负面网络口碑对高校学生品牌态度的影响研究
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摘要
口碑被现代营销人士视为当今世界最廉价的信息传播工具和高可信度的宣传媒介,有关传播对消费者态度和行为影响的研究发现,口碑传播的影响力比媒介广告的影响力高七倍,比人员推销的影响力高四倍。消费者转换品牌更多是受到口碑传播的影响,在促使消费者态度由否定、中立到肯定的转变过程中,口碑传播所起的作用则是广告的九倍。本研究将负面口碑与品牌态度结合起来,探索研究负面网络口碑对高校学生品牌态度的影响作用。
本研究共分五部分:第一部分介绍了本研究的研究背景、研究的目的和意义和研究内容和分析框架,以及研究方法与主要创新点。第二部分是对国内外相关文献的回顾与梳理,并据此对文献做了相关述评。第三部分是负面网络口碑对高校学生品牌态度影响的模型构建,包括理论模型研究框架与研究假设,调研设计,分析方法设计。第四部分是数据与分析,分别进行了描述性统计分析,数据可靠性分析、概念模型分析与假设检验。第五部分是讨论、结论与建议。包括了概念模型中各变量的关系分析和解释,主要研究结论的归纳和建设性建议,最后提出了研究的局限性和后续的研究方向。
本研究的重点是:探讨在不同调节变量影响下,负面网络口碑对消费者品牌态度改变的影响。在文献回顾与整理的基础上,本文采用实证研究的方法对负面网络口碑对品牌态度影响作用进行了探索分析,并对所构建的理论模型进行了假设检验和修正。得出的结论是:负面网络口碑对高校学生品牌态度的变化具有显著影响。消费者专业能力、涉入程度和信任作为中介变量对由负面口碑引起的品牌态度的变化起调节作用。
本研究的创新点主要有:在研究视角上,本文将口碑传播与网络营销结合起来,通过定性和定量分析来衡量大学生的消费行为受到负面网络口碑影响的大小。将心理学和传播学理论引入营销研究中,选取了信任、涉入程度、消费者专业能力作中介调节变量,测量在品牌态度变化中它们所起的局部性作用;在研究方法上,分别从三个维度设计了“触网程度”这个外围变量,用单因素方差分析验证这三个维度对各变量及品牌态度变化的影响。
Word of mouth is considered as the cheapest communication tool and media that people trust most. Some researches found that, the influence of WOM is seven times higher than media advertisement and four times higher than salesmanship. The reason why consumer changes brands is more influenced by WOM than by advertisement。In the course of changing consumer's attitudes, the effect of WOM is nine times of the advertisements. The study combines the negative WOM and the brand attitude,explores the impact which the negative on-line WOM effects to the brand attitude of the college students.
WOM messages include three valences: positive WOM, negative WOM, and two-sided WOM. There are a lot of researches which focus on contrasting the influences of different WOM information. It was found that negative information is more informative than positive information, in the sense that it helps consumers discriminate between low-and high-quality products. Also some other researches found that two-sided WOM is more persuasive .
This research wants to discuss the different influence on consumer's brand attitudes on the basis of negative eWOM, with different moderators. Such as the tone of negative trust and inlovement WOM(eWOM).This research is based on the literature review of WOM, involvement and related issues. An empirical method is used to analyze the factors influencing consumer's brand attitude and grope for how WOM affects consumer's brand attitude.
This study is divided into five parts: The first part of this study is the research background, the purpose and significance of research and research and analysis framework, The second part is the Review of the relevant literature. The third part is negative word-of-mouth of college students brand attitude of model building, including theoretical models and research on the framework of assumptions, research design, analysis design. The fourth part of is data and analysis, conducted descriptive statistical analysis, data reliability analysis, conceptual model analysis and hypothesis testing. Part five of the discussions, conclusions and recommendations.
