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随着互联网的发展,越来越多的消费者在做出购买决策之前都会事先在网上浏览相关的品牌、产品或服务信息。本文在系统回顾网络口碑、顾客购买意愿等相关文献的基础上,通过发放网络调查问卷的形式,利用SPSS20.0对实验数据进行分析,研究了在口碑信息类型、结构、长度等的调节作用下,消费者网站关系、传播者专业性、接收者专业性对消费者购买意愿的影响。结果表明,除了传播者专业性的影响效果不显著,其他变量的影响效果均显著。研究结论深化了网络口碑对消费者购买意愿影响的研究。
With the development of the Internet, more and more consumers browse related brands, products or service information online before making purchasing decisions. Based on systematically reviewing the related literature such as word-of-mouth, customer’s willingness to purchase, and so on, this paper analyzes the experimental data by means of issuing questionnaires in the form of network and using SPSS 20.0 to study the effect of word-of-mouth information type, structure, , The relationship between consumer websites, the professionalism of communicators and the professionalism of recipients on the purchasing intention of consumers. The results show that, except for the communicator’s professional effect is not significant, the effect of other variables are significant. The conclusion of the study deepens the research on the impact of online word-of-mouth on the purchase intention of consumers.