网络口碑对消费者购买决策影响研究的中期报告.docx

网络口碑对消费者购买决策影响研究的中期报告
摘要
随着互联网的快速发展和社交媒体的普及，网络口碑已成为消费者购买决策中重要的参考因素之一。本研究基于文献综述和实证调查，探讨了网络口碑对消费者购买决策的影响机理及其调节变量。结果发现，网络口碑对消费者购买意愿和决策的影响程度受到口碑来源、口碑类型、口碑质量、消费者个体差异和购买产品属性等因素的影响。其中，口碑来源的权威性、口碑类型的正面性和货真价实性、口碑质量的可靠性和可信度等是影响网络口碑有效性的关键要素。此外，消费者个体差异如认知偏差、心理追随倾向、风险态度等以及购买产品属性如价格、品牌等也会对网络口碑产生差异影响。综上所述，本研究对于提高消费者的购买体验、增强企业的竞争力和优化网络营销策略具有一定的理论和实践意义。
关键词：网络口碑、消费者购买决策、影响机理、调节变量
Abstract
WiththerapiddevelopmentoftheInternetandthepopularityofsocialmedia,onlineword-of-mouthhasbecomeanimportantreferencefactorinconsumers'purchasingdecisions.Basedonliteraturereviewandempiricalinvestigation,thisstudyexplorestheinfluencemechanismofonlineword-of-mouthonconsumers'purchasingdecisionsanditsmoderatingvariables.Theresultsshowthatthedegreeofinfluenceofonlineword-of-mouthonconsumers'purchaseintentionanddecisionisaffectedbyfactorssuchasthesourceofword-of-mouth,thetypeofword-of-mouth,thequalityofword-of-mouth,consumerindividualdifferences,andproductattributes.Amongthem,theauthorityofword-of-mouthsources,thepositivityandauthenticityofword-of-mouthtypes,thereliabilityandcredibilityofword-of-mouthqualityarekeyfactorsaffectingtheeffectivenessofonlineword-of-mouth.Inaddition,consumerindividualdifferencessuchascognitivebiases,psychologicalconformitytendencies,riskattitudes,andproductattributessuchaspriceandbrandwillalsohavedifferentimpactsononlineword-of-mouth.Insummary,thisstudyhassometheoreticalandpracticalsignificanceforenhancingconsumers'purchasingexperience,enhancingenterprisecompetitivenessandoptimizingonlinemarketingstrategies.
Keywords:onlineword-of-mouth,consumers'purchasingdecisions,influencemechanism,moderatingvariables