网络口碑对女性化妆品购买决策的影响研究

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3.0 李佳 2024-09-20 4 4 847.31KB 129 页 150积分

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浙江财经学院硕士学位论文

摘要

以往的研究已经证明，口碑对于消费者的购买决策有着显著的影响。与人员

推销和报纸、杂志、广播电视中的广告宣传相比，口碑对消费者购买决策的影响

效用更大。随着信息技术的发展，网络使用人数的增多，以互联网为媒介的口碑

——网络口碑的产生，其影响力也逐渐体现。越来越多的消费者依靠网络沟通获

取口碑信息，帮助他们做出更好的购买决策。如何利用网络口碑营销逐渐成为营

销人员和研究学者关注的热点话题。

通过对国内外研究文献的归纳可以发现，现有的关于网络口碑的研究可以归

为三类：（1）消费者为什么会主动传播网络口碑？（2）网络口碑究竟如何影响

消费者购买决策？（3）网络口碑对消费者购买决策的影响到底有大？本文主要探

讨其中的第二类，网络口碑对消费者购买决策的影响。女性消费者掌握了 80%的消

费决策权，被视为是消费市场中最具有潜力的购买主力。因此，本文着重研究网

络口碑对女性消费者购买决策的影响。以女性化妆品购买者为对象，将女性化妆

品购买者的购买特质与网络口碑的传播影响结合起来，探讨网络口碑对女性消费

者的购买决策影响和作用机理，通过构建模型，借助调查得到的样本数据，进行

实证数据分析和假设检验，得出一系列研究结论，为企业针对女性消费者进行网

络口碑营销提供理论和实践指导。具体如下：

本文主要借鉴 Sussman 和Siegal（2003）所提出的信息采纳模型，从前因变量、

中介变量和路径分析三方面探讨网络口碑对女性消费者购买决策的影响。其中，

选取网络口碑质量（包括相关性、全面性和及时性三个维度）和来源可信度（包

括网站可靠性、发布者可靠性和发布者专业性三个维度）为前因变量，引入网络

口碑感知可信性和有用性为中介变量，借鉴消费者产品涉入和专业知识为调节变

量进行路径分析。从结构方程角度对本文所提出的研究模型进行检验与修正，通

过深度访谈进一步确认研究结果。得出以下主要结论：（1）女性消费者对网络口

碑的感知有用性和可信性在网络口碑对购买决策的影响中起着重要的中介作用，

即：女性消费者是否会采纳网络口碑做出购买决策，关键在对所搜寻到的网络口

碑的感知有用性和可信性，因而这种影响具有主观性和个体差异性。（2）网络口

碑质量（包括相关性、全面性、及时性三个维度）和来源可信度（发布者专业性、

发布者可信性）显著的正向影响着女性消费者对网络口碑的感知可信性与有用性，

因而这种影响具有客观性和普遍性。但其受制于消费者的主观认知，即：女性消

费者认为网络口碑质量和来源可信度越高，其对网络口碑的可信性和有用性感知

越强烈。（3）女性消费者产品涉入和专业知识在网络口碑质量、来源可信度与网

浙江财经学院硕士学位论文

络口碑感知有用性、网络口碑感知可信性中起到一定的调节作用。对于产品涉入

度较高和专业知识较丰富的女性消费者，网络口碑质量对她们信息感知的有用性

和可信性影响更大；相反，对于产品涉入较低和专业知识较贫乏的女性消费者，

来源可信度对她们信息感知的有用性和可信性的影响更大，并最终影响到网络口

碑对女性化妆品购买决策的影响。

最后，本文针对化妆品的特点，就目前企业如何在女性消费市场利用网络口

碑进行营销，提出以下建议：（1）重视网络口碑，建立一套有效地管理化妆品

网站的机制与措施。（2）提高网络口碑质量，实行长期监控。（3）加强来源可信

度，利用意见领袖在虚拟社区中的影响力，开展网络口碑营销。（4）通过网络会

员制度和社群的建立，普及专业知识，提升产品涉入度。既丰富女性消费者对于

本企业化妆品的专业知识，又提高她们对化妆品的涉入度，最终实现企业网络口

碑传播营销和促销效果。

关键词：信息采纳模型；网络口碑；女性化妆品；消费者购买决策；实证研究

浙江财经学院硕士学位论文

III

Abstract

Previous researches have shown that word-of-mouth has a significant impact on

consumers’ purchase decision. Compared with personal selling, newspapers advertising,

magazines advertising and TV advertising, the influence of word-of-mouth is greater.

