网络口碑对大学生购买意愿影响的实证研究
|
摘要
21世纪以来互联网技术在推动社会进步、经济繁荣和丰富人类生活等多方面的影响日益凸显和深远，同时互联网的快速发展也深刻影响着人们的消费决策，由于互联网传播可以快速和广泛的传播信息，并且传播成本低廉和能够较好的保护信息传播者和接收者的个人隐私，因此传统的商业口碑信息的传播和接收也从现实生活中逐步转移到了互联网上，消费者和企业主以及政府相关职能部门也更加注重网络口碑的影响，在校大学生是互联网络的弄潮儿，他们不仅是接触网络口碑做多的群体而且在校大学生本身也蕴藏着巨大的消费潜能，本研究旨在探索网络口碑对在校大学生购买意愿的影响。
在国内外相关研究成果的基础上，笔者构建了“网络口碑→大学生感知价值→大学生购买意愿”的模型，通过这一模型的传递作用来研究网络口碑对大学生购买意愿的影响。此外，笔者在研究中还考虑到了网络口碑的传播的方式可能对大学生感知价值的影响。
研究模型分为以下5个部分：（1）网络口碑为自变量，从大学生对各种产品或服务所传播的网络口碑的亲身感受的角度提出，用来分析影响大学生购买意愿的因素。它拥有网络依赖度、网络口碑的关系强度、网络口碑的可信度、网络口碑的专业性、网络口碑的视觉效果、网络口碑的传播语调、网络口碑的传播数量七个维度衡量。（2）大学生感知价值是中介变量，指的是大学生消费者对所接收的产品或服务的网络口碑信息的价值评价，分为安全价值、品牌价值、功能价值、流行价值、情感价值五个维度。（3）网络口碑的传播方式为控制变量，用来衡量网络口碑的传播和接收的载体对于大学生感知价值的影响，采用了微博传播、视频传播和植入式传播（植入传播是指在网络上向消费者推荐产品的时候会将大量的网络口碑植入其中，以便消费者能够更加真实和全面的了解该产品和服务，以下都简称植入传播）三个维度。（4）大学生购买意愿是用来衡量大学生是否会通过模型前端的影响产生购买意愿，是大学生消费者对网络口碑的综合反应作为一个维度。
本次研究以在校学生为主体调查对象，回收有效问卷316份。通过SPSS17.0对数据进行处理、分析，验证研究模型和假设，得到研究结论如下：
（1）口碑接收者的网络依赖度对大学生的感知价值影响并不明显
（2）大学生的感知价值在研究网络口碑对大学生购买意愿的作用过程中起中介作用。
（3）新兴的网络口碑传播方式对大学生感知价值作用明显。
根据研究结论对企业经营者提出的营销建议：企业如果想通过网络口碑获得大学生消费者的青睐，根据本研究的分析应该从两个方面入手，一方面要牢牢把握住网络口碑传播的关键因素即网络传播者与接收者之间的关系强度，网络口碑的视觉效果，网络口碑的专业性和可信度，另一方面要与时俱进利用新兴和流行的信息传播方式微博和视频传播，同时将其他消费者对于该产品的评价巧妙的植入到该产品的宣传当中有助于引起消费者对于该产品的兴趣和增加其信息的可信度。
In the21st century, the Internet technology has greatly promoted social progress,economic development and human life, and its rapid development has made a profoundimpact on people’s purchasing decisions. The Internet, protecting communicator’spersonal privacy, spreads information quickly and widely and costs low；therefore, thespread and reception of traditional business have gradually shifted from real life to theInternet. In addition, consumers, enterprises and relevant government departments alsopay a lot of attention to the impact of IWOM (Internet Word of Mouth). As the majorgroup of the Internet users, college students are not only the major group to distributeand spread the Internet, but also they are the groups who have the tremendous potentialof purchasing. The purpose of this study is going to explore how IWOM affects collegestudents’ purchasing behavior.
