基于TAM的网络口碑信任度研究
摘要
随着互联网的日益普及与飞速发展,网络口碑对于营销的影响力逐渐凸现。尽管网络口碑的强大作用已引起了普遍关注,但其特有的可信度问题及其作用机理还没有引起充分的重视。
本文在传统口碑模型及网络口碑模型的基础上,沿着网络在线人际维度的主线展开,并融入了TAM理论,深入探索了消费者对网络口碑信任度的影响因素。概括而言,本文的主要贡献包括:
首先,对传统口碑及网络口碑的基本概念和理论进行了梳理,尤其是对网络口碑国内外的现状进行了归纳。考虑到网络口碑的传播平台,对虚拟社区和电子商务的相关研究进行了综述,并引入了TAM理论,对网络口碑及其相关研究的思路进行了网状的系统整理。
第二,提出了网络口碑可信度模型框架,以社会网络理论和TAM为基础,提出了基于在线人际维度并以网络站点环境维度为补充的两方面的网络口碑信任度概念模型。该模型的创新之处首先在于理清了消费者口碑信任度的影响维度,将TAM理论融入网络口碑研究模型;其次,基于信任理论,将信任以人际信任和制度信任两个维度作为中介变量纳入网络口碑研究模型,以能够更加清晰准确地把握消费者网络口碑信任度影响因素及作用路径;最后,构建了结构完整的网络口碑信任度模型及研究假设。
第三,阐述正式调查实施原则与过程,以数码电子类产品消费者为实证研究对象,根据调查数据,利用结构方程模型分析方法对所设定的模型进行分析,并且根据结果对研究模型做出必要的修正和优化,对研究结果进行讨论。结果表明,模型对数据有较好的拟合优度,证明了基于在线人际维度及网络站点环境维度来解释消费者网络口碑信任度的做法具有合理性。
第四,选取了最具人气的三个数码类产品电子商务网站及三个数码类产品虚拟社区,对其网络口碑的内容及性质进行了定性研究,并在研究的基础上,提出并验证了以网站类型作为调节效应的研究假设及作用机理。
最后,在当前研究的基础之上分析了本研究的理论拓展及实践意义,并讨论了研究的局限性,并对未来的研究方向做出了展望。
With the increasing popularization and rapid development of internet, electronic Word of Mouth(eWOM) is exerting a stronger influence on marketing. Through the powerful effect of eWOM has attracted wide attention, its unique trust issue as well as its working mechanism has not been fully studied.
On the basis of traditional word of mouth and eWOM, this paper follows the two main streams of online relationship dimension and the website environment dimension, and in-depth research on influence factors of consumer trust to eWOM is conducted by merging TAM into the model. Generally speaking,the major contribution of this paper includes:
Firstly,the basic concepts and theories of traditional as well as eWOM is combed, and latest research about eWOM both at home and abroad are summarized. Considering the transmission platform of eWOM, research summary is also focused on virtual community and e-commerce. With the introduction of TAM, a systematic overview is done with the net of thought of eWOM and related researches.
Secondly , the model of eWOM trust from both perspective : of relationship dimension as domain and website dimension as supplement are put forward based on social network theory and TAM. The innovation of this model is that it merged TAM to eWOM model as the first time. Moreover, trust is broken down to relationship trust and institutional trust, and introduced into research model as mediator based on trust theory, which helps with a more clear and precise understanding on the working path of eWOM trust model. Last but not least,a complete structured eWOM trust model is constructed.
Thirdly,the formal principle and procedure of empirical research is illustrated and consumer of digital products are selected as research sample. Structural Equation Model is used to analyze data collected by the empirical research, and modification and optimization are made to the evaluation model according to research results. The results proved the rationality of the research and the validity of explaining eWOM trust model based on relationship and website dimension.
Fourthly,qualitative research about the contents and nature of eWOM is conducted with three e-commerce websites and three virtual community websites selected according to popularity,on the basis of which moderator was put forward and validated with types of website, and contributed to the research hypothesis and working mechanism of eWOM research.
