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TheCharactersofonlineWOMandtheireffectsonpurchasedecision——Takeconsumers’reviewsofcellphoneforexampleAbstractWefirstsummarizedresearchesofonlineWOMonthebaseofagreatdealofdocuments.ThepurposeistoobservetheeffectofonlineWOMonpurchasedecisionsthroughanempiricalstudy.Acomprehensiveanalysisonthedefinitionofiwomanditscharacteristic,andtheireffectonconsumerspurchasedecisionsisconducted.Andconnectingwithpractice,theauthorputforwardherownassumptions,andconstructedthemodelofquantity,quality,timeliness,polarityactingonpurchasedecision,andwiththeregulationvariableofrecipientprofessional,thecontrolvariableofinvolvingdegrees.Onthebasisofpreviousstudies,theauthordeterminedthecontentofdifferentvariablesmeasuredandeventuallysetthescale,theselectionofcollegestudentsastheresearchobject,andworkedoutamethodofcollectingdataandanalysismethod,withaviewoffindingoutthewaytopredictconsumerbehaviorthroughunderstandingoftheaffectionofword-of-mouthonpurchasedecisionsthusprovideareferencetoenterprises.KeyWords:WOMcustomerreviewpurchasedecision目录1绪论..............................................................51.1研究背景........................................................51.2研究现状与研究意义..............................................61.3研究内容........................................................61.4研究方法和技术路线..............................................72文献综述..........................................................82.1口碑与网络口碑..................................................82.2口碑自身性质对购买决策的影响...................................112.3评论者的资信度对购买决策的影响.................................122.4口碑接收者性质对购买决策的影响.................................132.5情景因素.......................................................142.6交叉影响.......................................................143模型构建与假设...................................................153.1研究对象.......................................................153.2研究假设.......................................................163.3研究模型.......................................................174实证分析.........................................................184.1样本选取依据...................................................184.2问卷设计.......................................................184.3数据收集.......................................................194.4数据分析.......................................................19参考文献...........................................................211绪论1.1研究背景根据CNNIC第28次中国互联网络统计报告,截至2011年6月30日,我国已有网民4.85亿。网络已经成为国民生活中的一个重要部分。网络也成为...