中国农村市场口碑传播效果及影响因素的实证研究
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摘要
在中国农村地区,由于农民收入不断增长、消费环境不断改善以及国家各项政策支持,农村市场不断扩大。而且由于城市市场竞争加剧,企业纷纷转向农村市场以寻求新的发展机遇。并且不少企业将业务扩展到农村市场并取得了很好的成绩。
现有的口碑研究主要围绕城市市场来展开,而针对农村市场的研究还较少。在城市市场中,研究已证明口碑能在许多方面对消费者产生重要影响,如口碑能影响口碑接收者的短期和长期购买决策。而在农村地区,农村市场环境的特殊性对企业的营销提出了新的要求和挑战。由于受经济、地理、文化等因素的影响,农民消费更谨慎,而且购买决策在很大程度上受口碑的影响,因此农民消费趋同性明显。这表明适合在农村消费市场进行口碑营销,并且由于成本低,效果明显,因此口碑营销还应该成为企业开拓和稳固农村市场的首选。
通过构建农村市场口碑传播效果模型,运用探索性因子分析和结构方程模型揭示了农村市场中口碑对接收者的影响,以及影响口碑效果的主要因素。数据分析结果表明：第一,在各变量中,信任、信任倾向、受者的消费观念、受者专业性、传者动机和受者主动性与口碑效果正相关,而感知风险与口碑效果负相关。第二,关系强度、传者动机、信任倾向、传者专业性与信任正相关,而受者主动性、受者专业性和传者动机与信任负相关,但对口碑效果的间接影响均较小。第三,受者消费观念、受者专业性与感知风险正相关,而传者动机、关系强度、信任倾向和传者专业性与感知风险负相关,但对口碑效果的间接影响均较小。
根据以上研究结论,文章提出了企业在农村地区开展口碑营销的策略,主要有以下几个方面：第一,由于农民消费者的信任倾向普遍较高,企业需要通过设计等努力来满足农民消费者的需求,以维持和增强农民消费者的信任倾向；第二,培养农民消费者健康时尚的消费观念；第三,通过提高产品的质量,提供良好的售后维修服务来降低农民消费者的感知风险；第四,充分发挥意见领袖对农民消费者的影响,企业还应与农民消费者建立并发展成良好的关系；第五,通过让农民消费者得实惠来增加其搜寻和传播企业或产品信息的主动性；第六,企业应培养农民消费者有关产品知识,增强农民消费者的专业性。
In China's rural market, because of the increase of farmers' income and consumption, the improved environment of consumption, and the support of national policies, the rural market further expands. Meanwhile, the competition of the urban market has intensified, which forces companies to turn to the rural market seeking for new opportunities of development. And a number of companies have expanded to the rural market and achieved good results.
The existing researches on Word of Mouth(WOM) mainly pay attention to the urban market rarely to the rural market. And many researches have proved that WOM has a large impact on consumer in many aspects, for example, WOM can increase consumers' awareness on the related product, spread information about the product and affect consumer's purchase decision in short-term and long-term. However, the special environment raises new standards and challenges to companies' marketing in the rural market. Due to the impact of economics, geography and culture, the farmers are much more cautious in spending, and their purchasing decisions are easily affected by WOM, which makes the consumption in the rural market be alike to a largely extend. So, it shows that the WOM marketing is suitable for the rural market, and the lower costs, the larger effect also make the WOM marketing become the fist choice for the enterprises to entry the rural market and enlarge the business.
This paper builds the model about the effect of WOM, and reveals the effect of WOM on the recipient and the factors that affect the effect through exploratory factor analysis and structural equation model (SEM) analysis. The conclusions are the followings. Firstly, the trust, the recipient's trend to trust, the recipient's concept of consumption, the recipient expertise, the sender's motivation and the recipient's initiative to search information are positively related to the effect of word of mouth, while the perceived risk is negative. Second, the tie strength, the sender's motivation, the recipient's trend to trust and the sender's expertise are positively related to the trust, while their indirect effects on the WOM effect through trust are small. Third, the recipient's concept of consumption, the tie strength, the recipient's trend to trust and the sender's expertise are negative with the perceived risk, while their indirect effects on the WOM effect through the perceived risk are small.
According to the above conclusions, this paper proposes the following policies for enterprises to carry out business in the rural market. First, as farmers tend to have a larger trend to trust, so companies need to make efforts in design to meet farmer consumers' needs to maintain and enhance the farmer's trend to trust. Second, companies also should cultivate the consumer a healthy and fashionable consumption concept in the rural market. Third, companies can reduce the consumer's perceived risk through improving the quality and providing good after-sales service. Fourth, companies should make full use of the opinion leaders' impact on the consumers in the rural market, establish and develop a good relationship with the consumers. Fifth, companies should increase the farmers' initiative to search and send information on the company or product through providing much benefit to the consumers. Sixth, companies should increase the farmers' knowledge about the product to raise their expertise.