With the development of information technology, the number of network usage is

increasing. In the computer-mediated group communication, electronic word-of-mouth

has generated which is a new form of wor-of-mouth, and its influence is increasingly

reflecting. More and more consumers rely on the eWOM to make better buying decision.

Therefore, the effective use of eWOM marketing has become a hot topic in academia

and industry.

Considerable research has been directed at better understanding the antecedents

and consequences of electronic word-of-mouth （eWOM）. The existing literatures can

be classified into three streams: The first focuses on the reasons why consumers

proactively spread the eWOM about products and services they have experienced.

Second，many studies focus on how eWOM influence consumers’ purchase decision and

pay more attention to the process. Third，in most research, data are collected to verify

the final outcome of eWOM communications. In this paper, we choose the second

stream to explore. At the present, female consumers have mastered 80% consumption

power and have been regarded as the most potential purchaser. Thus, we maily study the

effect of eWOM on female customers’ purchase decisions, especially on who has

purchased cosmetics. In the research, we combine the female’ buying characteristics

with the influence of eWOM to understand the mechanism. By constructing model，

collecting data and testing hypothesis, we have got a series of results which can supply

theoretical and practical guidance for companies to carry on eWOM marketing. As

follows:

In this paper, we construct a new model which learn from the Information

Adoption Model which proposed by Sussman and Siegal in 2003. In the new model, we

have three aspects to explore the effect of eWOM. There are information quality as

antecedents, source credibility as mediator, expertise and involvement as moderator. In

addition, we set up and test a structural equation model, and supplemented by depth

interviews to confirm the results of this research.

By means of research, conclusions are elicited as follows: First, female customers’

浙江财经学院硕士学位论文

perceived usefulness and credibility of eWOM which they searched on the Internet

playing a mediating role in their purchase decision. That is, whether the female

customers will adopt eWOM to make the purchase decision-making depend on their

perceived usefulness and credibility of the information. Moreover, this influence is

subjective and individual difference. Second, eWOM quality and source credibility

impacts positively and significantly on female customers’ perceived usefulness and

credibility, and the effect is objectivity and universality. However, it is also subject to

female customers’ subjective perception. Generally, the better they think the eWOM

quality and source credibility, the stronger their perceived usefulness and credibility of

the information will be. Third, the female consumers’ expertise and cosmetics

involvement play an important role in adjusting the relationship between eWOM quality

and source credibility and perceived usefulness and credibility. The higher their product

involvement are or the richer their expertise are, the stronger their perceived usefulness

and credibility will be, and vice versa.

Finally, with the cosmetics feature, this paper points out several segments of good

eWOM marketing for catering to female consumers. There are: First, the companies

should have a high regard to eWOM, and establish an effective mechanism and

measures to manage the cosmetics sites. Second, it is necessary to improve eWOM

quality and ensure a long-term monitoring.Third, strengthening the source credibility,

using the influence of opinion leaders in the virtual communities to carry out eWOM

marketing.The last, by setting up the membership system and virtual community

through the network to popularize female customers’ cosmetics knowledge and promote

their product involvement. After doing so, not only rich the female customers’ expertise,

but also increase their involvement to the company’s cosmetics, and achieve the

successful sales of eWOM marketing ultimately.

