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The Influence of Netizens’ Online Comments on Receiver’s Attitude and Consumption Willingness

Author: ZhaoDanQing
Tutor: GeYan
School: Shanghai Jiaotong University
Course: Communication
Keywords: Network Transmission Internet users Comments Word of mouth Persuasive effect Source credibility Brand experience
CLC: F49;F224
Type: Master's thesis
Year: 2010
Downloads: 355
Quote: 0
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Abstract


A high degree of development of the Internet media and increasingly integrated into people's lives, the network has become an important channel for people to obtain information; At the same time, so that by the universal application of the model of user-contributed content (UGC) sites Internet users on the consumer experience network Reviews broader than the traditional range of people word of mouth, the greater impact. In this context, the role of the network of Internet users review information for consumer awareness and decision-making has become increasingly prominent research of netizens review information for the information recipient (ie consumers) persuasive effect has become a hot issue among the research and practice . This study used a quasi-experimental methods to study the net assessment information, source credibility, brand familiarity multiple variables and variable interaction netizens comment information recipients of consumer attitudes and consumer willingness. The study is divided into five parts: The first part introduces the research background of this study, the content of the study, research significance and innovation, and lists the analytical framework. The second part is a review of the relevant literature and combing, and accordingly the literature related Commentary. The third part is sorted out in the review of the literature on the basis of a variety of possible factors that affect net assessment persuasive effect, build the model of the receiver of the message in the stimulation of net assessment attitude evaluation and consumer willingness, at the same time raise the research The research hypotheses. The fourth sector is an overview of the research methods and experimental design and implementation process. The fifth part of the data and analysis, but also the focus of the paper. This section includes the analysis and interpretation of the relationship between the variables in the conceptual model, and the main conclusions are summarized. Part VI is to discuss management proposals and research limitations and future research outlook. Experimental research and data analysis, the study summarizes the five factors that have a significant impact on the net assessment information to convince the effect: net assessment of the positive and negative oriented, be Reviews objects familiar source of net assessment credible The degree of awareness, the net assessment information and the use of the network and network assessment website. The largest the familiarity of net assessment of the positive and negative-oriented degree and be Reviews objects recipient attitude and willingness to consume. The main innovation of this study point: from the point of view of the research content and the variables involved, this study focuses on the source of the net assessment credibility of the impact of this variable; research methods perspective, this study used a quasi-experimental (quasi -experiment) method, comprehensive experimental study can grasp the causal relationship between the pros and the questionnaire can obtain more accurate information about the advantages of a large number of variables; from a research perspective, the research network Reviews dissemination of information and consumer attitudes and behavior, network marketing combined, integrated communication studies, consumer behavior and marketing theory to measure the size of User Reviews information.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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