【作者】 白莹；

【导师】 吴水龙；

【作者基本信息】 北京理工大学 ， 工商管理， 2016， 硕士

【摘要】 互联网技术的迅速发展以及电子商务的日趋成熟为口碑提供了更加方便的传播平台,消费者开始利用互联网这一平台发表言论、享受快捷、共享信息并获取资源,电子口碑的重要性正日益凸显,其作用不容小觑。本文基于个体情境相互作用理论和“说出即相信”效应理论,运用实证研究方法,探索了电子口碑的影响边界,并且研究了口碑行为对口碑发出者本身品牌态度的影响。以往对于电子口碑(electronic Word-of-Mouth,以下简称eWOM)产生的研究往往集中在动机领域,鲜有人涉足个体关系互依程度的影响;而对于电子口碑影响的研究也大多关注企业与消费者(audience),对于电子口碑发出者(speaker)本身的影响研究则易被忽视。本文首先介绍和研究了电子口碑、自我建构和心理距离的概念,并分析了电子口碑的特点、成因和影响,其次对社会认知理论和“说出即相信”效应进行回顾和评述。最后根据理论基础和前人研究,构建了两个概念模型,模型1:消费者电子口碑行为的影响边界研究模型;模型2:电子口碑行为对口碑发出者原有品牌态度的作用机制研究模型。在实证阶段,为了研究需要和实验便利,采用电子问卷及模拟淘宝网购情境的方式进行实验设计,通过三个实验来探讨电子口碑意向的影响机制以及电子口碑行为对口碑发出者品牌态度的影响。结果表明:(1)消费者积极e WOM意向比消极eWOM意向更强;(2)互依自我的积极eWOM意向强于消极eWOM意向,而独立自我的负面eWOM意向强于正面eWOM意向,验证了自我建构的调节作用;(3)电子口碑行为能够强化口碑发出者原有的品牌态度,并验证了心理距离的中介作用。最后,将研究结果进行总结,丰富了eWOM前置因素中与个体特性相关的研究成果和电子口碑行为影响的相关研究,并结合结论为企业合理引导积极口碑并避免负面信息传播提供合理化建议。与此同时,明确了此次研究中存在的不足并提出未来进一步研究的方向。更多还原

【Abstract】 The rapid development of Internet and maturityof e-commerceprovides a more convenient communicating platform for the reputation. More and more consumers began to use this platform to express their personal opinions, share information and get resources which makes the growing importance of electronic word-of-mouth. This paper explores the influence boundary of electronic word and the influence of electronic word-of-mouth behavioron speaker’s brand attitude through empirical research methods.Previous studies for the generation of electronic word-of-mouth(eWOM) tend to be concentrated in the areas of motivation, few people involved in the interdependent relationship; and studies for the impact of eWOM mostly focus on companies and consumers(audience), the study for influence to speakers isoverlooked. Firstly, this paper introduces e WOM, self-construction and psychological distance, and analyzes the characteristics, causes and effects of eWOM. Then reviews and comments social cognitive theory and shared reality theory. Finally, according to the theoretical basis and previous studies, constructs two conceptual models, Model 1: Impact boundary model ofconsumers’ eWOM behavior; Model 2: mechanism model of eWOM affect speakers’ original brand attitudes.In the empirical phase, in order to meet the internet needs of this study, we use electronic questionnaires and simulate purchase situation on TaoBao, through three experiments to investigate the effect mechanism of eWOM intention and learn howeWOM behavior affect speakers’ original brand attitude. The results show that:(1) theintention of positive eWOM is stronger than the negative eWOM;(2)While it is quite the contrary for independent self-construal that the intention of positive eWOM is weaker than negative eWOM, this confirms the moderating effect of self-construal;(3)The behavior eWOM strengthens the speaker’s brand attitude which confirms the mediating effect of psychology distance.Finally, this paper summarizesthe study results, which enrich the research of eWOM’santecedences associated with the individual characteristics of research achievements of the impact of eWOM. Then combined with the conclusion provides some suggestionsfor enterprises to guide positive eWOM and avoid the negative eWOM reasonably. At the same time, points out the lack of this study and direction of future research clearly.更多还原