【摘要】：長期以來,口碑一直被認為是影響消費者購買決策至關(guān)重要的因素。隨著傳統(tǒng)口碑向網(wǎng)絡(luò)口碑的演進,口碑信息在網(wǎng)絡(luò)環(huán)境下的傳播速度變的更快、影響范圍更大、影響力度也更為深遠。作為網(wǎng)絡(luò)口碑的重要來源和傳播渠道,網(wǎng)絡(luò)意見領(lǐng)袖對于口碑的樹立與消費者決策產(chǎn)生了越來越為重要的影響。實際上,早在上個世紀五十年代,美國的傳播學家卡茨與拉扎斯菲爾德就已經(jīng)開始對意見領(lǐng)袖進行了關(guān)注。而后的研究發(fā)現(xiàn),由于意見領(lǐng)袖往往是具備較強專業(yè)知識、對產(chǎn)品涉入較深、與大眾交互較密切以及具備一定社會經(jīng)濟地位的人,因此他們在促進消費者購買方面有著其它說服性傳播無可比擬的優(yōu)勢,這種力量往往比廣告或人員推廣的影響都要大。 基于Web2.0的各種應用的深入為意見領(lǐng)袖提供了發(fā)展平臺,同時也為其提供了影響擴散的渠道。隨著消費者越來越趨向于借助網(wǎng)絡(luò)搜尋產(chǎn)品信息,意見領(lǐng)袖憑借其對產(chǎn)品的熟悉和專業(yè)性,以及其在網(wǎng)絡(luò)中展示的個人魅力,成為了許多消費者的信息來源。 與此同時,傳統(tǒng)電子商務網(wǎng)站已開始將社交網(wǎng)絡(luò)功能加以融入,社會化商務網(wǎng)站開始逐漸涌現(xiàn)。社會化商務將商品與商品信息交流納入同一系統(tǒng),為消費者提供了產(chǎn)品及產(chǎn)品相關(guān)信息的雙平臺。在大量的產(chǎn)品信息面前,社會化商務網(wǎng)站能否進行有效的推薦是其運營成功的關(guān)鍵因素之一。而意見領(lǐng)袖作為口碑傳播的重要渠道,能有效地解決推薦有效性的問題。因此,越來越多的社會化商務網(wǎng)站都開始為意見領(lǐng)袖設(shè)立專區(qū),或著力培養(yǎng)、打造自己的意見領(lǐng)袖,以提供更為有效的推薦。 本研究以意見領(lǐng)袖影響力為研究內(nèi)容,以社會化商務為研究背景,根據(jù)信息接受的三個重要構(gòu)面：信息傳播者、信息接受者以及信息構(gòu)面,結(jié)合感知價值中的個體感知,從消費者的信任角度,提出了意見領(lǐng)袖影響力的概念模型,并運用結(jié)構(gòu)方程模型的方法對理論模型進行了檢驗。 本研究首先對相關(guān)文獻研究和理論研究進行了梳理,并以扎根分析方法輔助研究,抽象出研究內(nèi)容的相關(guān)概念和范疇,構(gòu)建了意見領(lǐng)袖影響力的理論模型,根據(jù)變量間關(guān)系提出研究假設(shè)并根據(jù)已有研究設(shè)計相關(guān)變量測量量表,在調(diào)查問卷初步形成后,組織小規(guī)模訪談并進行抽樣前測,以效度及信度檢驗來篩選量表題目并形成最終問卷。隨后選擇合適的調(diào)研對象和調(diào)研方法,對獲取的數(shù)據(jù)實證分析,包括對樣本的描述性統(tǒng)計分析及對概念模型進行結(jié)構(gòu)方程模型分析,對意見領(lǐng)袖的購買意愿影響因素以及作用機制進行了驗證。通過對487份有效問卷的實證分析,得出本研究的主要結(jié)論如下： (1)本研究理論模型能夠較好的解釋意見領(lǐng)袖對消費者購買意愿的影響,對口碑信息來源對消費者的影響研究具有一定的適用性,特別是在消費者與意見領(lǐng)袖具有適配性的情況下,網(wǎng)絡(luò)口碑效應的影響因素模型對與意見領(lǐng)袖興趣愛好更為相似或接近的消費者來說具有更高的解釋力。 (2)消費者在接受意見領(lǐng)袖推薦產(chǎn)生購買意愿時,意見領(lǐng)袖是否知名并不起決定作用。傳播者來源與意見領(lǐng)袖推薦效果之間并沒有顯著的影響關(guān)系。推薦信息接收者更看重意見領(lǐng)袖是否專業(yè),意見領(lǐng)袖是否具有較高的產(chǎn)品涉入,以及意見領(lǐng)袖的交互性如何,這些特征有助于判斷推薦信息的可靠性,而可靠性對消費者的信任有顯著的正向影響。同時,專業(yè)性和產(chǎn)品涉入對購買也有直接的正向影響。 (3)意見領(lǐng)袖推薦信息的特征對推薦效果的影響并不十分顯著。推薦信息的視覺線索往往能夠?qū)οM者的信任產(chǎn)生直接的正向影響,但是推薦一致性和推薦的時效對消費者的信任影響不大。 (4)消費者對意見領(lǐng)袖推薦產(chǎn)品的感知價值往往對推薦效果產(chǎn)生顯著影響。消費者感知的功能價值、情感價值越高,越能夠影響消費者的信任,進而消費者的購買意愿也會更為強烈。 (5)信任是意見領(lǐng)袖特征、推薦信息特征以及消費者感知價值對購買意愿產(chǎn)生影響的關(guān)鍵中介變量,消費者通過產(chǎn)生信任進而對推薦信息中提及的產(chǎn)品、品牌產(chǎn)生購買意愿。