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论文编号：	12396
作者编号：	2120192837
上传时间：	2021/6/10 12:21:15
中文题目：	自媒体网络口碑对消费者购买意愿的影响研究 ——以保健食品为例
英文题目：	Research on the Impact of We-Media Internet Word of Mouth on Consumers’ Purchasing Intentions——Taking Health Food as an Example
指导老师：	李桂华
中文关键字：	自媒体；网络口碑；购买意愿；感知价值
英文关键字：	We-Media；Internet Word of Mouth；Purchase intention；Perceived value
中文摘要：	在当前我国移动终端技术和网络通讯技术日益升级换代和高速进步发展的大背景下，自媒体以其普及度高、互动性好、使用门槛少、操作手段严格等特点颠覆了传统媒体的网络口碑传播模式，因此在消费者需要作出购买决策时更加依靠于自媒体网络口碑传播平台来获取信息。同时伴随着现代社会人们物质生活水平的进一步提高、卫生保健意识的进一步增强，自媒体平台往往能够提供大量有参考价值的相关信息。因此通过深入地研究了消费者对于自身保健食品购买的意愿是否会被自媒体网络口碑传播所影响的原因和机理，对于相关保健食品企业组织开展一场精准及时到位的保健食品口碑传播营销活动来说具有非常重要的指导价值。基于上述背景，本文将自媒体网络口碑传播的过程理论、信息采纳模型和自媒体网络口碑、购买决策等理论作为其主要研究依据，并结合国内外相关专家和学者的观点，对自媒体、网络口碑、购买意愿进行了深入系统的分析和综合评价， 并构建研究模型并进行了分析。其中一维变量是消费者感知价值、产品卷入度、购买意愿，自变量是六个变量分成了两个视角，都是三维变量，分别是口碑发送者特征和信息特征。确定了研究变量后使用成熟量表测量问项，征询老师和同学意见后进行问卷设计经过量表设计和问卷设计，通过问卷星发放收集问卷数据，最后利用 spss23.0 和amos26.0 等数据分析软件对研究假设予以验证，得出以下研究结论：通过实证分析,本研究可以发现：(1)对于消费者关于购买意愿、口碑质量和关系强度分别在人口统计特征如：学历、性别、年龄上均存在显著差异。(2)自媒体网络口碑相关特征均与购买意愿呈正向相关关系；(3)感知价值在自媒体网络口碑相关特征与消费者购买意愿间可以起到不完全中介作用；(4)产品卷入度在关系强度、同质性、口碑质量三个方面没有起到调节作用,在发送者专业性、口碑量化程度、口碑时效性三个方面都起到了调节的作用。最后基于此结论对相关企业在自媒体网络口碑传播方面提出建议。
英文摘要：	In the context of the continuous improvement and rapid development of mobile terminal technology and communication technology in our country, from the media to their common high popularity, interactive virus information transmission capacity, the use of low threshold of public praise for subversive the traditional information platform when consumers rely more on the media information platform common tablet computers.At the same time, with the improvement of people's standard of living and medical awareness, our mass media can often provide a lot of valuable relevant information.Therefore, accurate marketing using media is crucial for relevant companies to study the mechanism of how media networks influence the purchasing power of healthy food consumers.Our media platform can usually provide a lot of relevant information with reference significance.Therefore, accurate marketing using media is crucial for relevant companies to study the mechanism of how media networks influence the purchasing power of healthy food consumers. According to the above documents as a theoretical Beret information communication process model using theories and basic theories to solve consumer buying, and combining domestic and foreign scientistsin the research topic "we media", "estuary" the word and "intention", in order to establish a theoretical model to influence the word-of-mouth media buying intention of buying.They include consumers' perceived values, product development and purchase intentions, which are one?dimensional variables, while Internet auditory characteristics (senders' professionalism, relationship strength and consistency) and Internet auditory characteristics (quantitative assessment, Internet auditory quality, timeliness) are three-dimensional variables.The data were obtained through surveys, descriptive statistical analysis, difference tests, reliability and reliability tests, and regression analysis based on the collected data, which reached the following conclusions: The empirical analysis shows that (1) there are significant differences in the language quality of consumers by gender, and the relationship between age level and II Abstract education level is related to consumers' intention to purchase;(2) The more original features and information the website WeMedia features, the more intention will be for healthy consumers to buy food;(3) Perceived value mediated the relationship between online speech and consumers' purchase intention talkativeness;(4) Products play a part in actively participating in the regulatory relationship between different elements of WeMedia words and consumers' intention to buy healthy food.It has no regulating effect on the intensity, consistency and quality of spoken English, but it has regulating effect on the professional spirit, degree of spoken English and timeliness of spoken English.Finally, in the context of "We Media" broadcasting through "Mouth", NT Enterprise made a proposal.
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