This study focused on the regulation of the different variables under the influence of negative word-of-mouth for consumers brand changes of attitude. Review in the literature on the basis of this empirical research using the method of negative Word of mouth of the brand attitude to explore the role of impact analysis, and by constructing a model of the theory and hypothesis testing amendment. Come to the conclusion that: negative word-of-mouth network of college students change in attitude of the brand has significant impact. Consumer professional ability, involvement and trust as an intermediary variables caused by the negative reputation of the brand attitude change from regulation.
In this study the innovations are: First, the research perspective, this article will spread word-of-mouth marketing combined with the network. Psychology and communication will be the introduction of management theory and marketing research, select and the introduction of a trust, involvement, the ability of consumers of these professional intermediaries adjustment variables, measuring brand attitude change in the course of them played by the local Role. Secondly, the study methods, the three dimensional design from the "net level" model of external variables, single-factor analysis of variance with the verification of these three dimensions of the variables and brand attitude change.
本研究共分五部分:第一部分介绍了本研究的研究背景、研究的目的和意义和研究内容和分析框架,以及研究方法与主要创新点。第二部分是对国内外相关文献的回顾与梳理,并据此对文献做了相关述评。第三部分是负面网络口碑对高校学生品牌态度影响的模型构建,包括理论模型研究框架与研究假设,调研设计,分析方法设计。第四部分是数据与分析,分别进行了描述性统计分析,数据可靠性分析、概念模型分析与假设检验。第五部分是讨论、结论与建议。包括了概念模型中各变量的关系分析和解释,主要研究结论的归纳和建设性建议,最后提出了研究的局限性和后续的研究方向。
本研究的重点是:探讨在不同调节变量影响下,负面网络口碑对消费者品牌态度改变的影响。在文献回顾与整理的基础上,本文采用实证研究的方法对负面网络口碑对品牌态度影响作用进行了探索分析,并对所构建的理论模型进行了假设检验和修正。得出的结论是:负面网络口碑对高校学生品牌态度的变化具有显著影响。消费者专业能力、涉入程度和信任作为中介变量对由负面口碑引起的品牌态度的变化起调节作用。
本研究的创新点主要有:在研究视角上,本文将口碑传播与网络营销结合起来,通过定性和定量分析来衡量大学生的消费行为受到负面网络口碑影响的大小。将心理学和传播学理论引入营销研究中,选取了信任、涉入程度、消费者专业能力作中介调节变量,测量在品牌态度变化中它们所起的局部性作用;在研究方法上,分别从三个维度设计了“触网程度”这个外围变量,用单因素方差分析验证这三个维度对各变量及品牌态度变化的影响。
Word of mouth is considered as the cheapest communication tool and media that people trust most. Some researches found that, the influence of WOM is seven times higher than media advertisement and four times higher than salesmanship. The reason why consumer changes brands is more influenced by WOM than by advertisement。In the course of changing consumer's attitudes, the effect of WOM is nine times of the advertisements. The study combines the negative WOM and the brand attitude,explores the impact which the negative on-line WOM effects to the brand attitude of the college students.
WOM messages include three valences: positive WOM, negative WOM, and two-sided WOM. There are a lot of researches which focus on contrasting the influences of different WOM information. It was found that negative information is more informative than positive information, in the sense that it helps consumers discriminate between low-and high-quality products. Also some other researches found that two-sided WOM is more persuasive .
This research wants to discuss the different influence on consumer's brand attitudes on the basis of negative eWOM, with different moderators. Such as the tone of negative trust and inlovement WOM(eWOM).This research is based on the literature review of WOM, involvement and related issues. An empirical method is used to analyze the factors influencing consumer's brand attitude and grope for how WOM affects consumer's brand attitude.
This study is divided into five parts: The first part of this study is the research background, the purpose and significance of research and research and analysis framework, The second part is the Review of the relevant literature. The third part is negative word-of-mouth of college students brand attitude of model building, including theoretical models and research on the framework of assumptions, research design, analysis design. The fourth part of is data and analysis, conducted descriptive statistical analysis, data reliability analysis, conceptual model analysis and hypothesis testing. Part five of the discussions, conclusions and recommendations.