On the basis of relevant researches abroad, a model is built in this paper as “IWOM→Quality perception of students→students’ purchasing behavior”. The model helps tofind the role of IWOM that plays on college students purchasing behavior. In addition,this paper takes into consideration the possible impacts on the college students’perceived value by spreading IWOM.
The model is divided into following five parts:(1) IWOM is the independentvariable to analyze the connection between IWOM and college perceived value from theperspective of college students’ purchasing experience. It has seven dimensions:network dependence, the strength of IWOM, the credibility of IWOM, the expertise ofIWOM, the visual effects of IWOM, the tone of spreading IWOM, and the number ofthe spreading IWOM.(2) College students’ perceived value is the intermediary variable,which refers the students’ attitude towards the products and services from the Internet. Itincludes five dimensions: security value, brand value, functional value, popular valueand sentimental value.(3) The way of spreading is the controllable variable used tomeasure how the carrier of IWOM impact the college students’ perceived value. Itadopts three dimensions: micro-blog transmission, video transmission, and implantationtransmission (implantation transmission refers to when products or services are recommended to consumers by networks, a lot of IWOM will be implanted so thatconsumers can be comprehensively understood).(4) College students’ purchasingbehavior is a dimension used to measure whether the front of the model will lead to aconsumption，which is a comprehensive reflection of college students’ attitude towardsIWOM.
The subjects of this study are college students.316valid questionnaires are received.Through SPSS17.0, three conclusions are made acoording to the data analysis, theevidence of the research model and hypothesis as well:(1) IWOM receivers’ Network dependence dose not have obvious effects on collegestudents’ perceived value.(2) College students’ perceived value plays an intermediary role in studying IWOMand students’ purchasing behavior.(3) The emerging way of spreading IWOM has obvious effects on the perceived valueof college students.
Based on the research, some suggestions are given for business marketing:Companies should make efforts to make student consumers purchase their products orservices through IWOM. On the one hand, key factors--the relationship between thetransmitters and receivers, the visual effects of IWOM, the professional reputation andcredibility of IWOM--should be held; on the other hand, popular micro-blog and videoforms should be taken good advantage, as well as implant other consumer’s goodevaluation into the IWOM of products, which will help to arouse the interest ofpotential consumers on their products and increase the credibility of their products’information.
在国内外相关研究成果的基础上，笔者构建了“网络口碑→大学生感知价值→大学生购买意愿”的模型，通过这一模型的传递作用来研究网络口碑对大学生购买意愿的影响。此外，笔者在研究中还考虑到了网络口碑的传播的方式可能对大学生感知价值的影响。
研究模型分为以下5个部分：（1）网络口碑为自变量，从大学生对各种产品或服务所传播的网络口碑的亲身感受的角度提出，用来分析影响大学生购买意愿的因素。它拥有网络依赖度、网络口碑的关系强度、网络口碑的可信度、网络口碑的专业性、网络口碑的视觉效果、网络口碑的传播语调、网络口碑的传播数量七个维度衡量。（2）大学生感知价值是中介变量，指的是大学生消费者对所接收的产品或服务的网络口碑信息的价值评价，分为安全价值、品牌价值、功能价值、流行价值、情感价值五个维度。（3）网络口碑的传播方式为控制变量，用来衡量网络口碑的传播和接收的载体对于大学生感知价值的影响，采用了微博传播、视频传播和植入式传播（植入传播是指在网络上向消费者推荐产品的时候会将大量的网络口碑植入其中，以便消费者能够更加真实和全面的了解该产品和服务，以下都简称植入传播）三个维度。（4）大学生购买意愿是用来衡量大学生是否会通过模型前端的影响产生购买意愿，是大学生消费者对网络口碑的综合反应作为一个维度。
本次研究以在校学生为主体调查对象，回收有效问卷316份。通过SPSS17.0对数据进行处理、分析，验证研究模型和假设，得到研究结论如下：
（1）口碑接收者的网络依赖度对大学生的感知价值影响并不明显
（2）大学生的感知价值在研究网络口碑对大学生购买意愿的作用过程中起中介作用。
（3）新兴的网络口碑传播方式对大学生感知价值作用明显。
根据研究结论对企业经营者提出的营销建议：企业如果想通过网络口碑获得大学生消费者的青睐，根据本研究的分析应该从两个方面入手，一方面要牢牢把握住网络口碑传播的关键因素即网络传播者与接收者之间的关系强度，网络口碑的视觉效果，网络口碑的专业性和可信度，另一方面要与时俱进利用新兴和流行的信息传播方式微博和视频传播，同时将其他消费者对于该产品的评价巧妙的植入到该产品的宣传当中有助于引起消费者对于该产品的兴趣和增加其信息的可信度。