意見領(lǐng)袖的專業(yè)性、產(chǎn)品涉入、交互性,推薦信息的視覺線索、消費者的功能價值以及情感價值都會顯著影響接收者的信任,從而進一步影響消費者購買意愿。 (6)對于消費者來說,對產(chǎn)品往往具有不同喜好、興趣和品位,同一個意見領(lǐng)袖對不同的消費者的影響效果經(jīng)常是不同的。消費者往往更容易接受與自己具有相似、相近產(chǎn)品喜好、興趣和品位的意見領(lǐng)袖的意見,進而產(chǎn)生購買意愿。而與意見領(lǐng)袖同質(zhì)性較高的消費者,更加重視意見領(lǐng)袖的專業(yè)性和產(chǎn)品涉入。 本研究創(chuàng)新性的提出了意見領(lǐng)袖對購買決策影響的概念模型；對意見領(lǐng)袖特征層面和推薦信息特征層面的構(gòu)成因素進行了補充；對意見領(lǐng)袖推薦效果機制進行實驗性探討。本研究是在社會化商務環(huán)境中對意見領(lǐng)袖的影響因素及作用機制的適用性研究,研究成果有利于充實口碑信息與消費者決策的關(guān)系及人際傳播、網(wǎng)絡(luò)環(huán)境與商務活動的關(guān)系的相關(guān)研究,并有助于對意見領(lǐng)袖及其作用的全面、系統(tǒng)地把握。中介效應的檢驗有助于意見領(lǐng)袖影響機制的系統(tǒng)性研究并豐富口碑理論成果。同時,本研究也有助于更好地開展社會化商務、平臺的運營和營銷,特別是能夠幫助企業(yè)識別意見領(lǐng)袖口碑營銷中的關(guān)鍵渠道及影響因素,一方面針對顯著影響消費者購買意愿的變量,企業(yè)可以調(diào)整產(chǎn)品開發(fā)中的相關(guān)因素；另一方面則可以為通過意見領(lǐng)袖營造有利于自身的良好口碑提供理論依據(jù)。
[Abstract]:Word of mouth has long been considered as an important factor affecting consumer purchase decision. With the evolution of traditional word-of-mouth to internet word-of-mouth, the spread of word of mouth information in the network environment has become faster, more influential and more far-reaching. As an important source and channel of internet word-of-mouth, network opinion is the main source. Sleeves have played a more and more important impact on the establishment of word of mouth and consumer decision-making. In fact, as early as the 50s of the last century, American communication scientist Katz and La zzis field had begun to pay attention to opinion leaders. They have a deeper, closer interaction with the public and have a certain social and economic status, so they have unparalleled advantages in promoting consumer purchase in other persuasiveness, which is often more influential than advertising or promotion.
The depth of Web2.0 based applications provides a development platform for opinion leaders and also provides a channel to affect proliferation. As consumers increasingly tend to search for product information on the Internet, opinion leaders have become a lot of consumption by virtue of their familiarity and professionalism with their products and their personal charm in the network. The source of the person's information.
