基于团购网的消费者网络口碑推荐动机研究

网络口碑推荐是团购网获取新客户的重要途径,口碑推荐动机引导着团购网用户的口碑推荐行为.文中构建了消费者网络口碑传播动机的理论模型,并以团购网为背景通过问卷调查数据进行了实证研究.结果表明,关心其他消费者、支持团购网、优惠幅度和表达正面情感正向影响消费者网络口碑推荐行为,而社会交往需求和便利性对消费者网络口碑推荐行为影响不显著;推荐奖励显著正向影响社会交往需求、表达正面情感、关心其他消费者和支持团购网,从而间接对消费者网络口碑推荐产生显著正向影响;便利性通过表达正面情感间接对消费者网络口碑推荐产生显著正向影响.研究结果对丰富有关理论和指导企业实施口碑营销有重要意义.

Research on the Motivations of Internet Word-of-Mouth Referral Based on Group-Buying Websites

Internet word-of-mouth referral is an important way for the group-buying websites to acquire new customers ,and the motivation of the referral guides the behavior of the consumers .On the ground of group-buying websites ,the model was built and tested that describes the influences of IWOM referral motivations on word-of-mouth behaviors based on the questionnaire .The results are as follows .Firstly , IWOM referral behavior is significantly positively affected by the concern for other consumers ,support for group-buying websites ,the margin of preference and expression of positive emotions ,but IWOM referral behavior is indistinctively affected by social benefits and convenience .Secondly ,referral reward significantly influences social benefits ,expression of positive emotions ,concern for other consumers and positive support for group-buying websites ,thus the referral reward has indirect and possitive in fluence on IWOM referral .Finally ,convenience has a significantly positive and indirect effect on IWOM referral through expression of positive emotions .The result of the research would make contributions to enriching the related theory and guiding the word-of-mouth marketing in practice .