In the21st century, the Internet technology has greatly promoted social progress,economic development and human life, and its rapid development has made a profoundimpact on people’s purchasing decisions. The Internet, protecting communicator’spersonal privacy, spreads information quickly and widely and costs low；therefore, thespread and reception of traditional business have gradually shifted from real life to theInternet. In addition, consumers, enterprises and relevant government departments alsopay a lot of attention to the impact of IWOM (Internet Word of Mouth). As the majorgroup of the Internet users, college students are not only the major group to distributeand spread the Internet, but also they are the groups who have the tremendous potentialof purchasing. The purpose of this study is going to explore how IWOM affects collegestudents’ purchasing behavior.
On the basis of relevant researches abroad, a model is built in this paper as “IWOM→Quality perception of students→students’ purchasing behavior”. The model helps tofind the role of IWOM that plays on college students purchasing behavior. In addition,this paper takes into consideration the possible impacts on the college students’perceived value by spreading IWOM.
The model is divided into following five parts:(1) IWOM is the independentvariable to analyze the connection between IWOM and college perceived value from theperspective of college students’ purchasing experience. It has seven dimensions:network dependence, the strength of IWOM, the credibility of IWOM, the expertise ofIWOM, the visual effects of IWOM, the tone of spreading IWOM, and the number ofthe spreading IWOM.(2) College students’ perceived value is the intermediary variable,which refers the students’ attitude towards the products and services from the Internet. Itincludes five dimensions: security value, brand value, functional value, popular valueand sentimental value.(3) The way of spreading is the controllable variable used tomeasure how the carrier of IWOM impact the college students’ perceived value. Itadopts three dimensions: micro-blog transmission, video transmission, and implantationtransmission (implantation transmission refers to when products or services are recommended to consumers by networks, a lot of IWOM will be implanted so thatconsumers can be comprehensively understood).(4) College students’ purchasingbehavior is a dimension used to measure whether the front of the model will lead to aconsumption，which is a comprehensive reflection of college students’ attitude towardsIWOM.
The subjects of this study are college students.316valid questionnaires are received.Through SPSS17.0, three conclusions are made acoording to the data analysis, theevidence of the research model and hypothesis as well:(1) IWOM receivers’ Network dependence dose not have obvious effects on collegestudents’ perceived value.(2) College students’ perceived value plays an intermediary role in studying IWOMand students’ purchasing behavior.(3) The emerging way of spreading IWOM has obvious effects on the perceived valueof college students.
Based on the research, some suggestions are given for business marketing:Companies should make efforts to make student consumers purchase their products orservices through IWOM. On the one hand, key factors--the relationship between thetransmitters and receivers, the visual effects of IWOM, the professional reputation andcredibility of IWOM--should be held; on the other hand, popular micro-blog and videoforms should be taken good advantage, as well as implant other consumer’s goodevaluation into the IWOM of products, which will help to arouse the interest ofpotential consumers on their products and increase the credibility of their products’information.
引文
[1]2010上半年中国互联网研究调查报告[J]科学与技术,2010.7.1
[2]Stan,D.F.Oline information:Understanding and managingreferral marketing[J].Journal ofStrategie marketing,1997,11(2):24
[3]Chatterjee P.online review:Do Consumers use them?[J].Advaneesin Consumer Researeh,2001，28(9):13.
