共查询到20条相似文献，搜索用时 187 毫秒
1.
《西安文理学院学报》2020,(4)
提出影响大学生购买意愿的假设,然后以宿州学院大学生为例,通过问卷调查收集网络口碑传播对大学生购买意愿影响的相关数据,使用SPSS软件对回收的有效问卷数据真实性、有效性、相关性等进行分析与检验,使用回归分析法对大学生购买意愿的假设进行验证,结果表明,网络口碑数量、质量和来源都与大学生购买意愿呈正相关.通过研究,了解口碑传播对大学生购买意愿的影响程度,把握网络口碑涉入程度和大学生购买行为之间的关系,结合大学生购买决策影响因素,提出企业网络口碑传播相关建议. 相似文献
2.
《商洛学院学报》2019,(5):63-68
为了进一步了解网络口碑对于消费者行为的影响机理,以网购经历较多的青年用户作为主要抽样调查对象,以感知有用性和感知可靠性作为中介变量,利用SPSS 17.0,对口碑传播者专业知识,网络口碑内容特征,传播双方关系强度,接受者的信任倾向等因素与消费者购买意愿进行相关分析和回归分析。结果显示,传播双方关系强度与购买决策的相关系数均为0.3～0.5,口碑内容特征与购买决策的相关系数均为0.3～0.5,受者信任倾向与感知有用性的相关系数均为0.3～0.4,感知有用性和感知可靠性对购买意愿均在0.01水平上呈现显著正相关。建议企业加强传播双方关系强度,完善口碑信息内容管理,鼓励专业性消费者进行口碑宣传。 相似文献
3.
忠诚,是指具有独立价值的人对面临的人际关系或事物所表现出来的竭尽全力的心理追求和行为指向。忠诚在幼儿园管理上包括顾客忠诚、教师忠诚、投资者忠诚三个方面。其价值体现在:1.增加入园幼儿的数量。口碑传播在购买服务中起着重要的作用,口碑传播往往比其他信息来源更具有信誉,它能吸引并留住众多的忠诚顾客,有利于幼儿园顾客之间的口碑相传,从而增加幼儿入园的数量。2.增强幼儿园人力资本。幼儿园管理的忠诚伦理规范具有核心价值的导向效能、情感凝聚的创造效能、坚强信念的支持效能。教师从幼儿园的忠诚中体验到满足和成就,从而学会更… 相似文献
4.
创业意向是预测创业行为的关键指标,激发大学生创业意向是高校创业人才培养的核心目标.依据社会资本理论和心理资本理论构建影响大学生创业意向模型,采用问卷法对10所高校的2025名大学生进行创业意向调研,探究社会资本与大学生创业意向的关系,考察心理资本和主动性人格对不同社会资本水平大学生创业意向的影响路径,结果表明:①社会资本显著正向预测大学生创业意向;②心理资本在社会资本与大学生创业意向关系中起部分中介作用;③社会资本、心理资本与创业意向关系模型受主动性人格调节,调节的是社会资本对创业意向的直接路径,以及社会资本—心理资本—创业意向中介链条的后半段路径. 相似文献
5.
文章采用关键事件分析法,以福州、厦门、泉州地区30家酒店顾客在携程网上的在线点评为研究样本,分析顾客感知服务质量五维度对顾客购买意向的影响,并对不同地区、不同星级、不同管理模式、不同经营年限、不同类型的酒店顾客感知的服务质量维度作了对比分析。研究发现：有形性对顾客重复购买意向的影响最大;度假型酒店的有形性、保证性和移情性对顾客重复购买意向的影响最大,而商务型酒店的响应性和可靠性则是顾客最关注的因素;不同管理模式、不同经营年限的酒店因顾客类型不同,影响顾客重复购买意向的影响因素也会存在差异。就此,提出了酒店提高服务质量、增加顾客重复购买意向的相关建议。 相似文献
6.
博物馆逐渐成为城市居民日常休闲旅游的重要选择而备受推崇。各地博物馆普遍通过优化解说系统，丰富解说内容以延长游客停留时间、增加消费和促进知识传播。然而，上述操作又容易导致游客疲劳。以广东省博物馆新馆的314位游客为样本，探讨博物馆解说中的游客疲劳、游客体验以及行为意向的相互关系。首先基于现有研究构建并验证了博物馆游客疲劳量表，形成了身体疲劳、情感疲劳、认知疲劳和低成就感四个维度。研究结果表明，1.博物馆内的解说系统规划越有效，游客的疲劳程度越低；当游客疲劳程度越低时，他们的参观体验和行为意向会越高；2.解说系统、游客体验、行为意向三者之间呈显著的正相关关系。当博物馆解说系统得到有效的规划时，游客的体验质量会因此得到提高，行为意向也越强；3.游客疲劳和游客体验分别在解说系统和行为意向之间起到部分中介作用并形成中介链。基于上述结果，进一步提出管理建议。 相似文献
7.
