基于团购网的网络口碑推荐动机研究
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摘要
随着中国社会化媒体发展与普及,以及对网络口碑营销手段的运用,国内团购网得以迅速发展。团购网依托于互联网通过消费者网络口碑推荐获取新顾客,增加收益。本研究在查阅与口碑推荐相关的大量文献的基础上,结合国内团购网的特定背景,研究团购网背景下的网络口碑传播动机对口碑推荐行为的影响。
通过文献研究和小型访谈,本研究指出直接影响网络口碑推荐的动机包括关心其他消费者、社会交往需求、表达正面情感、便利性、优惠幅度和支持团购网；推荐奖励和便利性间接影响网络口碑推荐,并据此构建了基于团购网的网络口碑推荐动机的概念模型。通过343份问卷调查数据,采用结构方程模型的方法对假设进行验证。结果表明：关心其他消费者、表达正面情感、支持团购网和优惠幅度对团购网的网络口碑推荐行为影响显著；社会交往需求和便利性对团购网的网络口碑推荐行为影响不显著；推荐奖励对中间变量关心其他消费者、社会交往需求、表达正面情感和支持团购网的影响显著,间接对网络口碑推荐产生影响；便利性对表达正面情感有正向影响,从而间接对网络口碑推荐产生影响。本文的主要创新之处体现在：结合团购网该特定的环境背景,本研究提出网络口碑推荐行为的3个新动机——优惠幅度、便利性和支持团购网；构建基于团购网的网络口碑推荐的概念模型。
根据研究结论,本研究为团购网企业提出管理建议。团购网企业管理者将网络口碑推荐作为一种重要的营销手段。在管理网络口碑推荐动机的过程中,应不断提高消费者的内在需求,加强推荐奖励设立,提高团购网消费和推荐的便利性,并制定合适的优惠幅度。
With the development and popularization of Chinese social media and the use of Internet word-of-mouth (IWOM), group-buying websites have quickly developed. Using the spread of IWOM referral, group-buying websites can acquire new customers and improve their profitability based on internet. By studying word-of-mouth literatures and combining with the specific context of group-buying websites, this paper studies the impact of the motivations of IWOM referral on word-of-mouth behavior venting negative feelings.
This paper points out the motivations of IWOM referral though studying word-of-mouth literatures and interview. This study indicates which directly affect motivations of IWOM referral including:concern for other consumers, social benefits, expression of positive emotions, convenience, the margin of preference and supporting group-buying websites. Referral reward and convenience indirectly affect IWOM referral. And this paper builds a conceptual model on motivations of IWOM referral based on group-buying websites. In this study, using 343 questionnaires survey data, hypotheses are verified by structural equation modeling method. The results show that:First of all, IWOM referral behavior is significantly affected by concern for other consumers, expression of positive emotions, supporting group-buying websites and the margin of preference. In addition, IWOM referral behavior is indistinctively affected by social benefits and convenience. What's more, Referral reward significantly affects concern for other consumers, social benefits, expression of positive emotions and support group-buying websites, then it indirectly affects IWOM referral. Finally, convenience significantly affects expression of positive emotions, and then it indirectly affects IWOM referral. The main innovation places are as following:Based on the specific environmental background of group-buying websites, this paper brings three new motivations of IWOM referral—the margin of preference, convenience and supporting group-buying websites. And this paper builds a conceptual model on motivations of IWOM referral based on group-buying websites.
According to the research findings, this study gives the following management recommendations for group-buying websites. Group-buying websites' managers use IWOM referral as an important marketing tool. During management of the motivations of IWOM referral, they should improve the internal needs of consumers, strengthen the referral reward, improve convenience on consumption and referral and make an appropriate margin of preference.
通过文献研究和小型访谈,本研究指出直接影响网络口碑推荐的动机包括关心其他消费者、社会交往需求、表达正面情感、便利性、优惠幅度和支持团购网；推荐奖励和便利性间接影响网络口碑推荐,并据此构建了基于团购网的网络口碑推荐动机的概念模型。通过343份问卷调查数据,采用结构方程模型的方法对假设进行验证。结果表明：关心其他消费者、表达正面情感、支持团购网和优惠幅度对团购网的网络口碑推荐行为影响显著；社会交往需求和便利性对团购网的网络口碑推荐行为影响不显著；推荐奖励对中间变量关心其他消费者、社会交往需求、表达正面情感和支持团购网的影响显著,间接对网络口碑推荐产生影响；便利性对表达正面情感有正向影响,从而间接对网络口碑推荐产生影响。本文的主要创新之处体现在：结合团购网该特定的环境背景,本研究提出网络口碑推荐行为的3个新动机——优惠幅度、便利性和支持团购网；构建基于团购网的网络口碑推荐的概念模型。
根据研究结论,本研究为团购网企业提出管理建议。团购网企业管理者将网络口碑推荐作为一种重要的营销手段。在管理网络口碑推荐动机的过程中,应不断提高消费者的内在需求,加强推荐奖励设立,提高团购网消费和推荐的便利性,并制定合适的优惠幅度。
With the development and popularization of Chinese social media and the use of Internet word-of-mouth (IWOM), group-buying websites have quickly developed. Using the spread of IWOM referral, group-buying websites can acquire new customers and improve their profitability based on internet. By studying word-of-mouth literatures and combining with the specific context of group-buying websites, this paper studies the impact of the motivations of IWOM referral on word-of-mouth behavior venting negative feelings.
This paper points out the motivations of IWOM referral though studying word-of-mouth literatures and interview. This study indicates which directly affect motivations of IWOM referral including:concern for other consumers, social benefits, expression of positive emotions, convenience, the margin of preference and supporting group-buying websites. Referral reward and convenience indirectly affect IWOM referral. And this paper builds a conceptual model on motivations of IWOM referral based on group-buying websites. In this study, using 343 questionnaires survey data, hypotheses are verified by structural equation modeling method. The results show that:First of all, IWOM referral behavior is significantly affected by concern for other consumers, expression of positive emotions, supporting group-buying websites and the margin of preference. In addition, IWOM referral behavior is indistinctively affected by social benefits and convenience. What's more, Referral reward significantly affects concern for other consumers, social benefits, expression of positive emotions and support group-buying websites, then it indirectly affects IWOM referral. Finally, convenience significantly affects expression of positive emotions, and then it indirectly affects IWOM referral. The main innovation places are as following:Based on the specific environmental background of group-buying websites, this paper brings three new motivations of IWOM referral—the margin of preference, convenience and supporting group-buying websites. And this paper builds a conceptual model on motivations of IWOM referral based on group-buying websites.
According to the research findings, this study gives the following management recommendations for group-buying websites. Group-buying websites' managers use IWOM referral as an important marketing tool. During management of the motivations of IWOM referral, they should improve the internal needs of consumers, strengthen the referral reward, improve convenience on consumption and referral and make an appropriate margin of preference.
引文
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[21]Keaveney, Susan M. Customer Switching Behaviour in Service Industries:An Exploratory Study[J]. Journal of Marketing,1995,59(2):71-82.
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