[4]Carl,J.R.An information Processing theory of consumer choice in electronic business
[M].Addison Wesley Publishing，2002.
[5]钱学成.在线评论对消费者购买意愿影响的理论研究[J].市场与决策，2008,(05).
[6]陈蓓蓓.线上虚拟社区对线下消费行为的影响研究[J].经济与文化.2009,(02).
[7]Sehiffillan,L.G.Online Consumer Behavior[J].Joumal of Business Researeh,2008,48(6):56-59
[8]Palazzo,G.Global Word of mouth through Intemet.[J].Marketing Management,2009，18(5):53.
[9]周晶.网络口碑传播方式的理论研究[J].科学进步与社会文化.2009(10)，38-42.
[10]Hoskins,J.Word-of-mouth Research:Principles and Applications[J].Joumal of AdvertisingReseareh,2007(02):35-40.
[11]金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007,29(22):36一42.
[12]李清芳.负面口碑对手机顾客购买决策的影响的实证研究[D].河北工业大学硕士学位论文:河北工业大学,2010.
[13] Wilkie. Consumer Behavior[M].NewYork: John Wiley&Sons, Inc.1986.
[14] Richins, Marsha L.Word of mouth communication in market [J].Advances in ConsumerResearch,1984,8(6):9-12.
[15] Bert, M. L. Word-of-Mouth impact Consumers [J].Journal of Marketing,1985,21(16):15-19.
[16]黄英、朱顺德.口碑在日用品营销中的应用研究[J].市场导向，2003,(09).
[17]Nicosia,F.M.Consumer decision processes: Word of Mouth and advertisingimplications[M]. Prentice-Hall Englewood Cliffs, NJ,1956.
[18]Boustani, P. Development Using New Products and New Customers: A Role of information[J]. European Journal of Marketing,1991,27(2):17-22.
[19]McKnight D.H. Word of mouth一a good trust way for consumers?[J].Information SystemsResearch,2002,13(3):34-39.
[20] Sundaram, D.S. Internet Word-of-mouth communications:A motivational analysis [J].Advanced in Consumer Research，2004,(25):45-49
[21] Pavlou, P A.Word of mouth information involve in medicine marketing [J]. ManagementScience,1996,(21):178-188.
[22]Orth,U.R. The Differences Between Positive And Negative Word-Of-Mouth Emotion[J].Journalof Marketing,2002,4(5):152-154.
[23] Nyer,P.U.Word of Mouth Marketing[M]. Harvard Business Press.2006.4.
[24] Jonah Bloom.How Smart Companies Get People Talking[M]. Kaplan Business Press.2006.3
[25]Mitchell,A. Three dimensions of word of mouth for purchasing behavior[J].Advances inConsumer Research,1999,16(25):87-99.
[26]Zeithaml, V A. and Bitner, M.J. Word of Mouth how to impact consumers'decesions [J].Journalof Business,2000,22(15):182-187.
[27] Weiner,B. Examining the effection of word of mouth for different products [J].MISQuarterly,1999,29(1):35-57.
[28]王桢阳.口碑营销的影响因素的实证研究[J].现代财经.2004(04)
[29]冯国伟.自动推荐信息对电商用户成交意愿的影响研究[J].市场月刊.理论研究.2009(03)
[30]章晶晶.网络环境下口碑再传播意愿的影响因素研究[D].浙江大学硕士学位论文.2007.
[31]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].山东大学博士论文.2010,(05).
[32] Zikmund, William. Web equity:a framework for building consumer value in onlinecompanies[J].Journal of Consumer Marketing.2002，19(3):231-248
[33]陈志平.B2B购物网站消费者感知互动对态度的影响模式研究[J].浙江大学硕士学位论文,2007,4.
[34]肖斯峻.网站品牌资产对网络购物意向影响的研究[J].浙江大学硕士学位论文,2008.10.
