本文選題：網(wǎng)絡(luò)評論 + 虛假評論�。� 參考：《浙江工商大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)評論方便人們網(wǎng)絡(luò)購物的同時也給人們帶來了一些困擾,原本作為獨(dú)立的、非商業(yè)性的購物參考依據(jù)卻被一些不良商家蓄意操縱,使得虛假評論充斥各大網(wǎng)絡(luò)購物平臺,給消費(fèi)者造成極大的困擾。國外學(xué)者已經(jīng)開始關(guān)注虛假評論,并取得一定的研究成果。但是國內(nèi)學(xué)者的研究仍然停留在網(wǎng)絡(luò)評論上,對于網(wǎng)絡(luò)虛假評論少有涉及。然而,網(wǎng)絡(luò)虛假評論造成的影響已經(jīng)不容忽視。因此,探索虛假評論與評論感知有用性的關(guān)系有著巨大的理論意義和實(shí)踐價值。本文在借鑒前人研究成果的基礎(chǔ)上,通過準(zhǔn)實(shí)驗(yàn)和調(diào)查問卷的方法收集相關(guān)數(shù)據(jù),對收集到的數(shù)據(jù)分析得出以下結(jié)論:(1)有虛假評論的網(wǎng)絡(luò)評論,其感知有用性顯著低于無虛假評論的網(wǎng)絡(luò)評論感知有用性。(2)有虛假正面評論的網(wǎng)絡(luò)評論,其感知有用性顯著低于不存在虛假正面評論的網(wǎng)絡(luò)評論感知有用性(3)有虛假負(fù)面評論的網(wǎng)絡(luò)評論,其感知有用性顯著低于不存在虛假負(fù)面評論的網(wǎng)絡(luò)評論感知有用性。(4)消費(fèi)者的說服知識水平和對評論操縱的態(tài)度在虛假評論對評論感知有用性的影響過程中存在調(diào)節(jié)作用。最后,本文的實(shí)證研究結(jié)論可以為企業(yè)更好的開展口碑營銷提供一定的參考和啟示。并幫助消費(fèi)者在網(wǎng)絡(luò)購物時快速獲得有用信息,不斷積累虛假評論判斷能力和識別能力,謹(jǐn)防虛假評論,以免做出不當(dāng)選擇。
[Abstract]:While the online comment is convenient for people to shop on the net, it also brings some troubles to people. Originally, as an independent, non-commercial shopping reference basis, however, it was deliberately manipulated by some bad merchants, which made the false comments flood all the major online shopping platforms. Cause great trouble to the consumer. Foreign scholars have begun to pay attention to false comments, and have achieved some research results. However, the research of domestic scholars still stays on the network comment, and there is little concern about the network false comment. However, the network false comments caused by the impact can not be ignored. Therefore, it is of great theoretical and practical value to explore the relationship between false comments and perceived usefulness of comments. Based on the previous research results, this paper collects the relevant data by quasi-experiment and questionnaire, and analyzes the collected data as follows: (1) Internet comments with false comments, Its perceived usefulness was significantly lower than that of non-false comments. (2) Internet reviews with false positive comments, Its perceived usefulness is significantly lower than that of network comments without false positive comments (3) Internet comments with false negative comments, The perceived usefulness is significantly lower than the perceived usefulness of online reviews without false negative comments. (4) consumers' persuasive knowledge level and attitude towards comment manipulation play a regulating role in the process of the influence of false comments on the perceived usefulness of comments. Finally, the conclusion of this paper can provide some reference and inspiration for enterprises to carry out word-of-mouth marketing. It also helps consumers get useful information quickly, accumulate judgment ability and recognition ability of false comments, and guard against false comments so as to avoid making improper choices.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F713.55

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本文編號：2051914