本文選題：網(wǎng)絡(luò)購(gòu)物　切入點(diǎn)：在線評(píng)論　出處：《遼寧大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)的飛速發(fā)展為網(wǎng)絡(luò)購(gòu)物的興起和繁榮提供了良好的契機(jī)。網(wǎng)絡(luò)購(gòu)物的方便和快捷使得很多消費(fèi)者改變了傳統(tǒng)的購(gòu)物模式,開始選擇在網(wǎng)上購(gòu)買商品和服務(wù)。然而網(wǎng)絡(luò)環(huán)境畢竟是虛擬的,虛擬的環(huán)境使得買賣雙方信息不對(duì)稱,加大了消費(fèi)者購(gòu)買商品的不確定性。特別是對(duì)一些商品和服務(wù)不了解、缺乏相關(guān)知識(shí)和購(gòu)買經(jīng)驗(yàn)的買家,在購(gòu)買商品之前更加需要一些信息作參考,此時(shí)在線評(píng)論便顯得尤為重要。目前很多學(xué)者對(duì)在線評(píng)論與消費(fèi)者行為的關(guān)系進(jìn)行了研究,雖然這些研究各有優(yōu)劣,卻沒有形成統(tǒng)一的范式。本文以網(wǎng)購(gòu)化妝品為例,從評(píng)論源、評(píng)論自身、評(píng)論接收者三個(gè)方面研究在線評(píng)論對(duì)購(gòu)買意愿的影響。希望對(duì)這方面的研究貢獻(xiàn)一份力量。具體的研究過程如下。首先,本研究搜集和閱讀了國(guó)內(nèi)外的相關(guān)文獻(xiàn),參考已有的研究結(jié)論,在此基礎(chǔ)上,提出本研究假設(shè),構(gòu)建本研究理論模型。其次,參考國(guó)內(nèi)外成熟量表設(shè)計(jì)出適合本研究的調(diào)查問卷,以線上和線下相結(jié)合的方式進(jìn)行大規(guī)模發(fā)放。對(duì)所搜集到的數(shù)據(jù)利用SPSS19.0進(jìn)行統(tǒng)計(jì)分析。主要是對(duì)樣本特征進(jìn)行描述性統(tǒng)計(jì)分析,對(duì)問卷進(jìn)行效度和信度分析。在探求消費(fèi)者在線評(píng)論與購(gòu)買意愿各維度之間的關(guān)聯(lián)性時(shí),主要采用相關(guān)分析的方法；在考察消費(fèi)者在線評(píng)論對(duì)購(gòu)買意愿的作用時(shí),主要采用線性回歸分析法。再次,在嚴(yán)謹(jǐn)?shù)臄?shù)據(jù)分析和實(shí)證檢驗(yàn)的基礎(chǔ)上,本研究得出以下結(jié)論。即評(píng)論者的專業(yè)性,評(píng)論的質(zhì)量、數(shù)量、效價(jià)、時(shí)效性正向影響消費(fèi)者的購(gòu)買意愿,接收者的專業(yè)能力負(fù)向影響消費(fèi)者的購(gòu)買意愿,且影響結(jié)果均顯著。評(píng)論的強(qiáng)度不能顯著影響消費(fèi)者的購(gòu)買意愿。最后,根據(jù)本文的研究結(jié)果,對(duì)化妝品網(wǎng)絡(luò)零售商提出建議和對(duì)策。(1)高度重視在線評(píng)論的營(yíng)銷價(jià)值；(2)發(fā)掘?qū)I(yè)能力高的評(píng)論者；(3)重視在線評(píng)論本身的特征,比如：利用好評(píng)返現(xiàn)、積分等促銷手段,鼓勵(lì)消費(fèi)者發(fā)表高質(zhì)量的在線評(píng)論。本研究肯定自身研究?jī)r(jià)值的基礎(chǔ)上也指出了本研究的不足,為后續(xù)研究以借鑒和參考。
[Abstract]:The rapid development of the Internet provides a good opportunity for the rise and prosperity of online shopping. The convenience and rapidity of online shopping makes many consumers change the traditional shopping mode. Began to choose to buy goods and services online. However, the network environment is virtual after all, the virtual environment makes the information asymmetry between buyers and sellers, which increases the uncertainty that consumers buy goods, especially for some goods and services. Online reviews are especially important for buyers who lack the knowledge and experience they need before buying a product. Many scholars have studied the relationship between online reviews and consumer behavior. Although these studies have their own advantages and disadvantages, they do not form a unified paradigm. This paper studies the effect of online reviews on purchasing intention from three aspects. I hope to contribute to this research. The specific research process is as follows. First, this study collected and read the relevant literature at home and abroad. Referring to the existing research conclusions, this research hypothesis is put forward, and the theoretical model of this study is constructed. Secondly, the questionnaire suitable for this study is designed with reference to the mature scale at home and abroad. A large-scale distribution is carried out by combining online and offline data, and the collected data are analyzed by SPSS19.0. The main purpose is to carry out descriptive statistical analysis of the sample characteristics. The validity and reliability of the questionnaire were analyzed. In order to explore the correlation between the dimensions of consumers' online reviews and purchase intentions, the method of correlation analysis was mainly used, and the effect of online reviews on purchase intention was investigated. Thirdly, on the basis of rigorous data analysis and empirical test, this study draws the following conclusions: the professional nature of the reviewer, the quality, quantity, titer of the commentary, Timeliness has a positive impact on consumers' willingness to buy, while the professional ability of recipients negatively affects consumers' willingness to buy, and the results are significant. The intensity of comments does not significantly affect consumers' willingness to buy. Finally, According to the research results of this paper, this paper puts forward suggestions and countermeasures for online cosmetics retailers. (1) attach great importance to the marketing value of online reviews. Sales promotion measures such as credit points encourage consumers to publish high-quality online reviews. This study affirms the value of its own research and points out the shortcomings of this study, which can be used for reference and reference for further research.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F426.72;F713.55

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