網(wǎng)絡用戶電子口碑參與意圖的實證研究.pdf

1、分類號：C93密級：公開UDC：300學校代碼：11065碩士學位論文網(wǎng)絡用戶電子口碑參與意圖的實證研究網(wǎng)絡用戶電子口碑參與意圖的實證研究劉麗指導教師張寧學科專業(yè)名稱管理科學與工程論文答辯日期2017年6月3日AbstractUndertheenvironmentofecommerceconsumers’buyingexperiencehasbeenfurtherextendedsotheycanbemeconvenienttoshar

2、etheirshoppingexperienceinthewkthroughtheInter.Electronicwdofmouth(eWOM)hasbecomeoneofthemainfactswhichaffectsconsumers’purchasingdecisions.However，whatisdrivingthegenerationdisseminationofelectronicwdofmouthWhetherhowto

3、affecttheparticipationwithenterprises’behaviThistopicwillexplethedrivingmechanismofelectronicwdofmouthparticipationbehaviaroundthesequestions.Thispaperexpatiatesontheresearchmeaningpurposetoparticipateinelectronicwdofmou

4、thintentionsummarizestheresearchstatusathomeabroad.SecondlyBasedonthemotivationtheythetheyofplannedbehaviequitytheythisstudyhasestablishedatheeticalmodeloftheeffectofwkuserstoparticipateinelectronicwdofmouthintentionfrom

5、thetwodimensionsofservicerecoveryconsumermotivationthroughthesummaryofeWOMrelatedconceptstheeticalbasis.Theindividualmotivationfactsdivideinteciprocityaltruismegoismsocialbondingeconomicincentivesplatfmincentivesbusiness

6、servicerecoveryincludetangiblecompensationintangiblecompensationrespondspeedrecoveryinitiative.Throughtheattitudesubjectivenmsatisfactionthisstudyhasexpledtheinfluenceonelectronicwdofmouthintention.Atlastthisstudyisanemp

7、iricalstudywhichusesthestructuralequationmodel(SEM).Thedataiscollectedthroughquestionnairesonline.ThisstudyanalyzesreliabilityvalidityteststhehypothesisbyusingSmartPLS.Theresultsshowthatreciprocityaltruismegoisminfluence

8、dtheattitudethenattitudeinfluencedeWOMcommunicationintentionsocialbondingpositivelyaffectssubjectivenmswhichaffectstheattitudeindirectlyaffectstheparticipationintentionplatfmincentiveshavethepositiveimpactonconsumerparti

9、cipationmotivationofeWOMintentionwhileeconomicincentivesnot.TangiblecompensationresponsespeedrecoveryinitiativehaveapositiveimpactonsatisfactionwhichpromotesparticipationintentionexceptintangiblecompensationTherefebothco

10、nsumermotivationbehavibusinesseWOMparticipation.Onthebasisofempiricalresearchfindingsthisstudyrevealstheroleofmultipleparticipationsystemsdeepenthetheeticalsystemofthefield.Atthesametimethisstudyprovidesausefulreferencet