網络口碑特征及其对购买决策的影响力研究.docVIP

PAGE PAGE 24 网络口碑特征及其对购买决策的影响力研究 ——以手机消费者评论为例 摘要 本文在查阅大量文献的基础上，对网络口碑研究进行了归纳总结。拟通过实证研究考察网络口碑对于购买决策的影响。 综合分析了网络口碑的定义及其特点，以及各种口碑特性对于消费者购买决策的影响。并结合实际情况，提出了自己的假设，并构造了口碑数量、口碑质量、口碑时效性、口碑极性对于消费者购买决策的影响力模型，并以接受者专业程度为调节变量，以涉入度为控制变量。在回顾前人研究的基础上，确定了各个变量的测量内容并最终制订了测量量表，选取大学生为研究对象，并制订了数据收集方法和分析方法。 希望能够通过了解网络口碑对消费者购买决策的影响研究找出预测消费者行为的方法，以供企业参考。 关键词：网络口碑 消费者评论 购买决策 The Characters of online WOM and their effects on purchase decision ——Take consumers’ reviews of cellphone for example Abstract We first summarized researches of online WOM on the base of a great deal of documents.The purpose is to observe the effect of online WOM on purchase decisions through an empirical study.A comprehensive analysis on the definition of iwom and its characteristic, and their effect on consumers purchase decisions is conducted. And connecting with practice, the author put forward her own assumptions, and constructed the model of quantity, quality, timeliness, polarity acting on purchase decision, and with the regulation variable of recipient professional, the control variable of involving degrees. On the basis of previous studies, the author determined the content of different variables measured and eventually set the scale, the selection of college students as the research object, and worked out a method of collecting data and analysis method, with a view of finding out the way to predict consumer behavior through understanding of the affection of word-of-mouth on purchase decisions thus provide a reference to enterprises. Key Words: WOM customer review purchase decision  目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc312129620 1绪论 PAGEREF _Toc312129620 \h 5 HYPERLINK \l _Toc312129621 1.1研究背景 PAGEREF _Toc312129621 \h 5 HYPERLINK \l _Toc312129622 1.2研究现状与研究意义 PAGEREF _Toc312129622 \h 6 HYPERLINK \l _Toc312129623 1.3研究内容 PAGEREF _Toc312129623 \h 6 HYPERLINK \l _Toc312129624 1.4研究方法和技术路线 PAGEREF _Toc312129624 \h 7 HYPERLINK \l _Toc312129625 2文献综述 PAGEREF _Toc312129625 \h 8