At the same time, the traditional e-commerce websites have begun to integrate the social network functions, and the social business websites are beginning to emerge gradually. The social commerce integrates commodity and commodity information into the same system and provides consumers with the dual platform of product and product related information. In front of a large number of product information, the social business website Effective recommendation is one of the key factors for its successful operation. As an important channel for the communication of word of mouth, the opinion leader can effectively solve the problem of recommendation effectiveness. Therefore, more and more social business websites have begun to set up a special area for the opinion leaders, or make efforts to cultivate their own opinion leaders, so as to provide more information. Effective recommendation.
This study takes the influence of opinion leaders as the research content, and takes the socialized business as the research background. According to the three important aspects of information acceptance: the information communicator, the information receiver and the information structure, and the individual perception in the perceived value, the concept model of the opinion leader's influence is put forward from the perspective of consumer's trust, and the application of the conclusion is put forward. The structural equation model is used to test the theoretical model.
This study first combed the related literature research and theoretical research, and based on the aid of the root analysis method, abstracted the related concepts and categories of the research content, constructed the theoretical model of the influence of the opinion leaders, put forward the research hypothesis according to the relationship between variables, and based on the research and design related variables measurement scale, and investigated and asked questions. After the initial formation of the volume, a small scale interview was organized and a sample pre test was conducted. The validity and reliability test was used to screen the scale questions and form a final questionnaire. Then the appropriate research objects and methods were selected to analyze the acquired data, including the descriptive statistics and analysis of the samples, and the structural equation model analysis of the conceptual model. Through the empirical analysis of 487 effective questionnaires, the main conclusions of this study are as follows:
(1) the theoretical model can better explain the influence of opinion leaders on the consumer's purchase intention, and have certain applicability to the study of the influence of word of mouth information on consumers, especially in the case of the suitability of the consumer and opinion leaders, the model of the influence factors of the Internet word of mouth effect and the interest and interest of the opinion leaders Consumers who are more similar or close have higher explanatory power.
(2) whether the consumer is well known for the opinion leader does not play a decisive role in accepting the willingness of the opinion leader to produce the purchase intention. There is no significant relationship between the source of the communicator and the effect of the recommendation of the opinion leader. The recipient of the recommendation information is more concerned with whether the opinion leader is professional, whether the opinion leader has a higher product involvement, and the opinion of the opinion leader. What is the interaction of leaders, these features help to determine the reliability of the recommendation information, and the reliability has a significant positive impact on the trust of the consumer.
(3) the effect of recommendation information on recommendation results is not very significant. The visual clues of recommended information often have a direct positive impact on consumer trust, but recommendation consistency and recommended timeliness have little impact on consumers' trust.
(4) the perceived value of the product recommended by the consumer to the opinion leader often has a significant impact on the recommendation effect. The higher the perceived functional value, the higher the emotional value is, the more it can affect the consumer's trust, and the consumer's purchase intention will be stronger.
(5) trust is the characteristic of the opinion leader, the characteristic of recommendation information and the key intermediary variable that the consumer perceived value affects the purchase intention. The consumer will produce the purchase intention by creating the trust and then to the products mentioned in the recommended information. The professional of the opinion leader, the product involvement, the interaction, the visual clues of the recommendation information, and the consumption. The functional value and emotional value of a person will significantly affect the recipient's trust, which will further affect consumers' purchase intention.
(6) for the consumer, the product often has different preferences, interests and tastes, and the same opinion leader has a different effect on different consumers. Consumers tend to be more likely to accept the opinion of the opinion leaders who have similar, similar preferences, interest and taste. Leaders with high homogeneity pay more attention to the professionalism and product involvement of opinion leaders.
This study innovatively proposed the conceptual model of the influence of opinion leaders on the purchase decision; supplemented the characteristics of the opinion leaders and the components of the feature level of the recommendation information; an experimental discussion on the mechanism of the recommendation effect of the opinion leaders. This study is the influencing factors and the work of the opinion leaders in the social business environment. The research results are helpful to enrich the relationship between word of mouth information and consumer decision-making and interpersonal communication, the relationship between the network environment and business activities, and help to make a comprehensive and systematic grasp of the opinion leaders and their roles. The examination of the mediating effect helps the systematic research of the influence mechanism of the opinion leaders. At the same time, this research also helps to better carry out the social business, the operation and marketing of the platform, especially to help enterprises identify the key channels and influencing factors in the word of mouth marketing of the opinion leaders. On the one hand, the enterprise can adjust the product development in view of the variables that have significant influence on the consumer's purchase intention. Related factors; on the other hand, it can provide a theoretical basis for creating good public praise by opinion leaders.
【學位授予單位】：南京大學
【學位級別】：博士
【學位授予年份】：2012
【分類號】：F274;F224

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本文編號：2156381