网络评论对顾客购买意愿影响的实证研究

随着信息技术的飞速发展和互联网的普及,越来越多的消费者将网络口碑作为购买决策的重要参考依据,网络口碑对消费者购买意向的影响机制也逐渐成为研究学者和营销人员的研究热点。以高校学生群体为研究对象,研究高校学生在购买3C类产品时相关网络口碑对其购买意向的影响作用,利用问卷工具进行样本数据的收集,然后进行数据整理和分析,得出口碑质量、来源可信度和口碑数量对口碑信任度有显著的正向影响的结论。     

产品稀缺信息对消费者购买行为影响之实证分析

本研究利用2×2×2组间因子实验对不同类型的产品稀缺信息影响购买意图的效果及品牌概念和购买渠道对这种影响效果的调整作用等问题进行了实证分析。结果发现产品的限量销售信息比限时销售信息能更为有效地刺激消费者对稀缺产品的竞争购买心理和对产品价值的感知,两种稀缺信息对购买意图的影响效果差异在购买象征意义较强的品牌时更为显著。本研究结果可为营销人员利用稀缺信息提高促销效果提供借鉴和参考。     

网络口碑效应因人而异?——个体独特性需求在网络口碑影响消费决策中的作用

网络口碑是消费者网络购物的重要参考依据,口碑营销成为商家的重要战略。本文以可接近-可诊断理论为视角,围绕"网络口碑效应如何因人而异"这一问题,通过2(口碑信息含量)×2(口碑传播方向)×2(个体独特性需求)三因素被试间实验,考察了个体独特性需求、口碑信息含量和口碑方向在网络口碑影响消费者购买决策过程中所起的作用。结果发现:网络口碑的信息含量影响消费者的购买决策,高信息含量口碑对消费者购买决策的影响要显著高于低信息含量口碑对消费者购买决策的影响;负面口碑对购买决策的影响显著高于正面口碑的影响;低独特性需求消费者的购买决策比高独特性需求消费者的购买决策更易受低信息含量口碑的影响,低信息含量的负面口碑对高独特性需求消费者购买决策的影响显著高于低信息含量的正面口碑对高独特性需求消费者的影响。     

网络口碑对化妆品消费者购买意愿的影响分析

随着网络购物的兴起和发展,消费者网购化妆品变得越来越普遍。由于互联网的虚拟性和不可触摸性,大部分产品都无法进行事先试用,因此网络口碑就成为消费者网购化妆品的重要参考依据。本文构建"网络口碑-购买意愿"的研究模型,从网络口碑的质量、数量、得分以及专业性四个方面对化妆品消费者购买意愿的影响进行研究。通过问卷调查法搜集数据,运用SPSS19.0软件对数据进行分析,结果表明网络口碑的质量、数量、得分以及专业性都对消费者的购买意愿产生显著的正向影响。在此基础上,提出鼓励消费者多发布质量高的口碑信息;建立网络口碑得分管理机制;增加专业人士发布的网络口碑信息等建议。     

直播带货可信度对消费者购买意愿影响

结合相关的文献论述分析观察可知,从可信度的思路进行分析,构建出相应的理论模型能够有效地判断网络环境下的商品信息的可信度以及网络口碑环境对于消费者购买意愿产生的直接影响,观察出需求结构对于直播带货、信息可信度、消费者购买意愿之间的协调性作用。 为了全面探究新型的网络环境下直播带货可信度本身对于消费者购买意愿产生的影响,加快消费结构分析,判断在当前的经营形势下消费者的消费观念和购买意向特点,就应当在现有的数据支持下对其进行综合观察。 但是直播带货的市场饱和度增加,产品质量问题的影响等多种问题对于消费者购买意向的影响冲击相对较大。 为此文章结合现状分析,观察直播带货可信度对于消费者购买意向产生的直接影响,从而全面提升消费质量,增进消费者满意度,营造良好的市场环境。     

网络口碑可信度影响因素的实证研究

网络口碑的盛行引起了消费者和营销者的关注,口碑营销也借助网络口碑得到了新的发展。网络口碑影响力的大小和网络口碑营销的成功与否主要取决于网络口碑可信度的高低。通过实证研究,本文发现消费者和信息发布者的关系强度、消费者对于网络口碑传播平台的依赖程度、消费者感知的网站有用性、消费者感知的风险程度和消费者的信任倾向都显著正向影响消费者的网络口碑可信度。     

网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

负面网络口碑特征对感知风险的影响研究

通过以负面网络口碑为研究对象,从网络口碑信息本身以及网络口碑发出者与接受者角度提出网络口碑特征。在已有文献研究的基础上分析了网络口碑特征对感知风险的影响,提出了影响因素假设,并利用结构方程对其进行验证。研究结果表明:负面网络口碑数量和网络口碑视觉线索正向影响消费者的感知风险;消费者的购买迫切性与承担风险能力负向影响网络口碑接受者的感知风险;网络口碑发出者的专业性对感知风险无显著影响。     

网络负面口碑评论对消费者购买意愿的影响

社会化媒体和电子商务的发展改变了用户搜索信息和购物行为的习惯,购物格局也从传统的线下消费主导型慢慢转变为线上和线下并存的格局方式。线上交易和线上购物如此受到消费者青睐,为很多商家带来了机会,但同时也产生了较多的网络负面口碑评论。以往的研究大多是关于正面口碑对购买意愿的影响,或者是对正面口碑的引导作用研究。却很少研究负面口碑对购买意愿的影响。本文通过梳理负面口碑对消费者购买意愿的影响作用,并引入产品类型作为调节变量,探索负面口碑和产品类型的匹配范式对购买意愿的影响作用。     

