本文選題：網(wǎng)絡(luò)購(gòu)物　切入點(diǎn)：網(wǎng)絡(luò)口碑　出處：《內(nèi)蒙古大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)迅速的普及和發(fā)展催生了新型的購(gòu)物模式---網(wǎng)絡(luò)購(gòu)物。由于網(wǎng)絡(luò)購(gòu)物與傳統(tǒng)實(shí)體店購(gòu)物體驗(yàn)、服務(wù)等的差異,消費(fèi)者在網(wǎng)購(gòu)之前總會(huì)感受到不同程度的風(fēng)險(xiǎn)性和不確定性,那么探究影響消費(fèi)者網(wǎng)購(gòu)決策的因素,通過(guò)這些因素分析采取相應(yīng)的措施來(lái)降低其感知風(fēng)險(xiǎn)并提高其感知價(jià)值,從而增強(qiáng)其購(gòu)買(mǎi)_意愿就是至關(guān)重要的�！�2015年中國(guó)網(wǎng)絡(luò)購(gòu)物市場(chǎng)研究報(bào)告》顯示,網(wǎng)購(gòu)用戶(hù)決策時(shí)最為關(guān)注的因素中第一位就是網(wǎng)絡(luò)口碑,關(guān)注度為77.5%。網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖作為口碑信息的重要生成者和傳播者,口碑營(yíng)銷(xiāo)的重要參與者,他們的推薦信息會(huì)在很大程度上影響消費(fèi)者的購(gòu)買(mǎi)意愿。研究顯示,很多的網(wǎng)絡(luò)消費(fèi)者在下訂單之前都會(huì)參照在線(xiàn)口碑所提供的信息,來(lái)決定自己的購(gòu)買(mǎi)決策。因此網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖推薦、傳播的相關(guān)產(chǎn)品或服務(wù)信息會(huì)影響其追隨者和其他消費(fèi)者的購(gòu)物態(tài)度和意愿。本研究通過(guò)引入感知價(jià)值這一中介變量,構(gòu)建出"網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖---感知價(jià)值---消費(fèi)者購(gòu)買(mǎi)意愿"的理論模型。以199名有過(guò)網(wǎng)購(gòu)經(jīng)歷并受到網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖影響的在校大學(xué)生為研究樣本,運(yùn)用SPSS19.0統(tǒng)計(jì)軟件工具,并采用描述性統(tǒng)計(jì)分析、信度和效度分析、相關(guān)性分析以及多元線(xiàn)性回歸分析等數(shù)理分析方法,對(duì)"網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖影響力對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的影響"進(jìn)行了實(shí)證研究,得出以下結(jié)論:(1)網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖影響力對(duì)感知價(jià)值具有正向顯著影響。具體而言,網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖的知名度特征、與消費(fèi)者的互動(dòng)性特征均顯著正向影響感知價(jià)值。(2)感知價(jià)值對(duì)購(gòu)買(mǎi)意愿具有正向顯著影響。具體而言,消費(fèi)者對(duì)相關(guān)產(chǎn)品或服務(wù)感知的情感價(jià)值和社會(huì)價(jià)值均顯著正向影響其購(gòu)買(mǎi)意愿,但是功能價(jià)值對(duì)購(gòu)買(mǎi)意愿的影響卻沒(méi)有通過(guò)實(shí)證檢驗(yàn)。(3)感知價(jià)值在網(wǎng)絡(luò)意見(jiàn)領(lǐng)袖影響力正向影響購(gòu)買(mǎi)意愿的過(guò)程中起了中介作用。
[Abstract]:The rapid development and popularization of the Internet has spawned a new mode of shopping - online shopping. Because online shopping and traditional shopping experience, difference service, consumers feel different degrees of risk and uncertainty in online shopping before there, then explore the impact of consumer online shopping decision-making factors, through the analysis of these factors to take corresponding the measures to reduce the perceived risk and improve the perceived value, thereby enhancing its willingness to buy _ is one of the most important.<2015 Shopping Market Research Report China Network > display, online shopping user decision factor is the most attention in the first is the network reputation, the degree of concern for 77.5%. network opinion leaders as an important information and generate word-of-mouth communicator, an important participant of word-of-mouth marketing, recommend them will largely influence consumer purchase intention. Research shows that it is Network consumer will refer to online word-of-mouth provided in order before all the information, to determine their purchase decisions. So the network opinion leaders recommend, dissemination of relevant product or service information will affect its followers and other consumer shopping attitudes and intention. The research by introducing the perceived value of the variables, construct a theoretical model of network opinion leaders - - perceived value of consumer purchase intention ". The 199 men had online shopping experience and college students by the network opinion leaders influence as the research sample, using SPSS19.0 statistical software, using descriptive statistical analysis, reliability and validity analysis, correlation analysis and multivariate linear regression analysis mathematical, to" influence "opinion leaders influence on consumer purchase intention for the empirical research, draw the following conclusions: (1) network opinion The influence of the leaders have a positive impact on perceived value. Specifically, well-known characteristics of the network of opinion leaders, and interactive features of consumers had significantly positive effect on perceived value. (2) the perceived value has significant positive effect on purchase intention. Specifically, the consumer of the product or service to the perception of emotional value and social value. Have a positive significant impact on the purchase intention, but the function of value influence on purchase intention but not through empirical test. (3) the mediating effect of perceived value and purchase intention in the network the influence of opinion leaders positive influence.

【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.55

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