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摘要：信息高速发展的今天，网络舆情危机成为影响消费者做出消费决策时，不可忽视的影响因素。大学生作为运用网络社交媒体的优势者，导致其成为了网络舆情危机的典型受众群。因此，研究在网络舆情危机发生时，大学生的购买意愿是具有现实意义的。本文通过对网络舆情危机和大学生购买意愿的相关文献进行分析，归类整理了其中的主要观点，提出了网络舆情危机的负面信息强度、可信度和大学生对网络舆情危机的敏感程度三个变量，与大学生购买意愿有负相关关系的假设，并以南京市的在校大学生为研究对象进行实地调研，对回收数据用SPSS20.0软件进行信度效度、相关性分析和回归分析，得出了上述三个变量与购买意愿有负相关关系的结论，同时从消费者的角度，对网络舆情危机的管理和大学生消费行为提出了管理建议。29065
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关键词：网络舆情危机；大学生；消费者购买意愿
A Study on the Purchase Intention of Nanjing College Students in the Crisis of Network Public Opinion——The case of “Standard Event”of NongFu Spring
Abstract： The crisis of network public opinion is a factor which can not be ignored when consumers make their consumer decisions in this Internet social.As the advanced users of the online social media, college students are bound to become the typical audience of the crisis of network public opinion. Therefore, it has the great practical significance to study the crisis of network public opinion's effect on college student. This essay will summarize and analysis the relevant bibliography of the crisis of network public opinion and the purchase intention of college students. And I will classify the main viewpoint of these documents. Moreover, I will put forward the assumptions between three variables，which are the negative information intensity and credibility of the network public opinion crisis and the sensitivity degree of college students to the network public opinion crisis，and the intention of college students, suppose they have a negative correlation. As the research object of Nanjing University students for research, I will use SPSS20.0 software to make reliability validity, correlation and regression analysis with collected data, and draws the conclusion that the above three variables have a negative correlation with the purchase intention. At the same time, from the consumer's point of view, I will put forward management suggestions about the management of the network public opinion crisis and the behavior of college students .
Key words:The crisis of network public opinion；College students；Purchase intention
目 录
摘要…3
关键词3
Abstract…3
Key words…3
一、引言…4
（一）研究背景与意义4
1.研究背景4
2.研究目的及意义4
（二）研究内容和研究方法4
1.研究内容4
2.研究方法…5
3.技术路线图5
二、国内外研究现状综述7
（一）网络舆情危机研究综述…7
（二）消费者购买意愿研究综述8
（三）大学生消费群体研究综述8
（四）网络舆情危机影响的应对策略8
（五）国内外研究现状评述8
三、理论框架构建…8
（一）理论基础…8
（二）研究假设…9
四、问卷收集与统计分析9
（一）问卷设计…9
（二）目标群体选择10
（三）数据收集…10
（四）描述性统计10
（五）信度分析…11
（优尔）效度分析…11