网络口碑方向及类型对其可信度的影响研究——产品性质的调节作用

文章探讨了口碑方向与类型对其可信度的影响,以及产品性质的调节作用,得出以下结论。首先,网络口碑方向对其可信度的影响受到产品性质的调节,具体来说,对于享乐性产品,正面口碑对其可信度的影响更大;而对于实用性产品,负面口碑的影响更大。其次,网络口碑类型会影响其可信度,具体来说,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大。此外,网络口碑类型对其可信度的影响还受到产品性质的调节,具体来说,对于实用性产品,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大;而对于享乐性产品,两种口碑类型对其可信度的影响并无显著差异。最后,文章为企业进行网络口碑管理提出了几点建议。     

Brown＇s Blossom in Britain-China

The overall strategic relationship between U.K. and China is ＂better than ever＂, China- Britain relations have maintained good momentum, with increased high-level exchanges and the reinforcement of strategic mutual trust, with more room for growth in the future.     

Challenge and Opportunity Go Hand in Hand——What Global Economic Agitation Brings to the China's Economy?

Domino effects of the global finance agitation As the origin of the subprime crisis,US financial institutions lost USS45 billion last year,accounted for over half of the total US,EU & Japan loss.Since January 15th,Chtigroup released its financial statement of the 4th quarter,showing a net deficit of USS9.83 billion,which marked the hisoric high of its quarterly deficit.     

Sinosteel：Extraordinary Moves in Industry Chess

Among the Fortune 500 firms,more and more images from China emerge out.On the 2008 list,Sinosteel Corporation,a landmark group of China industries quietly squeezes into the candidate line.As the largest steel service ＆ trade enterprise,its sales reached at RMB 111.24 billion,with a year-on-year increase of 83.03 percent,and the profit grew by 180.03 percent.On the Sinosteel 2008 Work Meeting,the president Huang Tianwen uttered,＂In the coming year,we will work for US$20 billion sales,and look forward to getting a position in Fortune 500 firms for ourselves.＂     

Walk Through Unusual Five Years—— An Exhibitor＇s Canton Fair Course

When the 103rd Canton Fair is approaching, an old friend of Canton Fair, Li Ying from Jiangsu prov-ince recollected his past five years＇ experiences to the grand trade meeting. Each year is special, with some unforgettable memories colored by the year.     

Jean-Pierre Duprieu： Willing to Be A Legate of Sino-French Business

Estaing, former French president, Valery Giscard d＇Estaing attended Sino-French Economic Seminar held in Shanghai in early April and said that the world center has shifted from the west to the east with many European and US companies entering into Asia, and China has the ability to play an important role in the world stage. Estaing, naming himself＂French Confucian＂, then said in Chinese that a cook-group includes 10 people in ancient Chinese soldier system and the cook is in charge of cooking for them. And people who belong to the same cook are actually ＂Partners＂.     

China''''s Stock Market Wave

The annual meeting of the World Economy Forum was held in Davos,a little town in Switzerland,on January 23rd to the 27th this year,with the theme"the Power fo Collaborative Innovation",over 2500 celebrates from ture political and cconomic circles of more than 80 countries and challengred logether to talk about the future of the global economy in 2008,A Forum for the problems and challenges that face whole world,some of the keywords which drew attention during the event were:the U.S.subprime mortgage crisis,soaring energy prices,the economic slowdown in the U.S.ermerging economic bodies,authority funds and the general unpredictable nature of the global economy.     

Trade Promotion from Neighborhood

If you are considering to trade with companies in Japan or expanding your .business to Japan, we are ready to help from the very beginning.＂ You will find this greeting at the first sight on the Chinese website of Japan External Trade Organization （JETRO）. JETRO has committed itself in delivering highly efficient and quality services to meet the demand of internal and external customs including Japanese companies, hence winning a good reputation in the international trade arena. In recent years, with its priority in advancing business cooperation in South and East Asia, JETRO has made great achievement in promoting trade between China and Japan. Therefore, China＇s Foreign Trade interviewed Mr. Yoichi Maine, Deputy Director General of JETRO BEIJING.     

Auto Parts Market Potential Coming into Surface

Looking at the increasingly fierce competition in the world auto market. global automobile manufacturing industry, taking Europe, the U.S. and Japan as representatives, is gradually forming a new type of relationship, mutual cooperation between whole vehicle and parts manufacturers. We can clearly see that auto parts manufacturers have become independent from the whole vehicle manufacturing companies, which means that the former structure of auto industry has greatly changed, and a new relationship,     

Domino Effect on Electricity and Coal Prices

In the middle of last December, the key purchase contracts for coal used in power generation in 2008 were signed, reflecting a demand for more than 1.085 billion tons. It is important to note that the country＇s five biggest power producers, China Huaneng Group, China Guodian Corporation, China Power Investment Corporation, China Huadian Corporation and China Datang Corporation, had settled on the prices on their purchase contracts, and they are expected to consume 290 million tons of coal for generating electricity,     

China's Auto Industry Steps Forward

Last year,the volume of China's auto trade reached US$66.878 bil- lion,of which imports accounted for US$25.982 billion,a year-on- year increase of 24.45 percent;while ex- ports totaled US$40.896 billion,growing by 45.31 percent.The China Association of Automobile Manufacturers(CAAM) predicts that the number of autos sold in 2008 will break the 1 million barrier for the first time in history,representing an increase of about 20 percent.