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文档编号:FZ006 文档字数:9560.页数:18 摘 要：本文主要内容是了解网络口碑与它的特征，并从“发送者身份”、“信息两面性”、“购买情境”和“品牌强度”四方面来分析网络口碑对服装消费者购买决策的影响。通过问卷数据分析的结果表明，“买家”口碑信息比“卖家”口碑信息更能影响服装消费者的购买决策；网络消极口碑比积极口碑更会影响消费者的购买决策；服装消费者在网上购买受到来自网络消极口碑的影响大于其在实体店购买；具有较高品牌强度的服装商品，消费者受网络消极口碑的影响小于具有较低品牌强度的服装商品，但其受网络积极口碑的影响大于具有较低品牌强度的服装商品。最后根据结论，联系实际，提出合理化建议。 Abstract：This paper is about online wom and its characteristics, it analyzes the effects of online wom information on garment purchase decision from "senders", " information", "buying situation" and "brand strength" four aspects.Through the questionnaire data analysis results show that the buyer’s information of owom can influence the garment consumers purchase decision more than the seller’s ;the negative information of owom can influence the garment consumers purchase decision more than the positive; garment consumer buying clothing on the net is influenced by the negative information of owom more than buying in the solid store;the clothing of higher brand strength is influenced by the negative information of owom less than the lower,but is influenced by the positive information more than the lower. Finally, according to the conclusion, some suggestions are proposed.
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| Tags：浅析 网络 口碑 服装 消费者 购买 决策 影响 | 2011-04-18 12:30:03【返回顶部】 |
