【作者】 铁翠香；

【导师】 舒咏平；

【作者基本信息】 华中科技大学 ， 传播学， 2011， 博士

【摘要】 早在上个世纪五十年代之前,美国的传播学家卡茨与拉扎斯菲尔德(Katz and Lazarsfeld,1955)研究发现,口碑比广告或人员推广的影响力都要大。全球权威管理咨询公司麦肯锡最新估计也表明,美国业务的三分之二是靠口碑驱动的。口碑在促进消费者购买方面有着其它说服性传播无可比拟的优势。近年来互联网的发展,使得消费者在网络上谈论产品的渠道和平台日益增多,网络口碑一经插上互联网的翅膀,便超越了时空限制,其巨大影响力吸引了学界和业界的广泛关注。本研究以网络口碑这一新兴议题为研究内容,以网络虚拟社区论坛及购物类网站中的口碑为研究对象,根据说服理论的三个重要构面：传播者来源、信息和个体构面,结合技术接受模型(TAM)中的关键的个体感知要素,从消费者的信任和感知价值两个角度,提出了网络口碑效应整合模型,并通过定性与定量相结合的实证方法对该整合模型进行检验。本研究首先进行了大量的文献检索,在前人的研究基础上,结合访谈构建了本研究的理论模型,提出了研究假设,并对各变量进行了定义和测量；接着通过前测探索性分析,以效度及信度检验来筛选量表题目和形成最终问卷；最后是验证性分析,主要是对因果模型进行结构方程模型(SEM)分析,以期验证网络口碑效应的影响因素以及作用机制。通过对416份有效问卷的实证分析,得出本研究的主要结论如下：1.本研究理论模型在解释网络口碑对消费者购买意愿的影响时具有一定的适用性。尤其是在对不同的消费者群体进行分类的情况下,网络口碑效应的影响因素模型对低涉入度消费者来说具有更高的解释力。2.网络口碑信息接收者在参照口碑建议产生购买意愿时,口碑传播者是否专业、传播者是否与自身相似以及网站声誉是否很高等并不起决定作用。传播者来源层面的这些因素与网络口碑效应之间并没有显著的影响关系。口碑信息接收者更看重信息是否来源于消费者,即关注信息本身的特点,这些信息特点有助于判断口碑信息的可靠性,对产生信任有着直接的正向的影响作用,同时对口碑效应也有直接的正向影响。3.个体对信息的感知也决定着网络口碑的效果。个体从口碑信息中感知到产品品牌形象与自身形象的一致性,则产生购买意愿的可能性就大；个体社会认同度越高,感知到的他人对品牌的认同度越高,产生购买意愿的可能性也越大。个体一致性感知和社会认同感知通过影响对产品价值的感知,进而影响网络口碑的作用大小。4.信任是信息特点对网络口碑效应产生影响的关键中介变量,信息接收者通过对口碑信息产生信任而对口碑信息中提及的产品品牌产生购买意愿。传播者层面的三个因素虽然对口碑效应没有直接的影响作用,但却是显著影响接收者信任的因素。同时信息的显著性提示和信息本身的特点都会影响接收者的信任,而个体社会认同度越高,也会对口碑越信任。5.个体从口碑信息中感知到的对产品品牌的价值是网络口碑对消费者购买意愿产生影响的重要作用机制。接收者感知价值对网络口碑效应有直接的影响作用。个体一致性感知与社会认同感知完全通过影响接收者的感知价值的大小来对网络口碑效应产生影响。而消费者的信任也对消费者的感知价值有着直接的影响。6.对于不同涉入度的消费者来说,网络口碑效应影响因素的作用大小是不一样的。涉入度比较低的消费者,可能会根据口碑信息传播者与自身特征的一致性来形成品牌态度,产生购买意愿；也会根据口碑中提及的产品品牌形象与自身形象是否一致作为边缘线索作出购买决定。而无论哪一种涉入程度的消费者,消费者详细描述的产品使用经历、主观评价和一些产品优缺点的描述都是他们决定是否购买的主要参照依据。另外,无论涉入程度如何,社会认同度越高,消费者就越会按照虚拟社区成员的规则行事,形成与成员一致的品牌态度,网络口碑对购买意愿的影响就越大。本研究是对传统口碑效应的影响因素及作用机制在网络环境中的适用性的检验,能够扩大人际传播在网络环境中的研究领域,有助于全面系统把握网络口碑效应；中介效应的检验有助于网络口碑作用机制的系统完善,丰富网络口碑理论成果。同时,本研究也有助于互联网环境中网站更好地建立社区论坛和网站运营；能够帮助企业进行产品价值的挖掘,重视消费者感知价值,更好地组织消费者谈论产品,为其调整营销策略提供依据。更多还原

【Abstract】 Before the fifties of last century, the United States spread of Katz and Lazarsfeld, word of mouth communication was more powerful than other method. The updated authoritative statistics by McKinsey Company also shows that two-thirds of business drove by word of mouth. All of these show that word of mouth has the incomparable advantages to increase sales. With the development of internet technology and virtual community, there’s a mass of information to be diffuse every day in network environment. Internet/Online/Electronic word of mouth permeates every corner of the internet, and just the power of the eWOM to reduce consumer search costs and uncertainty or risks made the research come into the vision of academy and industry.This study is focus on this new topic of eWOM, especially this kind of word of mouth diffused in the virtual community and some electronic commercial websites. An integrated proposed model is developed based on the Technology Acceptance Model of the perceive factor, trust and consumer perceived value, persuasive theory of the three key factors of source\information and receiver, along with thirty one hypotheses.Firstly, the research model was proposed based on much literature research and interview information, then the pretest of reliability and validity analysis was held to form the formal scale and questionnaire, lastly a web survey collected 416 valid samples was conducted to test hypotheses empirically. The main conclusions are summed up as follow:1. This proposed research model is suit for explaining the impact of eWOM to the consumer purchase intention. More specifically, the model is more powerful for low involvement consumers.2. This study confirmed the effect of information characteristics on the impact of eWOM on consumer purchase intention, they promoted consumer to trust word of mouth, and showed direct and significant effect on the eWOM impact. While the factors of the source dimension, such as expertise and the credibility of the source, the homophiles and reputation of website were proved no direct significant effect to the eWOM impact though they were proved to be the key factors of trust. 3.The study also found the influence of the receivers perception on the eWOM impact. The coherence of the brand image and self image perceived by the consumer directly influence the effect of eWOM impact. Meanwhile, social identity indicator did have an effect on eWOM impact.4. The results confirmed that trust critically mediates the effect of information characteristics on eWOM impact. The three factors of the source dimension and the significance hint of the information, as well as perceived social identity proved to be significant and positive effect on eWOM impact.5. Consumer perceived value fully mediated the effects of perceived coherence of the brand image and self image and perceived social identity on eWOM impact.6. This study attempted to investigate the moderating effect of consumer types on the Effect of eWOM impact. The results confirmed the low involvement consumer will look at coherence of the brand image and self image as the periphery clue to evaluate the value of the product, so that to decided whether buy or not. However, consumer product involvement took no moderating role in the effects of information characteristic and social identity indicator on the eWOM impact.This study explores relationships among several factors that may influence the effect of eWOM to enlarge the research area of interpersonal communication in the internet enviroments. The proposed model should be benefit to understand the eWOM impact systematically. Meanwhile, this study can help the corporation build virtual community, focus on consumer perceived value, adjust the integrated marketing communication according to the value needed by consumer.更多还原