议,最后提出了研究的局限性和后续的研究方向。 本研究的重点是:探讨在不同调节变量影响下,负面网络口碑对消费者品牌态度改变的影响。在文献回顾与整理的基础上,本文采用实证研究的方法对负面网络口碑对品牌态度影响作用进行了探索分析,并对所构建的理论模型进行了假设检验和修正。得出的结论是:负面网络口碑对高校学生品牌态度的变化具有显著影响。消费者专业能力、涉入程度和信任作为中介变量对由负面口碑引起的品牌态度的变化起调节作用。 本研究的创新点主要有:在研究视角上,本文将口碑传播与网络营销结合起来,通过定性和定量分析来衡量大学生的消费行为受到负面网络口碑影响的大小。将心理学和传播学理论引入营销研究中,选取了信任、涉入程度、消费者专业能力作中介调节变量,测量在品牌态度变化中它们所起的局部性作用;在研究方法上,分别从三个维度设计了“触网程度”这个外围变量,用单因素方差分析验证这三个维度对各变量及品牌态度变化的影响。
[Abstract]:Word of mouth is regarded by modern marketers as the world's cheapest tool for information dissemination and a highly credible medium of communication, according to research on the impact of communication on consumer attitudes and behaviour. Word of mouth is seven times more powerful than media advertising and four times more powerful than people selling. In the process of changing consumer's attitude from negation, neutrality to affirmation, the effect of word of mouth communication is nine times that of advertising. This study combines negative word of mouth with brand attitude to explore the influence of negative network word of mouth on brand attitude of college students. This research is divided into five parts: the first part introduces the research background, the purpose and significance of the study, research content and analysis framework, as well as the research methods and main innovation points. The second part reviews and reviews the relevant literature at home and abroad. The third part is the model construction of the influence of negative network word-of-mouth on college students' brand attitude, including theoretical model research framework and research hypothesis, research design, analysis method design. The fourth part is data and analysis, respectively, descriptive statistical analysis, data reliability analysis, conceptual model analysis and hypothesis testing. The fifth part is the discussion, the conclusion and the suggestion. It includes the analysis and explanation of the variables in the conceptual model, the induction and constructive suggestions of the main research conclusions, and finally, the limitations of the research and the future research directions are proposed. The focus of this study is to explore the influence of negative internet word-of-mouth on the change of consumer brand attitude under the influence of different adjustment variables. On the basis of literature review and review, this paper uses the method of empirical research to explore and analyze the influence of negative internet word-of-mouth on brand attitude, and makes hypothesis test and revision to the theoretical model. The conclusion is that negative internet word-of-mouth has significant influence on the change of college students' brand attitude. Consumer professional ability, involvement and trust act as intermediary variables to regulate the change of brand attitude caused by negative word of mouth. The innovations of this study are as follows: from the perspective of research, this paper combines word-of-mouth communication with online marketing, and measures the influence of negative online word-of-mouth on college students' consumption behavior through qualitative and quantitative analysis. This paper introduces psychology and communication theory into marketing research, chooses trust, involvement degree and consumers' professional ability as mediating variables, and measures their local role in the change of brand attitude. In terms of research methods, this paper designs the peripheral variable of "contact degree" from three dimensions, and verifies the influence of these three dimensions on the change of each variable and brand attitude with single factor analysis of variance (ANOVA).
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224;F49;F273.2
本文编号：2421101
[Abstract]:Word of mouth is regarded by modern marketers as the world's cheapest tool for information dissemination and a highly credible medium of communication, according to research on the impact of communication on consumer attitudes and behaviour. Word of mouth is seven times more powerful than media advertising and four times more powerful than people selling. In the process of changing consumer's attitude from negation, neutrality to affirmation, the effect of word of mouth communication is nine times that of advertising. This study combines negative word of mouth with brand attitude to explore the influence of negative network word of mouth on brand attitude of college students. This research is divided into five parts: the first part introduces the research background, the purpose and significance of the study, research content and analysis framework, as well as the research methods and main innovation points. The second part reviews and reviews the relevant literature at home and abroad. The third part is the model construction of the influence of negative network word-of-mouth on college students' brand attitude, including theoretical model research framework and research hypothesis, research design, analysis method design. The fourth part is data and analysis, respectively, descriptive statistical analysis, data reliability analysis, conceptual model analysis and hypothesis testing. The fifth part is the discussion, the conclusion and the suggestion. It includes the analysis and explanation of the variables in the conceptual model, the induction and constructive suggestions of the main research conclusions, and finally, the limitations of the research and the future research directions are proposed. The focus of this study is to explore the influence of negative internet word-of-mouth on the change of consumer brand attitude under the influence of different adjustment variables. On the basis of literature review and review, this paper uses the method of empirical research to explore and analyze the influence of negative internet word-of-mouth on brand attitude, and makes hypothesis test and revision to the theoretical model. The conclusion is that negative internet word-of-mouth has significant influence on the change of college students' brand attitude. Consumer professional ability, involvement and trust act as intermediary variables to regulate the change of brand attitude caused by negative word of mouth. The innovations of this study are as follows: from the perspective of research, this paper combines word-of-mouth communication with online marketing, and measures the influence of negative online word-of-mouth on college students' consumption behavior through qualitative and quantitative analysis. This paper introduces psychology and communication theory into marketing research, chooses trust, involvement degree and consumers' professional ability as mediating variables, and measures their local role in the change of brand attitude. In terms of research methods, this paper designs the peripheral variable of "contact degree" from three dimensions, and verifies the influence of these three dimensions on the change of each variable and brand attitude with single factor analysis of variance (ANOVA).
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F224;F49;F273.2
【引证文献】
相关期刊论文 前2条
1 刘帅;刘兴梅;邓俊超;;浅析负面网络口碑对消费者品牌评价的影响及相关建议[J];东方企业文化;2011年12期
2 周文辉;;网络口碑影响消费者品牌态度的机理与对策研究[J];江苏商论;2011年12期
，本文编号：2421101
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