为考察社交焦虑在社会排斥与大学生网络偏差行为之间的中介效应以及网络消极情绪体验的调节效应,使用社会排斥量表、社交焦虑量表、网络消极情绪体验量表与网络偏差行为量表对822名大学生进行调查。结果显示:(1)社会排斥显著正向预测大学生网络偏差行为;(2)社交焦虑在社会排斥与网络偏差行为的关系中起部分中介作用;(3)网络消极情绪体验调节了社会排斥对大学生网络偏差行为这一中介过程的后半段路径。社会排斥对大学生网络偏差行为的影响是有调节的中介效应。 相似文献
8.
基于社会嵌入理论,利用13339名高校毕业生的调查数据,研究了创业支持(关系嵌入)、创业阻力(结构嵌入)、价值认同(认知嵌入)和文化规范(文化嵌入)四个社会嵌入变量对大学生创业意向的影响,以及创业自我效能的中介作用。研究发现:(1)四个社会嵌入变量分别直接影响大学生创业意向,创业支持、创业阻力和价值认同产生显著积极影响,文化规范产生显著消极影响;(2)四个社会嵌入变量分别以创业自我效能为中介间接影响创业意向,创业自我效能在社会嵌入和大学生创业意向之间起部分中介作用;(3)社会嵌入对大学生创业意向影响的总效应量达到0.761,关系嵌入在四个社会嵌入变量中的效应量(0.483)最大。 相似文献
9.
沙吉 《江苏经贸职业技术学院学报》2010,(1)
近年来,随着对顾客忠诚研究的深入,如何强化顾客的重复购买意向、留住顾客,成为备受关注的问题。OTC药品市场的迅速发展,促使业界和学界深入探究顾客重复购买意向影响因素。在国内外学者对重复购买相关研究的基础上,从分析OTC药品业市场入手,建立OTC药品重复购买意向影响因素模式,探讨影响OTC药品顾客忠诚的顾客满意、权威影响和顾客购买便利程度三个主要驱动因素。医药企业应把顾客忠诚驱动因素作为营销的着力点,将营销重心从注重交易转向注重关系的建立、维持和发展,并建立长期相互依存的关系。 相似文献
10.
高校学生对学校品牌忠诚的形成研究——基于品牌社群视角 总被引：1，自引：0，他引：1
本文借鉴品牌社群理论,研究了大学生对学校品牌忠诚的表现、形成驱动因子及相互作用关系。研究发现：快乐休闲式的在校体验对大学生融入学校品牌有显著影响,进而对忠诚行为以及忠诚意向的产生有推动作用;紧张刺激的在校体验对大学生理解学校的传统与精神有积极作用,进而对忠诚意向的产生具有显著影响。 相似文献
11.
This article examines the determinants of eco-friendly electronic good consumption among students at a large Australian university who have been exposed to a marketing campaign, Mobile Muster. Empirical research generally shows younger consumers to be less concerned about the environment. Similar studies demonstrate that peer pressure has a large role to play. Accordingly, using the theories of reasoned action and planned behavior, this study examines subjective norms, attitudes, perceived control, environmental concern, altruism, risk aversion, price consciousness, involvement, branding, environmental knowledge, and their relationship with purchase intentions. It is the first study to examine these effects on the purchase of eco-friendly phones, a product of high personal relevance to these consumers. Mediation effects were also assessed. Results showed that subjective norms (friends/experts) can increase intentions and mediate the relationship between information and intentions. Involvement emerged as a significant influencer on intentions, presenting new findings for the literature. Moreover, higher levels of objective knowledge increased intentions. This supported the significant role of the Mobile Muster scheme in dispersing knowledge. These findings are of practical value to educators, allowing them to determine factors that influence consumer knowledge and norms with the aim of enabling students to form more ecological relevant purchase intentions. 相似文献
12.
探讨社会网络嵌入与大学生创业意向的关系,采用社会网络量表、核心自我评价量表、威廉斯创造倾向测评量表、创业意向量表对大一到大四360名大学生进行调研。结果发现:（1）社会网络嵌入与核心自我评价、创造倾向和大学生创业意向呈显著正相关;（2）社会网络嵌入显著正向预测启示作用 相似文献
13.
This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as well as for administrative decision-making. A questionnaire survey was conducted on university students in Taiwan, and 470 valid samples were retrieved. The data were analysed with structural equation modelling and multi-group analysis. The results showed that brand image influences customer satisfaction, which in turn affects customer lifetime value. Satisfaction is a partial mediating variable between brand image and customer lifetime value. Multi-group analysis found that gender has no interfering effect between brand image and satisfaction, nor does it between satisfaction and customer lifetime value or between brand image and customer lifetime value. 相似文献
14.
以网络口碑传播理论和相关研究为基础进行文献分析,提出研究假设,构建理论模型,并以泉州7家高校810名大学生作为研究对象进行问卷调查。运用结构方程模型(SEM)方法进行验证,得出网络口碑的质量、时效性、极性、强度与体育用品购买决策之间呈现正向相关关系。最后,依据实证研究结论提出重视网络口碑的营造,提高网络口碑质量,及时更新网络口碑信息,注重网络口碑极性以及关注网络口碑的强度的管理建议。 相似文献
15.