[35] Rogers&Green(2003)Consumer's cognition how to affact consumer a policy decisions[J].California Management Review1984.38(3):102一120.
[36]Andesron，R.&Ponnvaolu，K.Customer loyalty in e-commerce:an exploration of its antecedentsand consequence[J].JoumalofRetailing，2002，78(1):41-50.
[37]张健.如何在B2C电子商务环境下提升顾客的感知价值[J].企业经济月刊，2005(4):136-138
[38]Marsha,L.Relationship quality in services selling:an interpersonal Influenceperspective[J].Journal of Marketing，1990，54(2):68-82.
[38]（美）巴特曼著.《口碑营销新艺术》[M].经济管理出版社.2007.5
[39]祁定江著.《口碑营销》[M].中国社会出版社.2008.1
[40]朱敏，张明星著.《口碑研究体系构建及测量模型研究》[M].经济科学出版社.2009.4
[41]（美）西尔费曼著，关世杰，王金萍，尹苹译.《口碑：营销效果无限放大的秘密》[M].社会科学文献出版社.2005.9
[42]（美）休斯著，李芳龄译.《口碑营销》[M].中国财经出版社.2006.10
[43]张虎主编.《企业公益战略：通过做好事把事情做得更好》[M].中国经济出版社.2010.1
[44]黄荣华著.《感召营销——口碑传播的内在诀窍》[M].中国社会出版社.2008.6
[45张梦霞著.《中国消费者购买意愿的文化价值观动因研究》[M].中国社会出版社.2008.1
[46]刘业政著.《网络消费者行为:理论方法及应用》[M].科学出版社.20011.7
[47]王欣双著.《消费者行为与营销战略》[M].新华出版社，2002.4
[48]韦恩D.霍依尔著,刘伟译.《消费者行为:广告与营销专业人员指南》[M].中国人民大学出版社.2006.9
[49]安格斯迪顿编著.《经济学与消费者行为》[M].中国经济出版社.2007.8
[50]周延风.手机品牌网络口碑营销研究[J].商业经济与管理.2008(05)
[51]钟碧忠.口碑营销概念辨析.商业时代.2010（03）
[52]杜玉华，梁玉.企业口碑营销中的话题策划[J].学习与实践.2009(07)
[53]田雪莹.手机品牌网络口碑营销研究[J].科学决策.2010（01）
[54]银样军.基于博客的网络口碑营销浅析[J].长沙民政职业技术学院学报.2009(06)
[55]郑丽华.网络口碑营销中的诚信问题及解决途径分析[J].山西财经大学学报.2010（03）
[56]张艳芳，张芙蓉.口碑营销组合策略模型构建研究[J].合作经济与科学.2009(02)
[57]冯国生,吕振通.SPSS统计分析与应用[M].机械工业出版社,2010：248.
[58]黄颖.参照群体对大学生产品感知价值和购买意愿的影响[D].江西财经大学硕士论文.2009（06）
[59]张旭.消费者购买决策的研究[D].浙江工商大学硕士论文.2008（06）
[60]朱翊敏.消费者的感知风险及减少风险行为研究[J].广东经济管理.2010(06)
[35]梁华平.网络环境下消费者感知价值的理论剖析[J].重庆科技学院学报.2010(04)
[61]周健.产品伤害危机后销售促进对消费者购买意愿影响研究[J].消费导刊.2008(08)
[62]左石华.消费者感知价值因素分析[J].中小企业管理与科技.2009（04）
[63]刘军伟，郑小明.基于消费者感知价值的品牌忠诚研究[J].企业经济.2009(07)
[64]蒋丽娜.冲动性消费行为内在机制研究述评[J].商场现代化.2008(09)
[65]钟宏武.大学生消费心理和消费行为的研究[J].中国工业经济.2007(02)
[66]孙万欣.基于本体的网络消费行为模型研究[J].特区经济.2010(03)
[2]Stan,D.F.Oline information:Understanding and managingreferral marketing[J].Journal ofStrategie marketing,1997,11(2):24
[3]Chatterjee P.online review:Do Consumers use them?[J].Advaneesin Consumer Researeh,2001，28(9):13.
