随着互联网技术的高速发展以及网络消费模式被更多的人们所接受,消费者越来越

多的通过互联网平台来进行产品/服务本身的基本属性以及购买经历和使用经验的信息

沟通,网络口碑由此而生。网络环境下口碑信息的数量巨大、增长迅速,将在很大程度上

影响消费者的认知和评价,网络口碑在影响消费者购买意愿方面也具有越来越重要的参

考价值,对消费者行为中具有重要影响力的口碑效果,正逐渐由实体传播方式转向网络

传播方式。

目前的相关研究多集中于网络口碑的定义和类型、网络口碑的特点、网络口碑的传

播等方面,而在网络口碑对消费者购买意愿影响方面的研究较少,且没有针对于不同专

业性的消费者网络口碑如何对购买意愿产生影响的研究。本文对不同类型的网络口碑进

行分类,分别针对不同专业性程度的消费者进行分析,进而分析消费者对不同网络口碑

的在线信任程度,从而最终研究在线信任程度将会怎样对消费者的购买意愿产生影响。

本研究探讨了网络口碑对消费者购买意愿的影响机制,结合网络口碑类型、消费者

专业性、在线信任、购买意愿四个变量,构建了一个相对比较完整的研究模型,从网络

口碑的类型以及消费者专业性程度的不同出发,同时考虑了消费者专#性的高低对不同

类型网络口碑产生在线信任的调节作用,研究不同类型的网络口碑是否会导致消费者在

线信任程度的不同,继而使消费者的购买意愿产生差异。本文是在前人的研究基础上对

该领域研究的一个拓展,为相关研究提供了新的思路和视角。

通过分析本研究的实证研究结果,结合既有其它研究及企业和市场发展的实际情

况,可以提出对企业具有借鉴参考价值的网络口碑营销策略相关建议。企业在制定市场

营销策略尤其是网络营销策略时,可以针对不同的网络平台和不同的目标客户群体,展

示呈现不同类型的网络口碑,并通过对不同网络口碑和相应的客户群体进行分析,制定

相应策略,提高目标客户群体的购买意愿,从而提升购买率。

关键词:网络口碑;购买意愿;专业性;在线信任

第II页
华东理工大学硕士学位论文

Different types of EWOM effects on consumer purchase intention

Research Based on consumer expertise and online trust

Abstract

With the rapid development of Internet technology and network consumption patterns

are more accepted by people,more and more consumers through the Internet platform for the

basic properties of the product / service itself as well as the purchase and use of information

communication through experience, EWOM arises. Word of mouth information under the

network environment huge amount of rapid growth, will affect consumer perception and

evaluation in large part, and the EWOM's influence becomes more and more important

reference value in consumers purchase intention, the WOM effect which has important

influence on consumer behavior are turning gradually from entity transmission mode to

network transmission mode.

Current research more focuses on the definition, type, the characteristics, and the spread

of EWOM, but in the research of EWOM's influence on consumer purchase intention is

less,and there is no for different professional consumers' EWOM how to affect the purchase

intention. This paper classify the EWOM of different types, respectively according to the

different professional degree of consumer analysis, further analysis of online consumers'

confidence in different EWOM, and ultimately research how the online trust degree influence

consumers' purchase intention.

This research explores the mechanism of the effect of the EWOM on consumer purchase

intention, combined with the EWOM type, consumer expertise, online trust, purchase

intention four variables, construct a relatively complete research model, starting from

different types of EWOM and consumer professional degree,at the same time, considering

the level of consumer professional's regulating effect to online trust on the different types of

EWOM, research whether EWOM of different types will lead to consumer online trust degree

different, then the consumer's purchase intention difference.This is a development on the basis

of previous research in this field, and provides a new thinking and perspective for the relevant

research.

Through analysis the empirical research,combined with the actual situation of both other

research and development of the enterprises and market, can make valuable reference for

enterprises with EWOM marketing strategy recommendations. Enterprises in making

marketing strategies especially the network marketing strategy,can exhibition different types

of EWOM for different network platforms and different target customer groups,develop

appropriate strategies by analysising different types of EWOM and appropriate customer

groups, improve the target group of customers purchase intention, so as to enhance the

purchase rate.

Keywords: Network reputation; Willingness to buy; Professional; Online trust