This study focused on the regulation of the different variables under the influence of negative word-of-mouth for consumers brand changes of attitude. Review in the literature on the basis of this empirical research using the method of negative Word of mouth of the brand attitude to explore the role of impact analysis, and by constructing a model of the theory and hypothesis testing amendment. Come to the conclusion that: negative word-of-mouth network of college students change in attitude of the brand has significant impact. Consumer professional ability, involvement and trust as an intermediary variables caused by the negative reputation of the brand attitude change from regulation.
In this study the innovations are: First, the research perspective, this article will spread word-of-mouth marketing combined with the network. Psychology and communication will be the introduction of management theory and marketing research, select and the introduction of a trust, involvement, the ability of consumers of these professional intermediaries adjustment variables, measuring brand attitude change in the course of them played by the local Role. Secondly, the study methods, the three dimensional design from the "net level" model of external variables, single-factor analysis of variance with the verification of these three dimensions of the variables and brand attitude change.
引文
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2.陈亭羽.消费者对于网路商品之涉入程度探讨[J].2003年电子商务研讨会会刊,2003,(4):1901
3.陈莹.媒体广告的黄金搭档——口碑营销[J].商业经济,2004,(11):86
4.陈志红.浅析口碑营销与商业道德[J].市场周刊·管理探索,2004,(10):120
5.高翔.口碑传播理论及对营销的实践意义[J].市场营销,2002,(7):8
6.胡娟.大学生消费心理和消费行为的研究,心理科学,2003,297
7.胡琳丽.归因认知过程研究[D].山东师范大学,2002
8.黄劲松,赵平.品牌熟悉对广告过程中品牌态度改变的影响.心理科学,2006,29(4):970-972
9.黄孝俊,徐伟青.口碑传播的基本研究取向[J].浙江大学学报(人文社会科学版),2004,(1):125
10.黄英,朱顺德.21世纪的口碑营销及其在中国的发展潜力[J].管理现代化,2003,(6):33
11.李东进,金玉华,秦勇.WOM信息依赖性及其影响因素的实证研究——以[38]我国消费者为例,管理学报,Vol.2,No.1,2005,90-97
12.李东进.消费者搜寻信息努力与影响因素的实证研究——以广告媒体为中心[J].南开管理评论,2000,(4):52
13.李东进.我国消费者搜寻信息行为调查研究——以天津市消费者为例[J].消费经济,2000,(6):45
14.林清州.广告讯息正反性、广告主可信度、讯息涉入与广告效果之关系,台湾国立政治大学企业管理研究所硕士论文,1983,28
15.彭慧蓉.大学生消费者行为研究[D].华中农业大学,2004
16.谭华青.大学生的消费决策风格及其与人格的关系研究[D].江西师范大学,2005
17.陶海青.社会网络中的知识传递[J].经济管理(新管理),2004,(6):77
18.陶卉,王长久.企业口碑营销管理的优化[J].辽宁工程技术大学学报(社会科学版),2005,(7):387
19.童清艳.信息时代媒介受众的认知结构分析[J].新闻与传播研究,2000,(4):15
20.王德胜.论口碑营销及其策略运用[J].工业论坛,2005,(3):63
21.韦桂华.现代口碑营销[J].中国名牌,2002,(4):4
22.吴淑莺,黄淑玲.影响消费者对咖啡连锁店涉入程度之前因及结果实证研究[J].中华管理评论,2003,(8):136
23.徐伟青,黄孝俊.口碑传播的影响力要素及其对营销创新的启示[J].外国经济与管理,2004,(6):26
24.许利华.营销传橘的另一种思维——口碑传播[J].江苏商论,2003,(10):147
25.姚山季.口碑营销——造就产品品牌的另类方法[J].宿州学院学报,2005,(4):117
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