本文選題：口碑再傳播 + 認知信任��； 參考：《浙江大學》2015年碩士論文

【摘要】：伴隨著近年來互聯(lián)網(wǎng)以及電子商務的高速發(fā)展,產(chǎn)品類虛擬社區(qū)成為許多創(chuàng)業(yè)企業(yè)進行產(chǎn)品營銷的重要平臺,數(shù)以百萬計的消費者在這些平臺上對產(chǎn)品口碑信息進行廣泛的討論,并且將其認為值得信任的信息進行進一步的傳播。然而虛擬社區(qū)中口碑再傳播意愿的影響因素在學術界卻很少被研究,本文旨在研究基于信任中介的虛擬社區(qū)內口碑再傳播意愿影響因素。 本文基于以往的文獻研究,建立起以信任為中介的虛擬社區(qū)口碑再傳播意愿影響模型。主要分為三個部分：信任的前因,主要是感知專業(yè)性與在線聯(lián)結強度；信任,進一步劃分為認知信任與情感信任；口碑再傳播意愿。同時,虛擬社區(qū)感將會對口碑再傳播意愿起調節(jié)作用。 通過實證研究,本文得出了以下重要結論： 一、在虛擬社區(qū)環(huán)境下,認知信任主要受到感知專業(yè)性的影響；而情感信任則同時受到感知專業(yè)性以及在線聯(lián)結強度的影響。 二、認知信任僅在從感知專業(yè)性到口碑再傳播意愿的影響路徑上起中介作用；情感信任在從感知專業(yè)性到口碑再傳播意愿,以及在線聯(lián)結強度到口碑再傳播意愿的影響路徑上都有中介作用。 三、虛擬社區(qū)感對認知信任與情感信任對口碑再傳播意愿的影響都是正向的調節(jié)作用。 結合以上研究結果,本文對創(chuàng)業(yè)企業(yè)在產(chǎn)品類虛擬社區(qū)平臺上進行口碑營銷戰(zhàn)略的策劃與實施提出了營銷建議,同時也對研究中存在的不足以及未來相關研究的方向進行了探討。
[Abstract]:With the rapid development of the Internet and e-commerce in recent years, the virtual community of products has become an important platform for many entrepreneurial enterprises to carry out product marketing. Millions of consumers discuss word-of-mouth information widely on these platforms and further disseminate information that they believe to be trustworthy. However, the influencing factors of retransmission intention of word of mouth in virtual community are seldom studied in academic circles. The purpose of this paper is to study the influencing factors of retransmission intention of word of mouth in virtual community based on trust intermediary. Based on the previous literature research, this paper establishes a model of the influence of retransmission intention of word of mouth in virtual community mediated by trust. It is mainly divided into three parts: the antecedents of trust, mainly perceived professionalism and online connection strength; trust, further divided into cognitive trust and emotional trust; word of mouth re-dissemination will. At the same time, the sense of virtual community will play a regulatory role in the retransmission of word of mouth. Through empirical research, this paper draws the following important conclusions: First, in the virtual community environment, cognitive trust is mainly influenced by perceived professionalism, while emotional trust is affected by both perceived professionalism and online connection strength. Second, cognitive trust only plays an intermediary role in the influence path from perceived professionalism to word of mouth retransmission willingness, and emotional trust plays an intermediary role in the process from perceived professionalism to word of mouth retransmission willingness. And the influence of online connection intensity to word of mouth retransmission will have intermediary role. Thirdly, the effect of virtual community sense on cognitive trust and emotional trust on retransmission intention of word of mouth is positive. Combined with the above research results, this paper puts forward some marketing suggestions for venture enterprises to plan and implement word-of-mouth marketing strategy on the platform of virtual community of products. At the same time, the shortcomings of the research and the direction of future research are also discussed.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206

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