网络口碑对消费者购买行为的影响研究
摘要
本研究深入探讨了网络口碑对消费者购买行为的影响。随着互联网的普及和电子商务的快速发展，网络口碑已成为消费者决策过程中不可忽视的重要因素。本研究在梳理国内外研究现状的基础上，构建了“网络口碑—感知价值—购买行为”的理论模型，并引入消费者“信任倾向”作为调节变量，以全面分析网络口碑对消费者购买行为的影响机制。研究提出了网络口碑的四个维度：口碑来源、口碑数量、口碑质量和口碑效价。通过实证分析，发现网络口碑对消费者购买数量、购买频率、感知价值和购买意愿均产生显著影响。网络口碑不仅能够为消费者提供丰富的产品信息，辅助其做出更明智的购买决策，还能够通过消费者的信任和品牌认知影响购买行为。网络口碑的积极评价能够增加消费者对产品的信任感，提高其对产品的感知价值，进而增强购买意愿和购买频率。同时，网络口碑的数量和质量也是影响消费者购买行为的重要因素。大量的正面口碑能够提升产品的曝光度和知名度，而高质量的口碑则能够增强消费者对产品的信任感和满意度。本研究不仅丰富了网络口碑和消费者购买行为的理论体系，也为企业制定营销策略提供了实践指导。企业可以通过优化网络口碑管理，提升品牌形象和消费者信任度，进而促进销售增长和市场份额提升。
关键词：网络口碑；消费者购买行为；感知价值
Abstract
This study explores the influence of online word-of-mouth on consumer purchasing behavior. With the popularization of the Internet and the rapid development of e-commerce, online word-of-mouth has become an important factor that can not be ignored in the decision-making process of consumers. Based on the review of domestic and foreign research status, this study constructed a theoretical model of "online word-of-mouth - perceived value-buying behavior", and introduced consumers' "trust propensity" as a moderating variable to comprehensively analyze the mechanism of online word-of-mouth's influence on consumers' purchasing behavior. This paper puts forward four dimensions of Internet word-of-mouth: word-of-mouth source, word-of-mouth quantity, word-of-mouth quality and word-of-mouth titer. Through empirical analysis, it is found that online word-of-mouth has a significant impact on consumers' purchase quantity, purchase frequency, perceived value and purchase intention. Online word-of-mouth can not only provide consumers with rich product information, assist them to make smarter purchasing decisions, but also influence purchasing behavior through consumer trust and brand recognition. The positive evaluation of online word-of-mouth can increase consumers' trust in the product, improve their perceived value of the product, and then enhance the purchase intention and purchase frequency. At the same time, the quantity and quality of online word-of-mouth are also important factors affecting consumer purchasing behavior. A large number of positive word-of-mouth can improve the exposure and visibility of the product, while high-quality word-of-mouth can enhance consumer trust and satisfaction with the product. This study not only enriched the theoretical system of Internet word-of-mouth and consumer purchasing behavior, but also provided practical guidance for enterprises to formulate marketing strategies. By optimizing online word-of-mouth management, enterprises can enhance brand image and consumer trust, thereby promoting sales growth and increasing market share.
