本文選題：網(wǎng)絡(luò)口碑 + 口碑失效　； 參考：《中國(guó)礦業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著社交類媒體的流行,如在線討論論壇、微博、微信以及在線評(píng)論網(wǎng)站等,越來(lái)越多的企業(yè)希望能夠借助這些平臺(tái)發(fā)揮口碑營(yíng)銷的價(jià)值和力量,從而吸引了不少的企業(yè)涉足網(wǎng)絡(luò)口碑營(yíng)銷。網(wǎng)絡(luò)口碑的營(yíng)銷價(jià)值越來(lái)越被企業(yè)接受和認(rèn)可。目前,很多企業(yè)采取的做法是通過(guò)物質(zhì)激勵(lì)或者其他的一些激勵(lì)措施吸引消費(fèi)者在社交類媒體平臺(tái)上分享產(chǎn)品或者服務(wù)的相關(guān)信息,以影響其他消費(fèi)者的購(gòu)買決策,但是此種營(yíng)銷結(jié)果往往并不理想,出現(xiàn)口碑失效的可能性比較大。然而,學(xué)者們對(duì)口碑效應(yīng)的研究多集中在口碑有效性方面,對(duì)于口碑失效方面的研究以及作用機(jī)制還鮮有理論支撐。論文從信息要素和社會(huì)關(guān)系網(wǎng)絡(luò)理論兩個(gè)視角出發(fā),界定了口碑信息特征的3個(gè)維度以及關(guān)系強(qiáng)度,其中口碑信息特征包含信息呈現(xiàn)形式、口碑信息類型、口碑信息長(zhǎng)度。接著,在心理抗拒理論的基礎(chǔ)上,提出了研究的框架和假設(shè),并結(jié)合了以往的研究成果,探討了口碑接收者的產(chǎn)品知識(shí)水平在口碑信息特征、關(guān)系強(qiáng)度和心理抗拒之間的調(diào)節(jié)作用。本研究采用情景模擬實(shí)驗(yàn)法,采用2(信息呈現(xiàn)形式:圖文vs.文本)×2(口碑信息類型:客觀事實(shí)型vs.主觀評(píng)價(jià)型)×2(口碑信息長(zhǎng)度:長(zhǎng)vs.短)×2(關(guān)系強(qiáng)度:強(qiáng)vs.弱)組間實(shí)驗(yàn)設(shè)計(jì),以問(wèn)卷的形式收集數(shù)據(jù)。通過(guò)SPSS統(tǒng)計(jì)軟件對(duì)收集的數(shù)據(jù)進(jìn)行了方差分析和回歸分析。論文研究發(fā)現(xiàn):(1)口碑信息類型、口碑信息長(zhǎng)度和關(guān)系強(qiáng)度對(duì)強(qiáng)迫性感受和操縱意圖推斷的影響存在顯著差異;(2)強(qiáng)迫性感受和操縱意圖推斷對(duì)正面網(wǎng)絡(luò)口碑失效有顯著影響;(3)強(qiáng)迫性感受和操縱意圖推斷在信息類型、信息長(zhǎng)度和關(guān)系強(qiáng)度對(duì)正面網(wǎng)絡(luò)口碑失效的影響過(guò)程中存在中介作用;(4)分別考慮產(chǎn)品知識(shí)與口碑信息類型、口碑信息長(zhǎng)度和關(guān)系強(qiáng)度之間的交互項(xiàng),通過(guò)回歸分析發(fā)現(xiàn)產(chǎn)品知識(shí)水平對(duì)強(qiáng)迫性感受和操縱意圖推斷影響均不顯著,與部分變量存在交互作用。針對(duì)上述研究,論文提出了相應(yīng)的管理建議,即企業(yè)在采取物質(zhì)激勵(lì)或者其他形式的激勵(lì)措施引導(dǎo)消費(fèi)者在新媒體朋友圈分享產(chǎn)品相關(guān)信息時(shí),可以給予適當(dāng)?shù)目诒畔⒊尸F(xiàn)方式的指導(dǎo)。在消費(fèi)者所傳播的產(chǎn)品相關(guān)信息中,字?jǐn)?shù)不能夠太少,盡量以客觀事實(shí)型為主,減少消費(fèi)者主觀情感方面的用詞,而且傳遞者可以將口碑信息有針對(duì)性的分享給關(guān)系密切的人,從而達(dá)到降低口碑接收者心理抵觸情緒的目的,以實(shí)現(xiàn)口碑的良好推薦。
[Abstract]:With the popularity of social media, such as online discussion forums, Weibo, WeChat and online review sites, more and more companies are hoping to use these platforms to leverage the value and power of word-of-mouth marketing. Thus attracted a lot of enterprises involved in network word-of-mouth marketing. The marketing value of network word-of-mouth is more and more accepted and recognized by enterprises. At present, many enterprises take the approach of encouraging consumers to share information about products or services on social media platforms through material incentives or other incentives, in order to influence other consumers' purchase decisions. But this kind of marketing result often is not ideal, the possibility that appears word-of-mouth invalidation is bigger. However, scholars mostly focus on the effectiveness of word-of-mouth effect, and there is little theoretical support for the study of word-of-mouth failure and its mechanism. From the perspectives of information elements and social network theory, this paper defines the three dimensions and the relationship strength of word-of-mouth information features, which include the form of information presentation, the type of word-of-mouth information, and the length of word-of-mouth information. Then, based on the theory of psychological resistance, this paper puts forward the framework and hypothesis of the research, and combines the previous research results, discusses the product knowledge level of the word of mouth receiver in the word of mouth information characteristics. The regulatory effect between relationship strength and psychological resistance. In this study, the method of scenario simulation experiment was used, and 2 (information presentation form: picture and text vs. Text) (word of mouth information type: objective fact type vs. Subjective evaluation type) 脳 2 (word of mouth information length: long vs. Short) 脳 2 (relationship strength: strong vs. The data were collected in the form of questionnaires. ANOVA and regression analysis were carried out on the collected data by SPSS statistical software. The study found that the type of word-of-mouth information, There are significant differences in the influence of word of mouth information length and relationship intensity on compulsive feeling and manipulation intention inference. (2) compulsive feeling and manipulation intention inference have significant influence on positive network word-of-mouth failure. Figure extrapolation in the information type, The influence of information length and relationship strength on the failure of positive network word-of-mouth exists in the process of the intermediary effect. (4) considering the interaction between product knowledge and word of mouth information type, the length of word-of-mouth information and the relationship strength, respectively. Through regression analysis, it was found that the level of product knowledge had no significant effect on compulsive perception and manipulation intention inference, and had interaction with some variables. In view of the above research, the paper puts forward the corresponding management suggestions, that is, when enterprises take material incentives or other forms of incentives to guide consumers to share product related information in the new media circle of friends, Can give appropriate word-of-mouth information presentation guidance. In the product related information disseminated by consumers, the number of words should not be too small. As far as possible, we should focus on objective facts to reduce the words used by consumers in terms of subjective feelings, and the communicators can share word-of-mouth information with people close to each other in a targeted manner. In order to achieve the goal of reducing the psychological resistance of the word-of-mouth receiver, in order to achieve a good recommendation of word-of-mouth.
【學(xué)位授予單位】：中國(guó)礦業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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相關(guān)期刊論文 前4條

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本文編號(hào)：1933691