在此背景下，我国一些企业逐步认识到了微信网络营销的优势，纷纷抢占微信平台产
品营销。然而，如何做好微信网络平台的营销和推广，抢占微信平台庞大的客户群体，
形成企业成功的网络营销模式是当前企业思考的焦点问题。其中，微信客户群的网络
口碑状况对企业营销成败以及典型网络营销模式形成产生关键影响

本文采用文献综述法、调查问卷法和梳理统计方法，从网络口碑质量的内涵、网
络口碑质量的测量指标、消费者购买意愿的概念、消费者购买意愿的形成机制等几个
方面探索网络口碑质量和消费者购买意愿的相关理论，指出国内外研究在微信平台网
络口碑质量领域研究匮乏缺陷，确定本文研究的切入点。论文采用AMOS7.0软件中的结
构化方程对微信平台网络口碑与消费者购买意愿的关系模型进行拟合，并验证了假设
关系的成立。本研究得出如下几个重点结论：第一，采用Pearson相关性方法，探索网
络口碑信息质量（AQ）、网络口碑信息来源可靠性（SR）、产品或服务的感知价值（PV）、
消费者信任（CT）、消费者购买意愿（CP）各维度之间的相关性。结果显示，网络口
碑、消费者购买意愿以及中介变量之间均存在正相关关系，其中消费者购买意愿（CP）
与网络口碑信息质量（AQ）、网络口碑信息来源可靠性（SR）的Pearson相关系数分别
为0.764、0.684，且均通过了5%的显著性水平检验。Pearson相关性检验初步判定了微
信平台网络口碑质量与消费者购买意愿以及中介变量之间存在的正相关关系。第二，
进行整体模型拟合度和路径系数测算，得出整体模型下，各个路径之间的路径系数

研究得出，微信平台网络口碑信息质量与顾客感知价值、消费者信任、消费者购买意
愿之间的的影响系数分别为0.284、0.325、0.185，且均显著。微信平台网络口碑信息
来源可靠性与顾客感知价值、消费者信任、消费者购买意愿之间的影响系数分别为
0.253、0.172、0.421，且均显著。消费者信任对感知价值、消费者购买意愿的影响系
数分别为0.365、0.412，且均显著。消费者感知价值作为中介变量对消费者购买意愿
形成的影响系数为0.152，且均显著。可见，整体模型下微信平台网络口碑质量与消费II
者购买意愿以及中介变量之间存在着正相关关系。第三，进行作用路径与假设检验分
析，验证得出微信平台网络口碑信息质量通过感知价值、消费者信任对购买意愿起正
向影响，微信平台网络口碑信息来源可靠性通过感知价值、消费者信任对购买意愿起
正向影响，消费者信任通过感知价值对消费者购买意愿起正向影响

关键词：微信平台；网络信息质量；结构化方程；正相关；中介效应III
Abstract
WeChat in 2010, tencent launched a smartphone app, in the era of high-speed Internet,
WeChat it changed the traditional way of communication, human WeChat exchange become
the main platform of the new media era public communication. In this background, our
country some enterprise gradually realized the WeChat network marketing advantages, have
been preempted WeChat platform product marketing. However, how to make better marketing
and promotion of WeChat network platform, grab WeChat platform huge customer group,
forms the enterprise successful network marketing model is the focus of the current enterprise
thinking problem. WeChat customer base of iwom conditions to the enterprise marketing
success or failure, and critical impact on the formation of typical network marketing model.
This article uses the method of literature review, questionnaire method and statistical
method, from the connotation of the quality of Internet word of mouth, iwom quality
measurement indicators, the concept of consumer purchase intention, the formation
mechanism of consumer purchase intention to explore iwom quality and consumer purchase
intention of related theory, points out that the domestic and foreign research in the field of
iwom WeChat platform quality lack of defects, determine the starting point of this study.
Paper uses the AMOS7.0 software of structured equation of iwom WeChat platform and
consumer purchase intention of fitting relationship model, and verified the hypothesis
relationship was established. Several key conclusion of this research: first, use the Pearson
correlation method, explore iwom information quality (AQ), iwom information sources (SR)
reliability, product or service perceived value (PV), consumer trust (CT), consumers purchase
intention (CP) of the correlation between each dimension. , according to the results of Internet
word of mouth, consumers purchase intention, and there are positive correlation between
intermediary variables, including the consumer purchase intention (CP) and iwom
information quality (AQ), iwom information source reliability (SR) Pearson correlation
coefficient of 0.764, 0.684 respectively, and have passed the 5% significance level. PearsonIV
correlation test initially determined the iwom WeChat platform and consumer purchase
intention and positive correlation between intermediary variable. Second, the fit of the whole
model and path coefficient is calculated, it is concluded that the overall model, path
coefficient between each path. Study, WeChat platform iwom information quality and
customer perceived value, consumer trust and consumer purchase intention between
coefficient of coefficients were 0.284, 0.325, 0.185, respectively, and were significantly.
WeChat platform iwom information sources between reliability and customer perceived value,
consumer trust influence coefficient coefficient were 0.253, 0.3172, 0.421, respectively, and
were significantly. WeChat platform iwom information consumers trust on perceived value,
the influence of the consumer purchase intention coefficients were 0.365, 0.412, and were
significantly. Customer perceived value as the intermediary variables impact on consumer
purchase intention formation coefficient is 0.152, and were significantly. Visible, the overall
model WeChat platform network word of mouth and consumers purchase intention and
positive correlation exists between the intermediary variable. Third, path and hypothesis
testing analysis, validate that WeChat platform iwom information quality through perceived
value, consumer trust has a positive influence on purchase intention, WeChat platform iwom
information source reliability through perceived value, consumer trust has a positive influence
on purchase intention, consumer trust through perceived value has a positive effect on
consumer purchase intention.
Keyword: WeChat platform; The network information quality; Structural equation;
Positive correlation; The mediation effectV
目 录
摘要......I
Abstract..III
目 录.....V
1 绪论......1
1.1研究背景、目的和意义.1
1.1.1 研究背景1
1.1.2 研究目的1
1.1.3 研究意义1
1.2研究思路和研究内容.....2
1.2.1. 研究思路...........2
1.2.2 研究内容2
1.3研究方法.3
1.3.1 文献综述法........3
1.3.2 问卷调查法........3
1.3.3 数理统计法........3
1.4研究创新点.........4
1.5本章小结.4
2 文献综述........5
2.1网络口碑的研究综述.....5
2.1.1 网络口碑质量的内涵....5
2.1.2. 网络口碑质量的测量指标.......5
2.2消费者购买意愿的研究综述.
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