本文選題：在線評論 + 口碑效應(yīng)��； 參考：《江西農(nóng)業(yè)大學(xué)》2014年碩士論文

【摘要】：網(wǎng)絡(luò)技術(shù)的發(fā)展與普及，使得口碑這種傳統(tǒng)的人際溝通有了新的表現(xiàn)形式—網(wǎng)絡(luò)口碑，與傳統(tǒng)口碑形式相比，網(wǎng)絡(luò)口碑是有形的，獲得了互聯(lián)網(wǎng)媒介所帶來的傳播速度快、不受時(shí)間地域限制、影響范圍廣等一系列優(yōu)勢。越來越多的消費(fèi)者尤其是網(wǎng)購用戶將網(wǎng)絡(luò)口碑作為他們的決策參考。 鑒于網(wǎng)絡(luò)口碑對消費(fèi)者行為的強(qiáng)大影響，商家和學(xué)者對其給予越來越多的關(guān)注。但目前有關(guān)口碑的實(shí)證研究還存在不足，已有文獻(xiàn)大多是直接借鑒傳統(tǒng)口碑傳播的研究對網(wǎng)絡(luò)口碑進(jìn)行考察，較少考慮網(wǎng)站媒介因素以及網(wǎng)絡(luò)情境下口碑發(fā)布和接收雙方的信任對口碑效應(yīng)的影響。 本文在已有研究的基礎(chǔ)上將網(wǎng)站媒介因素和信任納入研究模型，，基于問卷調(diào)查數(shù)據(jù)，運(yùn)用結(jié)構(gòu)方程模型分析了網(wǎng)絡(luò)口碑的主要形式—在線評論口碑效應(yīng)的主要影響因素。研究結(jié)果表明，評論者專業(yè)性、網(wǎng)站可信度、與網(wǎng)站的關(guān)系程度、評論接收者網(wǎng)絡(luò)涉入程度直接影響在線評論口碑效應(yīng)；在線聯(lián)結(jié)強(qiáng)度和接收者專業(yè)性對在線評論口碑效應(yīng)的直接影響不顯著，但可以通過情感信任和認(rèn)知信任對在線評論口碑效應(yīng)產(chǎn)生影響；認(rèn)知信任和情感信任正向影響在線評論口碑效應(yīng)；認(rèn)知信任和情感信任在評論者專業(yè)性、網(wǎng)站可信度、與網(wǎng)站的關(guān)系程度對在線評論口碑效應(yīng)的影響過程中存在顯著的完全中介效應(yīng)，在網(wǎng)絡(luò)涉入程度對在線評論口碑效應(yīng)的影響過程中存在顯著的中介效應(yīng)。
[Abstract]:With the development and popularization of network technology, word of mouth (WOM), the traditional form of interpersonal communication, has a new manifestation. Compared with the traditional word-of-mouth, it is tangible and gets the speed of communication brought by Internet media.Free from time and geographical constraints, a wide range of advantages.More and more consumers, especially online shoppers, take the word of mouth as their decision-making reference.In view of the strong influence of internet word-of-mouth on consumer behavior, merchants and scholars pay more and more attention to it.However, there are still some shortcomings in the empirical research on word-of-mouth. Most of the literature has been used for reference directly from the research of traditional word-of-mouth communication to investigate the online word-of-mouth.Less consideration is given to the influence of the media factors of the website and the trust between the public and the receiver on the word-of-mouth effect in the network context.On the basis of existing research, this paper brings website media factors and trust into the research model. Based on the questionnaire data, this paper analyzes the main form of online word-of-mouth by using structural equation model-the main influencing factors of online comment word-of-mouth effect.The results show that the professionalism of the reviewers, the credibility of the website, the degree of relationship with the website, and the degree of involvement of the comment recipient network directly affect the online comment word-of-mouth effect;The influence of online connection intensity and receiver professionalism on online comment word-of-mouth effect is not significant, but it can be influenced by emotional trust and cognitive trust.Cognitive trust and emotional trust have positive effects on online comment reputation, cognitive trust and emotional trust have great influence on reviewers' professionalism, website credibility, cognitive trust and emotional trust.There is a significant complete intermediary effect in the process of the influence of the relationship degree with the website on the online comment word-of-mouth effect, and in the process of the influence of the network involvement degree on the online comment word-of-mouth effect, there is a significant intermediary effect.
【學(xué)位授予單位】：江西農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F224

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