原产地效应及网络口碑对购买意向的影响分析——基于动漫产品大学生市场的实证分析-analysis of the influence of origin effect and online word of mouth on purchase intention - based on the empirical analysis of animation products college students market.docxVIP

目录摘要............................................................................................................................................................IAbstract.....................................................................................................................................................II目录.........................................................................................................................................................III1绪论.....................................................................................................................................................11.1研究背景..................................................................................................................................11.2研究目的与意义......................................................................................................................21.3研究方法与内容......................................................................................................................31.4本文的特色与创新..................................................................................................................42文献回顾.............................................................................................................................................52.1原产地效应相关文献综述......................................................................................................52.1.1相关概念的界定.........................................................................................................52.1.3原产地效应与购买意向.............................................................................................72.2网络口碑相关文献研究综述...................................................................................................92.2.1相关概念的界定.........................................................................................................92.2.2网络口碑与购买意向...............................................................................................102.3消费者购买决策理论