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论文编号：	11156
作者编号：	2320170835
上传时间：	2019/12/7 22:22:25
中文题目：	图书网络口碑对消费者在线购买意愿的影响研究
英文题目：	A study on the influence of book internet word-of-mouth on consumers’ willingness to buy online
指导老师：	徐建华
中文关键字：	网络口碑；信息传播；情报学
英文关键字：	Internet word-of-mouth; Information dissemination; Information science
中文摘要：	在电子商务快速发展的今天，图书市场产生了翻天覆地的变化。图书消费者现在可以足不出口就可以用互联网设备完成图书商品的浏览、购买等行为。然而在消费者既定了图书购买需求之后，往往映入眼帘的是眼花缭乱的图书种类，常常会使消费者陷入“选择困难症”。为了减少图书购买过程中产生选择性风险，越来越多的消费者开始搜索并关心关于图书的网络口碑信息。借助其他消费者的购买经验帮助自己做出购买决策。本文即在这一时代背景下，研究图书网络口碑如何影响消费者对图书的在线购买意愿。本文在研究了过往文献的整理并且结合目前图书网络口碑的研究现状，提出了关于图书网络口碑的三个要素：图书网络口碑质量、图书网络口碑数量、图书网络口方向。而且本文还提出消费者个人特性的信任倾向会在图书网络口碑可信度对消费者在线购买意愿的影响中起作用。本文以技术接受模型（TAM）为理论模型基础，结合本文研究的实际情况，建立了图书网络口碑对消费者在线购买意愿影响的研究模型。在研究模型的框架下，提出了本文的研究假设，并且设计调查问卷。本文共收集了173名来自大学生和39岁以下年轻职场人士并符合样本要求的调查问卷数据，然后用SPSS 24.0软件对收集的数据进行了实证分析。通过实证分析发现：图书网络口碑质量、数量、方向和消费者信任倾向均正向显著影响消费者的感知有用性，图书网络口碑质量、方向均正向显著影响消费者的感知易用性。消费者感知在图书网络口碑对消费者在线购买意愿的影响中起到中介作用。消费者感知中的感知有用性和感知易用性均正向影响消费者的在线购买意愿。在实证分析之后，得出本文的研究结论。并且结合图书网络口碑的特点从网络商家角度提出了四点建议：鼓励消费者发布高质量的图书网络口碑、鼓励消费发布更多的图书网络口碑、正确对待正负面的图书网络口碑、力求提高图书网络口碑的有用性。同时也总结的本文的研究不足以及对未来研究的展望。
英文摘要：	In the rapid development of e-commerce today the book market has changed dramatically. Book consumers can now use Internet devices to complete the browsing and purchasing of book goods without export. However, what often comes into view is the dazzling variety of books after consumers have established their demand for books often puts consumers into "difficult choices". In order to reduce the selective risk, more and more consumers are searching for internet word-of-mouth information about books and help themself to make purchasing decisions with the purchasing experience of other consumers. In this context, this paper studies how book internet word-of-mouth influences consumers' willingness to buy books online. After studying the previous literature and combining with the current research status of book internet word-of-mouth this paper puts forward four characteristics of book internet word-of-mouth: the quality of book internet word-of-mouth, the quantity of book internet word-of-mouth, the direction of book internet word-of-mouth. And this paper also points out that the trust tendency of consumers' personal characteristics plays a role in the influence of the credibility of book internet word-of-mouth on consumers' willingness to buy books online. Based on the Information Adoption Model and combined with the actual situation of the research, this paper establishs the research model of the influence of internet word-of-mouth on consumers' willingness to buy books online. In the framework of the research model we puts forward the research hypothesis of this paper and designed the questionnaire. This paper collected questionnaires from 173 College students and young professionals under the age of 39-year-old who met the requirements of this sample and then SPSS 24.0 software was used for empirical analysis of the collected data. Through empirical analysis, it is found that the quality, quantity, direction and consumer trust tendency of book internet word-of-mouth have a significant positive impact on consumers' perceived usefulness, while the quality and direction of book internet word-of-mouth have a significant positive impact on consumers' perceived ease of use. Consumer perception plays an intermediary role in the influence of book internet word-of-mouth on consumers' willingness to buy online. Perceived usefulness and perceived ease of use in consumer perception positively affect consumers' willingness to buy online. After empirical analysis the conclusion of this paper is drawn and combined with the characteristics of the book internet word-of-mouth from the point of view of the online business it puts forward four Suggestions that Encourage consumers to publish high-quality books online, Encourage consumers to release more books by word of mouth, Positive and negative side of the correct treatment of books online word of mouth, Strive to improve the usefulness of book network word of mouth. At the same time, this paper also summarizes the lack of research and future research prospects.
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