网络口碑对消费者购买意向的影响分析-analysis of the influence of online word of mouth on consumers purchase intention.docxVIP

摘要摘要互联网的飞速发展，致使人们越来越倾向于在线传播关于产品、服务或企业的相 关口碑信息，即网络口碑。网络口碑不仅会影响消费者的购买行为，还对企业的营销 活动至关重要。本文研究了网络口碑对消费者购买意向的影响因素，旨在为企业改善 网络口碑信息、提高消费者的购买意向提供合理化建议。本文在对相关理论和文献述评的基础上，根据我国的文化背景，在引用众多学者 已研究变量的基础上，引入了不确定性规避这一文化因素和社区氛围特征这一环境因 素，构建了网络口碑影响消费者购买意向的理论模型。根据以往的研究量表和本文的 研究重点设计调查问卷，并采用 SPSS17.0 软件对收集到的数据进行统计分析，从理 论和实证角度得出主要结论。研究结果显示：接受者专业知识与感知有用性和网络口碑对消费者购买意向的影 响均显著负相关；不确定性规避显著正向影响感知有用性；关系强度和社区氛围特征 均显著正向影响感知可靠性；感知有用性和感知可靠性均与网络口碑对消费者购买意向的影响正相关；感知有用性在接受者专业知识和消费者购买意向之间起部分中介作用。本文结合实证分析结果，为企业提出实践建议。最后指出本文的研究不足，并对 后续研究进行展望。关键词：网络口碑；购买意向；不确定性规避；社区氛围特征AbstractWith the rapidly development of Internet, people tends to exchange the product, service or enterprise information through internet which defines as electronic word-of-mouth. EWOM not only more and more influences consumer’s behavior, but also plays an important role for enterprise’s marketing active. This paper researched the factors influencing the EWOM on consumer purchasing intention, in order to put forward some rationalization suggestions which can improve the EWOM and increase consumer purchasing intention for enterprise.Based on the review of relevant theories and literatures, with the background of China culture, the paper not only quote the variables which had researched by scholars, but also quote uncertainty avoidance as culture factor and community atmosphere characteristic as environment factor. The research establishes the theory model of EWOM effect on consumer purchasing intention. The paper designs the questionnaire according to the previous research instrument and the article point of this research. The collected data were statistical analysis by SPSS 17.0, and the conclusion was drawn from theory and experiment angles.The study shows that the expertise of seeker has visible negative effectiveness onperceived useful and the influence of EWOM on consumer purchasing intention. Uncertainty avoidance has visible positive effectiveness on perceived useful. Tie strength and community atmosphere characteristic both