顾客公民行为对购买意愿影响因素研究
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摘要
从传统的广告营销到当下网络营销,随着互联网信息不断完善,搜索引擎优化、商品推广解决方案、电子邮件营销、事件营销、论坛推广等等,各种营销方式层出不尽。消费者面对铺天盖地的各类广告,怎么从海量信息中搜索到满足自己需求的广告,并愿意为此花钱消费,不仅使消费者烦恼不已,也是企业的一大难题。
越来越多的顾客从外界获取信息发生购买行为后,通过各种方式发布自己的体验感想,后者的顾客接受到外界的推荐、帮助、反馈等信息,影响了自己的购买意愿,在产生购买意愿的同时也受到消费者对自身判断的影响。
目前,顾客向其他顾客作出推荐、帮助、反馈的顾客公民行为已经引起国外学者的关注和重视,但国内的相关研究尚处于起步阶段,而且均将其作为因变量研究。因此,本文将其作为自变量进行研究,得出的结论可以为顾客公民行为理论与实践的发展做出一定的贡献。
本文首先回顾了有关顾客公民行为、自我效能和购买意愿的文献资料;然后,在现有理论和研究结论的基础上,作出研究模型、提出假设、测试小样本,对问卷进行调整;最后,根据正式问卷搜集的数据,利用SPSS13.0进行分析得出结论,并对此作出对未来研究展望,为现有理论与实践作出一定的研究贡献。研究成果分为三点:
第一:本论文在研究、借鉴了顾客公民行为、自我效能、购买意愿的成熟量表之后,针对本论文研究的范围内,编写了新量表,并通过小样本搜集的数据,对问卷的信度和效度进行了检验,删减和修正了效果一致性差的题项,增强了问卷的有效性和一致性,得出正式问卷。
第二:通过实证研究探讨了顾客公民行为的三个维度分别与购买意愿的关系,对购买意愿的贡献度由高到低依次为推荐、反馈、帮助,可以看出推荐对购买意愿的影响最大。
第三:通过实证研究进一步探讨了自我效能在顾客公民行为和购买意愿之间的调节作用,在顾客公民行为的三个维度(推荐、反馈、帮助)分别对购买意愿产生影响的过程中,自我效能对其产生了不同程度的调节作用。
From the traditional advertising marketing to the current network marketing, all kinds of different ways are spreading with the constantly improving Internet information, such as search engine optimization, commodity promotion solution, email direct marketing, event marketing, forum promotion, etc,. What bothers not only consumers but company is that how to search for useful information from the mass, meet their needs and consume.
More and more customers purchase and post their own experience after obtain information from the outside world. Receiving outside recommend, help, feedback information affects the latter customers’purchase intention, at the same time, also on their own judgment.
At present, the customer to other the customer to make a recommendation, help, feedback customers citizen behavior had caused the attention of foreign scholars, but domestic related research infancy, as the dependent variable research. Therefore, as independent variables, this paper is contributing to the conclusion of the customer citizenship behavior for the development of theory and practice.
First, review theories of the customer citizenship behavior, self-efficacy and purchase intentions. Then, in the relevant theory and previous research, build research models, assumptions, and make the small sample test. Last, using SPSS13.0, collect the data, analyze, summary and make a contribution for existing theory and practice. This paper is divided into three points:
First: this thesis in research and reference to the customer citizenship behavior, self-efficacy, purchase intention, after the mature scale for this research scope, write a new scale, and through a small sample of data collected by questionnaires, the reliability and validity of the inspection, subtract and fixed the problem of poor effect consistency, and enhance the questionnaire that the validity and consistency, formal questionnaire.
Second: through empirical study explores the customer citizenship behavior of three dimensions of the relationship between respectively and purchase intention to purchase intention, the contribution from high to low in turn is recommended, feedback, and help, we can see that recommended the greatest influence on purchase intention.
Third: by empirical study self-potency is further discussed in the customer citizenship behavior, and purchase intention adjust action, in between the three dimensions customer citizenship behavior (recommended, feedback, help) respectively on purchase intention influences in the process, to the self-efficacy created different degree of regulatory role.