现有的口碑研究主要围绕城市市场来展开,而针对农村市场的研究还较少。在城市市场中,研究已证明口碑能在许多方面对消费者产生重要影响,如口碑能影响口碑接收者的短期和长期购买决策。而在农村地区,农村市场环境的特殊性对企业的营销提出了新的要求和挑战。由于受经济、地理、文化等因素的影响,农民消费更谨慎,而且购买决策在很大程度上受口碑的影响,因此农民消费趋同性明显。这表明适合在农村消费市场进行口碑营销,并且由于成本低,效果明显,因此口碑营销还应该成为企业开拓和稳固农村市场的首选。
通过构建农村市场口碑传播效果模型,运用探索性因子分析和结构方程模型揭示了农村市场中口碑对接收者的影响,以及影响口碑效果的主要因素。数据分析结果表明：第一,在各变量中,信任、信任倾向、受者的消费观念、受者专业性、传者动机和受者主动性与口碑效果正相关,而感知风险与口碑效果负相关。第二,关系强度、传者动机、信任倾向、传者专业性与信任正相关,而受者主动性、受者专业性和传者动机与信任负相关,但对口碑效果的间接影响均较小。第三,受者消费观念、受者专业性与感知风险正相关,而传者动机、关系强度、信任倾向和传者专业性与感知风险负相关,但对口碑效果的间接影响均较小。
根据以上研究结论,文章提出了企业在农村地区开展口碑营销的策略,主要有以下几个方面：第一,由于农民消费者的信任倾向普遍较高,企业需要通过设计等努力来满足农民消费者的需求,以维持和增强农民消费者的信任倾向；第二,培养农民消费者健康时尚的消费观念；第三,通过提高产品的质量,提供良好的售后维修服务来降低农民消费者的感知风险；第四,充分发挥意见领袖对农民消费者的影响,企业还应与农民消费者建立并发展成良好的关系；第五,通过让农民消费者得实惠来增加其搜寻和传播企业或产品信息的主动性；第六,企业应培养农民消费者有关产品知识,增强农民消费者的专业性。
In China's rural market, because of the increase of farmers' income and consumption, the improved environment of consumption, and the support of national policies, the rural market further expands. Meanwhile, the competition of the urban market has intensified, which forces companies to turn to the rural market seeking for new opportunities of development. And a number of companies have expanded to the rural market and achieved good results.
The existing researches on Word of Mouth(WOM) mainly pay attention to the urban market rarely to the rural market. And many researches have proved that WOM has a large impact on consumer in many aspects, for example, WOM can increase consumers' awareness on the related product, spread information about the product and affect consumer's purchase decision in short-term and long-term. However, the special environment raises new standards and challenges to companies' marketing in the rural market. Due to the impact of economics, geography and culture, the farmers are much more cautious in spending, and their purchasing decisions are easily affected by WOM, which makes the consumption in the rural market be alike to a largely extend. So, it shows that the WOM marketing is suitable for the rural market, and the lower costs, the larger effect also make the WOM marketing become the fist choice for the enterprises to entry the rural market and enlarge the business.
This paper builds the model about the effect of WOM, and reveals the effect of WOM on the recipient and the factors that affect the effect through exploratory factor analysis and structural equation model (SEM) analysis. The conclusions are the followings. Firstly, the trust, the recipient's trend to trust, the recipient's concept of consumption, the recipient expertise, the sender's motivation and the recipient's initiative to search information are positively related to the effect of word of mouth, while the perceived risk is negative. Second, the tie strength, the sender's motivation, the recipient's trend to trust and the sender's expertise are positively related to the trust, while their indirect effects on the WOM effect through trust are small. Third, the recipient's concept of consumption, the tie strength, the recipient's trend to trust and the sender's expertise are negative with the perceived risk, while their indirect effects on the WOM effect through the perceived risk are small.
According to the above conclusions, this paper proposes the following policies for enterprises to carry out business in the rural market. First, as farmers tend to have a larger trend to trust, so companies need to make efforts in design to meet farmer consumers' needs to maintain and enhance the farmer's trend to trust. Second, companies also should cultivate the consumer a healthy and fashionable consumption concept in the rural market. Third, companies can reduce the consumer's perceived risk through improving the quality and providing good after-sales service. Fourth, companies should make full use of the opinion leaders' impact on the consumers in the rural market, establish and develop a good relationship with the consumers. Fifth, companies should increase the farmers' initiative to search and send information on the company or product through providing much benefit to the consumers. Sixth, companies should increase the farmers' knowledge about the product to raise their expertise.
引文
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②杨琪.消费者网上购物感知风险的前置影响因素——基于C2C网站的实证研究[D],西南财经大学硕士学位论文,2008年12月
②杨琪.消费者网上购物感知风险的前置影响因素——基于C2C网站的实证研究[D],西南财经大学硕士学位论文,2008年12月
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⑥张莹,孙明贵.西方网络口碑传播效应研究进展[J].财贸研究,2008, (5)：109-116
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⑧崔海云.顾客资产及其驱动因素的实证研究[D].安徽财经大学硕士论文,2007
⑨崔海云.顾客资产及其驱动因素的实证研究[D].安徽财经大学硕士论文,2007
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②杨琪.消费者网上购物感知风险的前置影响因素——基于C2C网站的实证研究[D],西南财经大学硕士学位论文,2008年12月
②杨琪.消费者网上购物感知风险的前置影响因素——基于C2C网站的实证研究[D],西南财经大学硕士学位论文,2008年12月
④ Kim, E. Factors Impacting Customers'Trust in E-businesses:An Empirical Study of Customers'Initial Trust in E-businesses[D]. Doctor Dissertation. Southern Illinois University,2003
⑤ Kim, E. Factors Impacting Customers'Trust in E-businesses:An Empirical Study of Customers'Initial Trust in E-businesses[D]. Doctor Dissertation. Southern Illinois University,2003
⑥张莹,孙明贵.西方网络口碑传播效应研究进展[J].财贸研究,2008, (5)：109-116
⑦罗时鑫.口碑沟通对购买决策的影响研究——以大学生为例[D].浙江大学硕士学位论文,2007年4月
⑧崔海云.顾客资产及其驱动因素的实证研究[D].安徽财经大学硕士论文,2007
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