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论文编号：	5330
作者编号：	2120112355
上传时间：	2013/6/6 15:47:46
中文题目：	网络口碑对女大学生网购化妆品意愿影响的研究
英文题目：	Research on the Internet Word of Mouth to the Female College Students'' Purchase Intention of Online cosmetics
指导老师：	侯文华 教授
中文关键字：	网络口碑，信任，购买意愿，女大学生
英文关键字：	IWOM ,Trust,Purchase Intention,Female college students
中文摘要：	近年来，我国网络购物市场发展迅速，相比实体店，网络购物具有价格便宜、方便和产品丰富等优势，化妆品由于体积小、标准化程度高，成为了网购市场的第三大产品。女性是购买化妆品的主力，而在校大学生是网购的弄潮儿，他们是接触网络口碑最多的群体而且也具有巨大的消费潜能。但是，网络购物具有信息不对称性和风险性，特别是化妆品直接接触皮肤，购买不当，不但是经济方面的损失，身体健康可能会受到伤害，网络口碑作为消费者自己创造的信息，具有一定的客观性和可信性，网络口碑迅速成为消费者网购化妆品决策时的信息来源。 本文选取了在校女大学生为研究对象，研究网络口碑对于其购买意愿的影响。在归纳总结文献的基础上，构建了“网络口碑—信任—购买意愿”的研究模型，网络口碑考虑了网络口碑的质量和来源可信性两个方面，网络口碑质量考虑了相关性、全面性、时效性三个维度，来源可信性考虑了网站可靠度和发布者专业度两个维度，信任分为认知信任和情感信任两个维度，以消费者专业性作为网络口碑和信任的调节变量。本文所用的方法是问卷调查法，共收回有效问卷196份，使用SPSS20.0进行数据统计与处理，验证假设。 本文的研究结论主要是以下四点：（1）网络口碑质量（相关性、全面性、时效性）和来源可信性（发送者专业度、网站可信性）分别正向影响女大学生购买意愿；（2）网络口碑质量（相关性、全面性、时效性）和来源可信性（发送者专业度、网站可信性）部分正向影响女大学生对网络口碑的信任；（3）女大学生对网络口碑的信任在其网购决策的过程中起着部分的中介作用；（4）女大学生的专业性在网络口碑和信任关系中具有部分调节作用。
英文摘要：	In recent years, China's online shopping market is growing rapidly. Compared to the physical store, it is cheap, convenient and rich products by online shopping. Due to small size, high degree of standardization, cosmetics’ sales become the third largest in the online shopping market. Women are the main purchasers of cosmetics, and the college student is beach-goers of online shopping. They are the groups of knowing IWOM. And they have a huge consumption potential. But with asymmetric information and risk, online shopping has some risks. And the cosmetic is special goods which contact directly with the skin, if you buy improper, it can cause economic costs or health harm. The Internet Word of Mouth (IWOM) created by consumers, is objective and reliable. When the consumer go online shopping of cosmetics, IWOM become a source of information. This paper selected the female students at school as object and study the influences of IWOM on purchase intention.Based on the earlier study, this paper builds a model” IWOM-trust- purchase intention”. IWOM consider two aspects of quality and source credibility. IWOM quality considers three dimensions of the relevance, comprehensiveness, timeliness. Source credibility considers two dimensions of the site reliability and publishers professionalism. Trust is divided into two dimensions of cognitive trust and emotional trust. Consumer professional is the manipulated variable between IWOM and trust. The method used in this paper is a questionnaire. And we got a total of 196 valid questionnaires. We use the SPSS20.0 to process the data. The conclusions of this paper are the following four points: (1) IWOM quality (relevance, comprehensiveness, timeliness) and source credibility of (sender professional degree, website credibility), respectively, positive influence school girls’ intention of IWOM purchase. (2) IWOM quality (relevance, comprehensiveness, timeliness) and source credibility (the sender professional degree, website credibility) positive impact on girls in school trust in the network reputation. (3) Trust plays s part role of the intermediary role in the cosmetics decision-making process of girls in school. (4) Consumer professional is the manipulated variable between IWOM and trust.
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