越来越多的顾客从外界获取信息发生购买行为后,通过各种方式发布自己的体验感想,后者的顾客接受到外界的推荐、帮助、反馈等信息,影响了自己的购买意愿,在产生购买意愿的同时也受到消费者对自身判断的影响。
目前,顾客向其他顾客作出推荐、帮助、反馈的顾客公民行为已经引起国外学者的关注和重视,但国内的相关研究尚处于起步阶段,而且均将其作为因变量研究。因此,本文将其作为自变量进行研究,得出的结论可以为顾客公民行为理论与实践的发展做出一定的贡献。
本文首先回顾了有关顾客公民行为、自我效能和购买意愿的文献资料;然后,在现有理论和研究结论的基础上,作出研究模型、提出假设、测试小样本,对问卷进行调整;最后,根据正式问卷搜集的数据,利用SPSS13.0进行分析得出结论,并对此作出对未来研究展望,为现有理论与实践作出一定的研究贡献。研究成果分为三点:
第一:本论文在研究、借鉴了顾客公民行为、自我效能、购买意愿的成熟量表之后,针对本论文研究的范围内,编写了新量表,并通过小样本搜集的数据,对问卷的信度和效度进行了检验,删减和修正了效果一致性差的题项,增强了问卷的有效性和一致性,得出正式问卷。
第二:通过实证研究探讨了顾客公民行为的三个维度分别与购买意愿的关系,对购买意愿的贡献度由高到低依次为推荐、反馈、帮助,可以看出推荐对购买意愿的影响最大。
第三:通过实证研究进一步探讨了自我效能在顾客公民行为和购买意愿之间的调节作用,在顾客公民行为的三个维度(推荐、反馈、帮助)分别对购买意愿产生影响的过程中,自我效能对其产生了不同程度的调节作用。
From the traditional advertising marketing to the current network marketing, all kinds of different ways are spreading with the constantly improving Internet information, such as search engine optimization, commodity promotion solution, email direct marketing, event marketing, forum promotion, etc,. What bothers not only consumers but company is that how to search for useful information from the mass, meet their needs and consume.
More and more customers purchase and post their own experience after obtain information from the outside world. Receiving outside recommend, help, feedback information affects the latter customers’purchase intention, at the same time, also on their own judgment.
At present, the customer to other the customer to make a recommendation, help, feedback customers citizen behavior had caused the attention of foreign scholars, but domestic related research infancy, as the dependent variable research. Therefore, as independent variables, this paper is contributing to the conclusion of the customer citizenship behavior for the development of theory and practice.
First, review theories of the customer citizenship behavior, self-efficacy and purchase intentions. Then, in the relevant theory and previous research, build research models, assumptions, and make the small sample test. Last, using SPSS13.0, collect the data, analyze, summary and make a contribution for existing theory and practice. This paper is divided into three points:
First: this thesis in research and reference to the customer citizenship behavior, self-efficacy, purchase intention, after the mature scale for this research scope, write a new scale, and through a small sample of data collected by questionnaires, the reliability and validity of the inspection, subtract and fixed the problem of poor effect consistency, and enhance the questionnaire that the validity and consistency, formal questionnaire.
Second: through empirical study explores the customer citizenship behavior of three dimensions of the relationship between respectively and purchase intention to purchase intention, the contribution from high to low in turn is recommended, feedback, and help, we can see that recommended the greatest influence on purchase intention.
Third: by empirical study self-potency is further discussed in the customer citizenship behavior, and purchase intention adjust action, in between the three dimensions customer citizenship behavior (recommended, feedback, help) respectively on purchase intention influences in the process, to the self-efficacy created different degree of regulatory role.
引文
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①Rosenbaum, M S & Massiah, C A. When customers receive support from other customers: Exploring the influence of inter customer social support on customer voluntary performance[J]. Journal of Service Research, 2007,9(3):257-270.
②Bove, L L, Pervan, S J, Beatty, S E & Shiu, E. Service worker role in encouraging customer organizational citizenship behaviors[J]. Journal of Business Research, 2008,62(7):1-8.
①Bandura, A. Perceived self-efficacy in cognitive development and functioning[J]. Edueational Psyehologist, 1993,28:17-148.
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