[4]Carl,J.R.An information Processing theory of consumer choice in electronic business
[M].Addison Wesley Publishing，2002.
[5]钱学成.在线评论对消费者购买意愿影响的理论研究[J].市场与决策，2008,(05).
[6]陈蓓蓓.线上虚拟社区对线下消费行为的影响研究[J].经济与文化.2009,(02).
[7]Sehiffillan,L.G.Online Consumer Behavior[J].Joumal of Business Researeh,2008,48(6):56-59
[8]Palazzo,G.Global Word of mouth through Intemet.[J].Marketing Management,2009，18(5):53.
[9]周晶.网络口碑传播方式的理论研究[J].科学进步与社会文化.2009(10)，38-42.
[10]Hoskins,J.Word-of-mouth Research:Principles and Applications[J].Joumal of AdvertisingReseareh,2007(02):35-40.
[11]金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007,29(22):36一42.
[12]李清芳.负面口碑对手机顾客购买决策的影响的实证研究[D].河北工业大学硕士学位论文:河北工业大学,2010.
[13] Wilkie. Consumer Behavior[M].NewYork: John Wiley&Sons, Inc.1986.
[14] Richins, Marsha L.Word of mouth communication in market [J].Advances in ConsumerResearch,1984,8(6):9-12.
[15] Bert, M. L. Word-of-Mouth impact Consumers [J].Journal of Marketing,1985,21(16):15-19.
[16]黄英、朱顺德.口碑在日用品营销中的应用研究[J].市场导向，2003,(09).
[17]Nicosia,F.M.Consumer decision processes: Word of Mouth and advertisingimplications[M]. Prentice-Hall Englewood Cliffs, NJ,1956.
[18]Boustani, P. Development Using New Products and New Customers: A Role of information[J]. European Journal of Marketing,1991,27(2):17-22.
[19]McKnight D.H. Word of mouth一a good trust way for consumers?[J].Information SystemsResearch,2002,13(3):34-39.
[20] Sundaram, D.S. Internet Word-of-mouth communications:A motivational analysis [J].Advanced in Consumer Research，2004,(25):45-49
[21] Pavlou, P A.Word of mouth information involve in medicine marketing [J]. ManagementScience,1996,(21):178-188.
[22]Orth,U.R. The Differences Between Positive And Negative Word-Of-Mouth Emotion[J].Journalof Marketing,2002,4(5):152-154.
[23] Nyer,P.U.Word of Mouth Marketing[M]. Harvard Business Press.2006.4.
[24] Jonah Bloom.How Smart Companies Get People Talking[M]. Kaplan Business Press.2006.3
[25]Mitchell,A. Three dimensions of word of mouth for purchasing behavior[J].Advances inConsumer Research,1999,16(25):87-99.
[26]Zeithaml, V A. and Bitner, M.J. Word of Mouth how to impact consumers'decesions [J].Journalof Business,2000,22(15):182-187.
[27] Weiner,B. Examining the effection of word of mouth for different products [J].MISQuarterly,1999,29(1):35-57.
[28]王桢阳.口碑营销的影响因素的实证研究[J].现代财经.2004(04)
[29]冯国伟.自动推荐信息对电商用户成交意愿的影响研究[J].市场月刊.理论研究.2009(03)
[30]章晶晶.网络环境下口碑再传播意愿的影响因素研究[D].浙江大学硕士学位论文.2007.
[31]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].山东大学博士论文.2010,(05).
[32] Zikmund, William. Web equity:a framework for building consumer value in onlinecompanies[J].Journal of Consumer Marketing.2002，19(3):231-248
[33]陈志平.B2B购物网站消费者感知互动对态度的影响模式研究[J].浙江大学硕士学位论文,2007,4.
