口碑沟通对购买决策的影响研究——以大学生为例

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1、浙江大学硕士学位论文口碑沟通对购买决策的影响研究Abstraotword-of-mouth(WOM)affectsbothbusinessSuccessandconsumerpurchasedecisions．IntraditionalWOMmarketing，studieshavesuggestedthatWOMhasmoreinfluenceonconsumerdecision-makingthanmassmediaadvertising．Withtherapiddevelopmentoftheinte

2、ract，wordofmouthcommunicationinvirtualcommunity,underoil一1ineenvironments，hasbecomeanewresearchfocus．Theintemetprovidesconsumerswithavastamountofproductinformation．ononehand，moteandmoreconsumersprovidetheirownproductevaluationsanduseexperience，andontheothe

3、rhand，thereisnowaproliferationofconsumerswhosearchon—lineopinionsabouttheproductsdirectlyinvirtualcommunitiesorthrou【ghsearchengine．Itraisesseveralimportantquestions．Dofactorsthatarerelevanttorecommenderselectionwithin仃aditionalwordofmouthcommunication．suc

4、hassender’sexpertise，tie—strengthandperceivedrisk，influenceWOMcommunicationwithinon—lineenvironments?Ⅵmatarcthedifferencesofconsumertrustfortnationbetweentraditionalandon—lineWoMcommunication?Thereby,byreviewingthegeneralbodyofwordofmouthcommunicationandtr

5、ustliterature，theauthorconstructstheresearchframeworkofthisarticle．OnthepremisethatUniversitystudentssearchingproductinformationbeforepurchasedecision，weexaminetheinfluenceofelectronicwordofmouthonconsumers’purchasedecision，andcarryoutcomparisonresearchont

6、hetraditionandonlineWOMcommunication．ThisresearchfocusesonconsulTiertrustasthecentralconstructtllatmediatestheextenttowhichWOMsender’sinfluencesthepurchasedecision．Utilizingatwo—dimensionalconceptualizationoftrustascomprisingofcognitiveandaffectivetrust，th

7、isresearchexaminesthesender’sandreceiver’scharacteristicsthatcoulddifferentlyaffectthesetwodimensions．Thisresearchexaminesthedifferenceoftrustfommtionbetweentraditionalandon—lineWOMcommunication．Further,theauthorlooksathowtheleveloftrustinfluencesthepurcha

8、sedecision．Alsothepaperrevealsmanagerialimplicationsbasedonthefinalconclusions．Thedissertationdrawsmainlythefollowingconclusions：(1)Thesender’sexpertisehaspositiveinfluenceonreceiver’spurchasedecisionbothintr