消费者口碑传播动机实证研究.docVIP

消费者口碑传播动机的实证研究( 曹丽1,2，马军平2，李纯青2 (1.西安理工大学工商管理学院，西安710048； 2.西安工业大学经济管理学院，西安710032） 摘要：（目的）口碑在消费者决策起着重要的作用，因此，要深入了解消费者的购买决策，实现对口碑传播的触发和管理，就需要对消费者口碑传播的动机进行深入研究。（方法）建立消费者口碑传播动机的模型，并通过问卷调查的方法，研究了影响消费者的个人需要、个人满意度、裙带关系、服务质量和承诺对口碑行为的影响。（结果）结果表明，个人需要同口碑活跃度之间存在着显著的正向关系；个人需要和口碑激励之间没有显著的相关性；顾客满意度和裙带关系同口碑活跃度、口碑激励之间存在着正向关系；服务质量和口碑的活跃度之间存在负向关系，但与口碑激励之间存在正相关关系；承诺和口碑活跃度之间不存在着相关关系，但与口碑激励之间存在着正相关关系。（结论）结果提示，通过满足顾客个人需要、提高顾客满意度、增强顾客之间的裙带关系、履行给顾客的承诺可以推动顾客口碑传播的活跃度，从而为企业口碑计划的实施提供理论帮助。 关键词：口碑传播动机；顾客满意度；裙带关系；服务质量；承诺；口碑活跃度 中图分类号：F713.50 文献标识码：A 文章编号： Research on the Motivation of the ord-of-mouth Spread for Consumer Cao Li1,2，Ma Jun-ping2, Li Chun-qing2 (1. School of Business Administration, Xian University of Technology; Shaanxi Xian 710048; China; 2. School of Economics Management, Xi’an Technological University, Shaanxi Xi’an 710032, China ) Abstract: (Objective) Word-of-mouth had played an important role in the consumer decision-making. Therefore, in order to understand the consumer’s purchase decision deeply and to achieve the trigger and management of the word-of-mouth spead, it is necessary to study the motivation of the word-of-mouth spead in depth. (Method) The model of motivation of consumers’ word-of-mouth spread was established and the impact of consumer’s personal needs, personal satisfaction, social ties, the quality of service and commitment on the word-of-mouth behavior was studied with a questionnaire survey. (Result)The results showed that, (1) the personal needs had significant positive influence with the activity of word-of-mouth, but there was no significant relationship between personal needs and encouragement of word-of-mouth; (2) the consumer’s satisfaction and social ties had positive significant relationships with the activity and the encouragement of word-of-mouth, respectively; (3) there was a negative relationship between service quality and the activity of word-of-mouth; (4) commitment had no relationship with the activity of word-of-mouth, but had positi