Keyword: Information adoption model; Electronic word-of-mouth; Female cosmetics;

Consumer purchase decision; Empirical research

浙江财经学院硕士学位论文

第一章绪论 .................................................................................................................... 1

第一节研究背景与动机 ............................................................................................... 1

第二节研究目的与问题 ............................................................................................... 3

第三节研究意义与创新点 ........................................................................................... 4

第四节研究方法与结构安排 ....................................................................................... 5

第二章文献综述和理论基础 ........................................................................................ 8

第一节国内外口碑研究的文献综述 ........................................................................... 8

第二节国内外网络口碑研究的文献综述 ................................................................. 13

第三节传统口碑与网络口碑研究的对比分析与评述 ............................................. 22

第四节网络口碑对消费者影响的理论基础 ............................................................. 25

第三章研究设计 .......................................................................................................... 34

第一节研究架构 ......................................................................................................... 34

第二节假设提出 ......................................................................................................... 36

第三节变量的操作性定义 ......................................................................................... 43

第四节问卷设计与发放 ............................................................................................. 47

第五节研究前测 ......................................................................................................... 49

第四章统计分析 .......................................................................................................... 53

第一节样本构成与描述性统计分析 ......................................................................... 53

第二节信度和效度分析 ............................................................................................. 57

第三节方差分析 ......................................................................................................... 62

第四节相关分析 ......................................................................................................... 63

第五节回归分析 ......................................................................................................... 64

第六节中介效应分析 ................................................................................................. 72

第七节调节效应分析 ................................................................................................. 76

第八节研究假设验证结果 ......................................................................................... 85

第九节结构方程模型分析 ......................................................................................... 87

第五章深度访谈 .......................................................................................................... 97

第一节女性消费者特质分析 ..................................................................................... 97

第二节传播说服影响分析 ......................................................................................... 98

第六章结论与建议 .................................................................................................... 104

第一节研究结论分析 ............................................................................................... 104

第二节营销建议 ....................................................................................................... 107

第三节研究限制与未来建议 ....................................................................................110

参考文献 .......................................................................................................................112

附录 1：调查问卷 ....................................................................................................... 122

附录 2：深度访谈题纲 ............................................................................................... 126

附录 3：在读期间公开发表的学术论文及参加的科研项目 ................................... 127

致谢 .............................................................................................................................. 128

浙江财经学院硕士学位论文

图目录

图1-1 本文的研究框架 ................................................................................................. 7

图2-1 传统口碑对消费者影响的因素模式 ............................................................... 24

图2-2 网络口碑对消费者影响的因素模式................................................................ 24

图2-3 技术接受模型 ................................................................................................... 30

图2-4 信息采纳模型 ................................................................................................... 30

图2-5 修正后的信息采纳模型 ................................................................................... 31

图2-6 口碑对消费者决策影响模式 ........................................................................... 31

图3-1 研究模型 ........................................................................................................... 36

图4-1 女性消费者对产品评价的搜寻情况 ............................................................... 55

图4-2 女性消费者对网络口碑数量的态度 ............................................................... 55

图4-3 女性消费者对正面网络口碑的态度 ............................................................... 56

图4-4 女性消费者对负面网络口碑的态度 ............................................................... 56

图4-5 女性消费者接受网络口碑承载的网站类型 ................................................... 56

图4-6 中介效应............................................................................................................ 72

图4-7 调节效应 ........................................................................................................... 76

图4-8 网络口碑质量二阶验证因子 ........................................................................... 89

图4-9 来源可信度二阶验证因子 ............................................................................... 90

图4-10 初始模型M1.................................................................................................... 92

图4-11 修正模型M2.................................................................................................... 94

图4-12 本研究最终确定模型 ..................................................................................... 96

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摘要：

浙江财经学院硕士学位论文I摘要以往的研究已经证明，口碑对于消费者的购买决策有着显著的影响。与人员推销和报纸、杂志、广播电视中的广告宣传相比，口碑对消费者购买决策的影响效用更大。随着信息技术的发展，网络使用人数的增多，以互联网为媒介的口碑——网络口碑的产生，其影响力也逐渐体现。越来越多的消费者依靠网络沟通获取口碑信息，帮助他们做出更好的购买决策。如何利用网络口碑营销逐渐成为营销人员和研究学者关注的热点话题。通过对国内外研究文献的归纳可以发现，现有的关于网络口碑的研究可以归为三类：（1）消费者为什么会主动传播网络口碑？（2）网络口碑究竟如何影响消费者购买决策？（3）网络口碑对消费者购买决策的影响到...

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