[34]肖斯峻.网站品牌资产对网络购物意向影响的研究[J].浙江大学硕士学位论文,2008.10.
[35] Rogers&Green(2003)Consumer's cognition how to affact consumer a policy decisions[J].California Management Review1984.38(3):102一120.
[36]Andesron，R.&Ponnvaolu，K.Customer loyalty in e-commerce:an exploration of its antecedentsand consequence[J].JoumalofRetailing，2002，78(1):41-50.
[37]张健.如何在B2C电子商务环境下提升顾客的感知价值[J].企业经济月刊，2005(4):136-138
[38]Marsha,L.Relationship quality in services selling:an interpersonal Influenceperspective[J].Journal of Marketing，1990，54(2):68-82.
[38]（美）巴特曼著.《口碑营销新艺术》[M].经济管理出版社.2007.5
[39]祁定江著.《口碑营销》[M].中国社会出版社.2008.1
[40]朱敏，张明星著.《口碑研究体系构建及测量模型研究》[M].经济科学出版社.2009.4
[41]（美）西尔费曼著，关世杰，王金萍，尹苹译.《口碑：营销效果无限放大的秘密》[M].社会科学文献出版社.2005.9
[42]（美）休斯著，李芳龄译.《口碑营销》[M].中国财经出版社.2006.10
[43]张虎主编.《企业公益战略：通过做好事把事情做得更好》[M].中国经济出版社.2010.1
[44]黄荣华著.《感召营销——口碑传播的内在诀窍》[M].中国社会出版社.2008.6
[45张梦霞著.《中国消费者购买意愿的文化价值观动因研究》[M].中国社会出版社.2008.1
[46]刘业政著.《网络消费者行为:理论方法及应用》[M].科学出版社.20011.7
[47]王欣双著.《消费者行为与营销战略》[M].新华出版社，2002.4
[48]韦恩D.霍依尔著,刘伟译.《消费者行为:广告与营销专业人员指南》[M].中国人民大学出版社.2006.9
[49]安格斯迪顿编著.《经济学与消费者行为》[M].中国经济出版社.2007.8
[50]周延风.手机品牌网络口碑营销研究[J].商业经济与管理.2008(05)
[51]钟碧忠.口碑营销概念辨析.商业时代.2010（03）
[52]杜玉华，梁玉.企业口碑营销中的话题策划[J].学习与实践.2009(07)
[53]田雪莹.手机品牌网络口碑营销研究[J].科学决策.2010（01）
[54]银样军.基于博客的网络口碑营销浅析[J].长沙民政职业技术学院学报.2009(06)
[55]郑丽华.网络口碑营销中的诚信问题及解决途径分析[J].山西财经大学学报.2010（03）
[56]张艳芳，张芙蓉.口碑营销组合策略模型构建研究[J].合作经济与科学.2009(02)
[57]冯国生,吕振通.SPSS统计分析与应用[M].机械工业出版社,2010：248.
[58]黄颖.参照群体对大学生产品感知价值和购买意愿的影响[D].江西财经大学硕士论文.2009（06）
[59]张旭.消费者购买决策的研究[D].浙江工商大学硕士论文.2008（06）
[60]朱翊敏.消费者的感知风险及减少风险行为研究[J].广东经济管理.2010(06)
[35]梁华平.网络环境下消费者感知价值的理论剖析[J].重庆科技学院学报.2010(04)
[61]周健.产品伤害危机后销售促进对消费者购买意愿影响研究[J].消费导刊.2008(08)
[62]左石华.消费者感知价值因素分析[J].中小企业管理与科技.2009（04）
[63]刘军伟，郑小明.基于消费者感知价值的品牌忠诚研究[J].企业经济.2009(07)
[64]蒋丽娜.冲动性消费行为内在机制研究述评[J].商场现代化.2008(09)
[65]钟宏武.大学生消费心理和消费行为的研究[J].中国工业经济.2007(02)
[66]孙万欣.基于本体的网络消费行为模型研究[J].特区经济.2010(03)