發(fā)布時間：2018-03-17 09:31

  本文選題：網(wǎng)絡(luò)購物　切入點：網(wǎng)絡(luò)口碑　出處：《內(nèi)蒙古大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)迅速的普及和發(fā)展催生了新型的購物模式---網(wǎng)絡(luò)購物。由于網(wǎng)絡(luò)購物與傳統(tǒng)實體店購物體驗、服務(wù)等的差異,消費者在網(wǎng)購之前總會感受到不同程度的風(fēng)險性和不確定性,那么探究影響消費者網(wǎng)購決策的因素,通過這些因素分析采取相應(yīng)的措施來降低其感知風(fēng)險并提高其感知價值,從而增強其購買_意愿就是至關(guān)重要的�！�2015年中國網(wǎng)絡(luò)購物市場研究報告》顯示,網(wǎng)購用戶決策時最為關(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)意見領(lǐng)袖作為口碑信息的重要生成者和傳播者,口碑營銷的重要參與者,他們的推薦信息會在很大程度上影響消費者的購買意愿。研究顯示,很多的網(wǎng)絡(luò)消費者在下訂單之前都會參照在線口碑所提供的信息,來決定自己的購買決策。因此網(wǎng)絡(luò)意見領(lǐng)袖推薦、傳播的相關(guān)產(chǎn)品或服務(wù)信息會影響其追隨者和其他消費者的購物態(tài)度和意愿。本研究通過引入感知價值這一中介變量,構(gòu)建出"網(wǎng)絡(luò)意見領(lǐng)袖---感知價值---消費者購買意愿"的理論模型。以199名有過網(wǎng)購經(jīng)歷并受到網(wǎng)絡(luò)意見領(lǐng)袖影響的在校大學(xué)生為研究樣本,運用SPSS19.0統(tǒng)計軟件工具,并采用描述性統(tǒng)計分析、信度和效度分析、相關(guān)性分析以及多元線性回歸分析等數(shù)理分析方法,對"網(wǎng)絡(luò)意見領(lǐng)袖影響力對消費者購買意愿的影響"進行了實證研究,得出以下結(jié)論:(1)網(wǎng)絡(luò)意見領(lǐng)袖影響力對感知價值具有正向顯著影響。具體而言,網(wǎng)絡(luò)意見領(lǐng)袖的知名度特征、與消費者的互動性特征均顯著正向影響感知價值。(2)感知價值對購買意愿具有正向顯著影響。具體而言,消費者對相關(guān)產(chǎn)品或服務(wù)感知的情感價值和社會價值均顯著正向影響其購買意愿,但是功能價值對購買意愿的影響卻沒有通過實證檢驗。(3)感知價值在網(wǎng)絡(luò)意見領(lǐng)袖影響力正向影響購買意愿的過程中起了中介作用。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

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