Key words: Internet word-of-mouth; Consumer purchasing behavior; Perceived value
目录
一、绪论 4
1.1 研究背景与意义 4
1.2 国内外研究现状 4
1.3 研究目的与内容 5
二、理论框架 5
2.1 构建“网络口碑—感知价值—购买行为”的理论模型 5
2.2 引入消费者“信任倾向”作为调节变量 6
2.3 提出网络口碑的四个维度 6
2.3.1 口碑来源 6
2.3.2 口碑数量 7
2.3.3 口碑质量 7
2.3.4 口碑效价 8
三、网络口碑对消费者购买行为的影响 8
3.1 网络口碑对消费者购买数量的影响 8
3.2 网络口碑对消费者购买频率的影响 9
3.3 网络口碑对消费者感知价值的影响 9
3.4 网络口碑对消费者购买意愿的影响 10
四、网络口碑对消费者购买行为应用 10
4.1 信息获取与决策辅助 10
4.2 信任建立与品牌认知 11
4.3 购买行为影响与引导 11
五、结论 12
参考文献 13
致谢 13
摘要
本研究深入探讨了网络口碑对消费者购买行为的影响。随着互联网的普及和电子商务的快速发展，网络口碑已成为消费者决策过程中不可忽视的重要因素。本研究在梳理国内外研究现状的基础上，构建了“网络口碑—感知价值—购买行为”的理论模型，并引入消费者“信任倾向”作为调节变量，以全面分析网络口碑对消费者购买行为的影响机制。研究提出了网络口碑的四个维度：口碑来源、口碑数量、口碑质量和口碑效价。通过实证分析，发现网络口碑对消费者购买数量、购买频率、感知价值和购买意愿均产生显著影响。网络口碑不仅能够为消费者提供丰富的产品信息，辅助其做出更明智的购买决策，还能够通过消费者的信任和品牌认知影响购买行为。网络口碑的积极评价能够增加消费者对产品的信任感，提高其对产品的感知价值，进而增强购买意愿和购买频率。同时，网络口碑的数量和质量也是影响消费者购买行为的重要因素。大量的正面口碑能够提升产品的曝光度和知名度，而高质量的口碑则能够增强消费者对产品的信任感和满意度。本研究不仅丰富了网络口碑和消费者购买行为的理论体系，也为企业制定营销策略提供了实践指导。企业可以通过优化网络口碑管理，提升品牌形象和消费者信任度，进而促进销售增长和市场份额提升。
关键词：网络口碑；消费者购买行为；感知价值
Abstract
This study explores the influence of online word-of-mouth on consumer purchasing behavior. With the popularization of the Internet and the rapid development of e-commerce, online word-of-mouth has become an important factor that can not be ignored in the decision-making process of consumers. Based on the review of domestic and foreign research status, this study constructed a theoretical model of "online word-of-mouth - perceived value-buying behavior", and introduced consumers' "trust propensity" as a moderating variable to comprehensively analyze the mechanism of online word-of-mouth's influence on consumers' purchasing behavior. This paper puts forward four dimensions of Internet word-of-mouth: word-of-mouth source, word-of-mouth quantity, word-of-mouth quality and word-of-mouth titer. Through empirical analysis, it is found that online word-of-mouth has a significant impact on consumers' purchase quantity, purchase frequency, perceived value and purchase intention. Online word-of-mouth can not only provide consumers with rich product information, assist them to make smarter purchasing decisions, but also influence purchasing behavior through consumer trust and brand recognition. The positive evaluation of online word-of-mouth can increase consumers' trust in the product, improve their perceived value of the product, and then enhance the purchase intention and purchase frequency. At the same time, the quantity and quality of online word-of-mouth are also important factors affecting consumer purchasing behavior. A large number of positive word-of-mouth can improve the exposure and visibility of the product, while high-quality word-of-mouth can enhance consumer trust and satisfaction with the product. This study not only enriched the theoretical system of Internet word-of-mouth and consumer purchasing behavior, but also provided practical guidance for enterprises to formulate marketing strategies. By optimizing online word-of-mouth management, enterprises can enhance brand image and consumer trust, thereby promoting sales growth and increasing market share.
Key words: Internet word-of-mouth; Consumer purchasing behavior; Perceived value
目录
一、绪论 4
1.1 研究背景与意义 4
1.2 国内外研究现状 4
1.3 研究目的与内容 5
二、理论框架 5
2.1 构建“网络口碑—感知价值—购买行为”的理论模型 5
2.2 引入消费者“信任倾向”作为调节变量 6
2.3 提出网络口碑的四个维度 6
2.3.1 口碑来源 6
2.3.2 口碑数量 7
2.3.3 口碑质量 7
2.3.4 口碑效价 8
三、网络口碑对消费者购买行为的影响 8
3.1 网络口碑对消费者购买数量的影响 8
3.2 网络口碑对消费者购买频率的影响 9
3.3 网络口碑对消费者感知价值的影响 9
3.4 网络口碑对消费者购买意愿的影响 10
四、网络口碑对消费者购买行为应用 10
4.1 信息获取与决策辅助 10
4.2 信任建立与品牌认知 11
4.3 购买行为影响与引导 11
五、结论 12
参考文献 13
致谢 13