Ramazan Yilmaz Fatma Gizem Karaoglan Yilmaz Ebru Kilic Cakmak 《Interactive Learning Environments》2017,25(8):949-969
The purpose of this study is to examine the impacts of transactive memory system (TMS) and interaction platforms in computer-supported collaborative learning (CSCL) on social presence perceptions and self-regulation skills of learners. Within the scope of the study, social presence perceptions and self-regulation skills of students in collaborative groups constructing knowledge in wiki, blog, podcast and Facebook platforms in CSCL processes were compared. The study is designed as a pretest and post-test control group study and was carried out with 97 university students. Social presence and self-regulation scales were administered as pretest in the study. At the end of process, social presence, self-regulation, transactive memory scales and semi-structured student opinion forms were administered as post-test. When the findings were examined, it was seen that interaction platforms and the TMS level of the group did not have a significant impact on social presence perception individually; yet common impact of these two variables was significant. When the impact of interaction platforms and the TMS on self-regulation skills was examined, it was found that whilst interaction platforms had a significant impact, the TMS alone and interaction platforms–TMS common impact were not significant. 相似文献
16.
Alyson Simpson 《Technology, Pedagogy and Education》2016,25(2):135-151
This article focuses on the pedagogic value of dialogue to strengthen pre-service teachers’ reflective practices and improve their knowledge about the power of talk for learning. Dialogic learning was introduced to a unit of study taken by a final-year cohort of students in an initial teacher education degree at an urban university in Australia. Various opportunities for dialogue were designed into the unit through blended learning such as face-to-face tutorials, social networks and Viva Voce contexts. In the face of mixed opinion on their efficacy, the author profiles the use of social networks as a means of incorporating more interactive discourse through Web 2.0 platforms in higher education. The mixed-methods study reports on data collected from focus group interviews run at the end of the semester. An analytical framework based on Alexander’s principles of dialogic learning is used to interrogate the data set. The results illustrate the positive impact that dialogue employed as a pedagogic tool had on the value students perceived of their learning experience. It is recommended that designs for learning in higher education incorporate iterative exchanges across a variety of blended learning contexts to encourage productive interactions between students, peers and tutors. 相似文献
17.
Gabriel Simiyu Ronald Bonuke Joyce Komen 《Journal of Marketing for HIGHER EDUCATION》2020,30(1):66-86
ABSTRACT Using cross-sectional data from 504 students from four Kenyan universities, this study evaluates the indirect effect of brand personality on the relationship between social media and students’ behavioral intentions to enroll in postgraduate studies. Additionally, the study examines the moderating effect of attitude on the relationship between social media and brand personality, social media and students’ behavioral intentions, brand personality and students’ behavioral intentions. Finally, it investigates the moderating effect of attitude on the indirect process of brand personality on the relationship between social media and students’ behavioral intentions. The study is guided by the Theory of Planned Behavior, Technology Acceptance Model and Self Congruity Theory. Process Macro is used to analyze data. Results indicate that social media significantly predicts students’ behavioral intentions and this relationship is partially mediated by brand personality. Besides, attitude moderates the relationship between social media and students’ behavioral intentions and also the relationship between brand personality and students’ behavioral intentions. Finally, attitude has a conditional effect on the indirect relationship between social media and student’s behavioral intentions via brand personality and this effect is much stronger with a higher level of attitude. These findings contribute new knowledge to literature and theory. 相似文献
18.
社会管理视野中的高校学生社区建设 总被引：1，自引：0，他引：1
探索高校学生社区建设与管理,既是适应高校后勤服务社会化趋势的要求,也是社会管理的要求。运用社区建设与管理的理论与方法,高校学生社区建设应重点加强主体建设、关系建设、机制建设和文化建设,以形成学生社区安定的生活环境和和谐的人际环境。 相似文献
19.
Efthymios Constantinides Marc C. Zinck Stagno 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):7-24
The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution. The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments. The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice. While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools. 相似文献
20.
Tri D. Le Angela R. Dobele Linda J. Robinson 《Journal of Higher Education Policy & Management》2019,41(1):18-34
Universities are increasingly utilising social media for student recruitment, the most highly used channel for prospective students. However, research on information gathering and electronic word-of-mouth (eWOM)-seeking behaviours on social media is generally absent. This paper explores the information sought by prospective students on social media, by analysing data from actual conversations on Quora, a social media question-and-answer site. Content analysis of 865 questions was conducted to examine the information regarding the factors students seek when selecting a university. The findings report information requirements on five major dimensions, namely reputation, career prospect, learning and leaching, administration and student life. This paper contributes to higher education literature by revealing the university information search factors students most commonly seek on social media, utilising a unique data source derived from actual online questions. Through understanding the eWOM-seeking behaviours of prospective students, universities can more accurately target their social media content. 相似文献