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MBA论文_网络语言交际符号与消费者情感及购买意愿的相关性研究(69页)

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文本描述
摘要

自1998年网络购物在中国诞生以来,已经走过了蓬勃发展的16个年头,在可以预

见的未来这种快速增长将得以延续。而如今网购不仅仅成为了一种消费趋势,更成为一

种生活方式。在众多的网购模式中不得不承认c2c模式是最具人气的一种。在c2c网购

的过程中用即时沟通工具与在线客服进行交流是网购过程中很常见一种在线服务方式。

而在沟通的过程中应用表情符号和图像这些非语言类符号也已经成为网购沟通中的最

流行网络语言交际符号。

本文就将以网络语言交际符号作为自变量并着重研究其中非语言符号这一维度基

于S-0-R模型将其看作一种特定的环境刺激物,将购买意愿作为因变量,消费者情感作

为中介变量,性别作为调节变量来研究这些变量之间的相关性。

本研究主要受到现实电商客服工作中多用非语言符号有益于网购客服气氛这一定

性现象启发,通过实验法分两步进行实验。第一步是现实在线环境的实验以定量证明多

用非语言符号对网购意愿产生正面影响这一主效应是否成立。第二步在模拟在线环境的

实验中同样证明主效应是否成立,并对理论推导中找到消费者情感这一中介变量是否起

到中介作用,以及消费者性别是否起到调节作用加以证明。

从两步实验结果中都得出了相比单一用语言符号,多用非语言符号对购买意愿正相

关成立。消费者情感也被证明是完全中介变量。但性别作为网络语言交际符号和消费者

情感之间调节变量调节作用不明显。

目前国内学术界从符号学角度研究网络语言的不多,而应用市场营销学并结合消费

者行为的更是少人问津,对网络语言交际符号特别是非语言符号进行了定量化研究具有

其一定理论研究意义。而且相较国外电商更成熟更忽视在线客服的情况,对国内电商而

言在线客服这一运营链上不可或缺一环的研究结果对此类公司具有一定实际参考价值。

关键词:网络语言交际符号;非语言符号;消费者情感;购买意愿;性别

第n页
华东理工大学硕士学位论文

Network Language Communication Symbol Correlation Research With

Consumers* Emotions and Purchase Intention

to Gender as Regulating Variable

Abstract

Internet shopping was born in China since 1998,has gone through a vigorous development of

16 years,in the foreseeable future to continue through this rapid growth.But now online

shopping not only become a kind of consumption trend, more become a way of life.In

numerous shopping patterns have to admit that is one of the most popular c2c mode.In the

process of c2c e-commerce in instant communication tools communicate with online

customer service is very common in the process of online shaping a way of online

services.And emoticons and image in the process of communication application these

nonverbal symbols have become the most popular network in the online communication

symbols.

In this paper, based on the S - O - R model to network communication symbol as independent

variables and focus on research of nonverbal symbol this dimension as a specific

environmental irritants,will purchase intention as dependent variable, consumer emotion as

intermediary variables, gender as a moderator variable to study the correlation between these

variables.

This research mainly constrained by electric guest service work atmosphere conducive to

online customer service use nonverbal symbols in this qualitative phenomenon, through the

experiment method of experiment in two steps.The first step is to reality environment online

quantitative proof experiment to use nonverbal symbols of online shopping will have a

positive impact that the main effect is established.The second step in the simulation

experiment proves that the main effect of online environment is established, and the

theoretical derivation found in consumer emotion whether the intermediary variables play a

mediating role,and whether consumers gender play a regulatory role to prove them.

From the two step compared to the experimental results are obtained in a single use language

symbols, multi-purpose nonverbal symbols related to purchase intention is

established-Consumer emotion also proved to be completely intermediary variable.But gender

as a moderator variable between network language symbols and consumer emotion is not

obvious.

The current domestic academia research of network language from the perspective of