Finally,theoretical improvement and practical contributions of this research is discussed on the basis of previous study results,and limitations of the research is suggested and future research direction is expected.
本文在传统口碑模型及网络口碑模型的基础上,沿着网络在线人际维度的主线展开,并融入了TAM理论,深入探索了消费者对网络口碑信任度的影响因素。概括而言,本文的主要贡献包括:
首先,对传统口碑及网络口碑的基本概念和理论进行了梳理,尤其是对网络口碑国内外的现状进行了归纳。考虑到网络口碑的传播平台,对虚拟社区和电子商务的相关研究进行了综述,并引入了TAM理论,对网络口碑及其相关研究的思路进行了网状的系统整理。
第二,提出了网络口碑可信度模型框架,以社会网络理论和TAM为基础,提出了基于在线人际维度并以网络站点环境维度为补充的两方面的网络口碑信任度概念模型。该模型的创新之处首先在于理清了消费者口碑信任度的影响维度,将TAM理论融入网络口碑研究模型;其次,基于信任理论,将信任以人际信任和制度信任两个维度作为中介变量纳入网络口碑研究模型,以能够更加清晰准确地把握消费者网络口碑信任度影响因素及作用路径;最后,构建了结构完整的网络口碑信任度模型及研究假设。
第三,阐述正式调查实施原则与过程,以数码电子类产品消费者为实证研究对象,根据调查数据,利用结构方程模型分析方法对所设定的模型进行分析,并且根据结果对研究模型做出必要的修正和优化,对研究结果进行讨论。结果表明,模型对数据有较好的拟合优度,证明了基于在线人际维度及网络站点环境维度来解释消费者网络口碑信任度的做法具有合理性。
第四,选取了最具人气的三个数码类产品电子商务网站及三个数码类产品虚拟社区,对其网络口碑的内容及性质进行了定性研究,并在研究的基础上,提出并验证了以网站类型作为调节效应的研究假设及作用机理。
最后,在当前研究的基础之上分析了本研究的理论拓展及实践意义,并讨论了研究的局限性,并对未来的研究方向做出了展望。
With the increasing popularization and rapid development of internet, electronic Word of Mouth(eWOM) is exerting a stronger influence on marketing. Through the powerful effect of eWOM has attracted wide attention, its unique trust issue as well as its working mechanism has not been fully studied.
On the basis of traditional word of mouth and eWOM, this paper follows the two main streams of online relationship dimension and the website environment dimension, and in-depth research on influence factors of consumer trust to eWOM is conducted by merging TAM into the model. Generally speaking,the major contribution of this paper includes:
Firstly,the basic concepts and theories of traditional as well as eWOM is combed, and latest research about eWOM both at home and abroad are summarized. Considering the transmission platform of eWOM, research summary is also focused on virtual community and e-commerce. With the introduction of TAM, a systematic overview is done with the net of thought of eWOM and related researches.
Secondly , the model of eWOM trust from both perspective : of relationship dimension as domain and website dimension as supplement are put forward based on social network theory and TAM. The innovation of this model is that it merged TAM to eWOM model as the first time. Moreover, trust is broken down to relationship trust and institutional trust, and introduced into research model as mediator based on trust theory, which helps with a more clear and precise understanding on the working path of eWOM trust model. Last but not least,a complete structured eWOM trust model is constructed.
Thirdly,the formal principle and procedure of empirical research is illustrated and consumer of digital products are selected as research sample. Structural Equation Model is used to analyze data collected by the empirical research, and modification and optimization are made to the evaluation model according to research results. The results proved the rationality of the research and the validity of explaining eWOM trust model based on relationship and website dimension.
Fourthly,qualitative research about the contents and nature of eWOM is conducted with three e-commerce websites and three virtual community websites selected according to popularity,on the basis of which moderator was put forward and validated with types of website, and contributed to the research hypothesis and working mechanism of eWOM research.
Finally,theoretical improvement and practical contributions of this research is discussed on the basis of previous study results,and limitations of the research is suggested and future research direction is expected.
引文
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