口碑对于消费者购买决策的影响研究——基于女性美容服务首次购买

上海交通大学硕士学位论文口碑对于消费者购买决策的影响研究——基于女性美容服务首次购买决策的实证分析姓名：吴盈盈申请学位级别：硕士专业：企业管理指导教师：黄沛20070124220071253□____□“√”200712520071254——5(1)(2),,,6TheInfluenceofClassifiedWordofMouthFactorsOnConsumerPurchaseDecisionAbstractAstelevision,broadcastandnewspapersarewidelyusedasadvertisementtoolstoday,advertisementexpenseincreasesatatremendousspeedwhiletheROIofsuchadvertisementisnolongerobviousasitusedtobe.Recentresearchandcustomersurveyshowsthatword-of-mouthplaysanimportantinconsumerpurchasedecisionprocess.Sinceword-of-mouthishardtomanipulate,ithasn’treceivedequivalentapplicationinthemarketingpractice.Todayitseesthegreatimportancetounderstandtheinfluenceofword-of-mouthintheconsumerpurchasedecisionprocessinbothacademicandpracticalfield.Inthefollowingresearch,femalefacialservicewillbechosentodeeplyanalyzetheword-of-mouthinfluenceonfirsttimepurchasedecisionprocess.Theanalysisofthisthesisisbasedontheconsumerbehaviortheoryandmainlytheconsumerpurchasedecisionprocessstudy.Twodimensions,namely“purchaseinvolvement”and“purchasefrequency”,willbeusedtoclassifythepurchasedecisioncategories.Itconcludesthatword-of-mouthhasthegreatinfluencesonthefirsttimehighlyinvolvedpurchasedecisionwhilefemalefacialservicepurchasematchesthiscategory.“Perceivedrisk”,“cognitivedissonance”andotherdimensionswereconsideredtofurtheranalyzetheword-of-mouthelementsinimpactingthepurchasedecisionprocess.Asthefactoranalysisresultsturnsoutthattherearefourimportantword-of-mouthelementswouldinfluencethefemalefacialservice7purchase,whicharesocietyelement,brandelement,convenienceelementandfinanceelement.Andtheyexertinfluenceinadecreasingorderassociety,convenience,brandandfinance.Theinnovationpointsofthisthesisarestatedasfollowing:(1)Word-of-mouth’sinfluenceonpurchasedecisionprocesswillbedeeplyanalyzefromacustomeranglethroughtheconsumerperceivedrisk,cognitivedissonanceandword-of-mouthsearchmotivesdimensions.(2)Word-of-mouthmeasurewillbedevelopedtoquantifiedtheinfluenceofeachword-of-mouthfactorandprovidepracticaltoolformarketingpeople.KeywordsWord-of-mouth,Purchasedecision,Femalefacialservice,Factoranalysis1011.170200520071%1-1“”“”word-of-mouth25%11%8%46%17%7%5%9%13%13%27%36%10%32%30%0%10%20%30%40%50%60%70%80%90%100%1-1Figure1-1InformationsourcesdispatchininfluencingtheLancômetargetcustomerpurchasedecision112006SArndt1968,Day&Lardon1976,Myers&Tobertson1972,Faber&O’Guinn1984,McGrath&Otnes1995Silverman1997“”1.2(1)(2)121.31-21-2Figure1-2TheinfluenceofWord-of-mouthfactorsonpurchasedecisiontechniquemap13(1)(2)(3)1.4(1)(2)1422.1Arndt1968Day&Lardon1976Myers&Tobertson1972Silverman1997Arndet1967Engel,Blackwell&Kegerris1969Faber&O’Guinn1984McGrath&Otnes1995Mangold1987Schiffman&Kanuk2000Herr,Kardes&kim1991Arndt1968Bayus1985,Laczniak,DeCarlo&Mothey1996Engel1969strongtiesweektiesWilkie1994Brown&Reingen1987Harrell1997Duhan199715Sheth1971Herr1991Sundaram&Webster1999Oliver1999Sundaram&Webster2000(priorevaluationposition)2.24“”“”“‘’”16“AnyoralCommunications”(Rosen2000)1966BrittArndt1967“”Westbrook(1987)Westbrook“”Stern(1994)“”2.3“”17Francis(1998)4(Valence)FocusTimingIntervention:200359%40.4%53%49%35%32%35%28%15%18%1833.120023.2“”3-13-1Figure3-1Consumerpurchasebehaviormodel(fivephasesandsevenphases)193.3“”“”203.3.1(inertia)(passion)R.(RRS-RoutinizedResponseSolvingLPS-LimitedProblemSolvingEPS-ExtendedProblemSolving3-23-2Figure3-2PurchaseInvolvementandPurchaseDecisionClassification3-321Webster1988223-3Figure3-3Purchasedecisiontypeandconsumerinformationsearchlevel3.3.2196923BlodgettHill41234485118-6039.5%2450.7%44.5%41.1%35KatonaMueller195550%KingSummers3.43.4.1(perceivedrisk)RaymondBauer196025BauerCoxCunninghanm1967coxJacobyKaplan(1972)Cunninghanm(Financialrisk)(Functionalorperformancerisk)(physicalrisk)(psychologicalrisk)(socialrisk)PeterTarpey1975JacobyKaplan(timerisk)26Clend19963.4.2Festinger(1957)theoryofcognitivedissonance3.4.3272844.14-14-1Figure4-1Theinfluencemodelofword-of-mouthfactorsonfirsttimepurchasedecision(ExploringResearch)1234n...123...29DescriptiveResearch4.24.2.1:12,,,mxxx⋅⋅⋅:12,,,nzzz⋅⋅⋅1111122112211222221122...........nnnnmmmmnnmxbzbzbzexbzbzbzexbzbzbze=++⋅⋅⋅++=++⋅⋅⋅++=++⋅⋅⋅++30XBZE=+XBZEEX=BZZ11914.34.3.1Churchill(1979)4-1211931SPSS10.0AMOS4.04-1Table4-1Theconstitutionofword-of-mouthinfluenceelementsCox1967,Woodside(1968),PeterTarpey(1975)Festinger(1957)Soloman,ConsumerBehavior6thEd.Prentice-Hall(2004)Soloman,ConsumerBehavior6thEd.Prentice-Hall(2004)20002003214-24-2Table4-2Theinitialsetofword-of-mouthinfluenceelements32I1I2I3I4I5I6I7I8I9I10I11I12I13I14SPA33I15I16I17I18I19I20I214.3.2(MultidimensionalScaling,MDS)34(Likert7point)1-71919774EducationAgeOccupationIncome4.3.310I2I18I19I1I1“”I10352003“”4-3“”“”4-3Table4-3Therevisedsetofword-of-mouthinfluenceelementsI1I2I3I4I5I6I736I8I9I10I11I12SPAI13I14I15I16I17I18I19374.3.420061111120SPA“”“”10-1521210,2003152100300,,279,93%4.3.54-430-3972.8%24.0%31.9%17.2%211%83.5%50030007.2%20057.6%86.4%92.7%100003881.0%4-4Table4-4CharacteristicsoftheSampleConsumers%(1)3813.6(2)4716.8(3)17863.8(4)165.7279(1)2572.5(2)25-294716.8(3)30-3412845.9(4)35