【摘要】：根據(jù)CNNIC發(fā)布的數(shù)據(jù)顯示,到去年12月,中國網(wǎng)民的數(shù)量超過6億人次,相比2012年增加了5300多萬人；整個網(wǎng)絡(luò)市場交易額達到1.8萬億,比去年增加42.8%。未來幾年,中國網(wǎng)購市場將會有更迅速的發(fā)展,交易規(guī)模預(yù)計2015-2016年超過30000億元。在中國網(wǎng)購市場發(fā)展中,淘寶網(wǎng)的發(fā)展極為迅速。據(jù)數(shù)據(jù)顯示,淘寶網(wǎng)2013年光棍節(jié)當天交易額達到350.19億,相當于中國日均社會零售總額的5成。然而網(wǎng)絡(luò)是把雙刃劍,既促進了交易的達成,也伴隨著問題的出現(xiàn)。虛擬環(huán)境下,消費者無法親身體驗產(chǎn)品,只能通過網(wǎng)絡(luò)信息的搜集、比較和評價來判斷產(chǎn)品或服務(wù),這就使得購買存在很大的風(fēng)險。尤其是網(wǎng)購化妝品時,消費者對于產(chǎn)品的質(zhì)量、使用功效等無法真正了解,此時在線評論的信息成為消費者做出購買決策的重要參考。因此本文選擇這一研究課題具有一定的研究意義和理論意義。 通過對國內(nèi)外文獻的回顧與研究,在線評論目前涉及的維度包括評論的方向、類型、數(shù)量、質(zhì)量、長度、表達方式等等。本文基于傳播說服理論以及消費者購買行為的S-O-R模式,選擇評論者專業(yè)性、評論的數(shù)量、評論的質(zhì)量、評論的時效性、評論的效價、接收者的專業(yè)性以及與評論者的相似性七個維度,將其作為自變量,并以顧客信任為中介變量,構(gòu)建在線評論、顧客信任、購買決策的關(guān)系模型。 研究主要是采用問卷調(diào)查的方法對淘寶網(wǎng)化妝品交易過程進行調(diào)查。通過小樣本調(diào)查驗證問卷的信度和效度,并對問卷進行修改。正式調(diào)查主要是通過問卷星網(wǎng)站進行,共獲取287份有效問卷,利用SPSS20.0軟件對數(shù)據(jù)進行分析,得出本文的研究結(jié)論。 本文的研究結(jié)論是：評論者的專業(yè)性、評論數(shù)量、評論內(nèi)容質(zhì)量、評論效價以及與評論者相似性均正向影響顧客信任和購買決策；接收者專業(yè)性對顧客信任和購買決策有顯著的負向影響；評論的時效性對顧客信任和購買決策的影響不顯著；顧客信任在評論者的專業(yè)性、評論質(zhì)量對購買決策的影響中起完全中介作用；顧客信任在評論數(shù)量、評論效價、接收者專業(yè)性、與評論者相似性對購買決策的影響中起部分中介作用。 根據(jù)本文的研究結(jié)果,對化妝品網(wǎng)絡(luò)零售商提出建議。首先,高度重視在線評論的營銷價值；其次,要發(fā)掘?qū)I(yè)能力高的評論者,發(fā)揮領(lǐng)袖作用；再次,重視在線評論本身的特征,比如：采取措施增加評論的數(shù)量,鼓勵消費者發(fā)表高質(zhì)量的評論等。
[Abstract]:By December, China had more than 600 million Internet users, an increase of more than 53 million from 2012, and the total online market value reached 1.8 trillion, an increase of 42.8 percent from last year, according to data released by CNNIC. China's online shopping market is expected to grow more rapidly in the next few years, with deals expected to exceed 3 trillion yuan in 2015-2016. In the development of China's online shopping market, Taobao's development is extremely rapid. Taobao's trading volume on Singles' Day in 2013 reached 35.019 billion, equivalent to 50 percent of China's average daily retail sales, according to data. However, the network is a double-edged sword, not only promote the transaction, but also accompanied by the emergence of problems. In the virtual environment, consumers can not experience the product personally, and can only judge the product or service through the collection, comparison and evaluation of network information, which makes the purchase very risky. Especially when buying cosmetics online, consumers can't really understand the quality and efficacy of products, so the information of online reviews becomes an important reference for consumers to make purchase decisions. Therefore, this paper chooses this research topic to have the certain research significance and the theory significance. Through the review and research of domestic and foreign literature, the dimensions of online review include the direction, type, quantity, quality, length, expression and so on. Based on the theory of communication persuasion and the S-O-R model of consumer buying behavior, this paper chooses the professional of the reviewer, the quantity of the comment, the quality of the comment, the timeliness of the comment, the titer of the comment. The receiver's professionalism and similarity with the reviewer are regarded as independent variables, and the relationship model of online comment, customer trust and purchase decision is constructed with customer trust as intermediary variable. The research mainly uses the questionnaire survey method to Taobao cosmetics trade process investigation. The reliability and validity of the questionnaire were verified by a small sample survey, and the questionnaire was revised. The formal investigation is conducted mainly through the questionnaire star website, a total of 287 valid questionnaires are obtained, and the data are analyzed by using SPSS20.0 software, and the research conclusions of this paper are obtained. The conclusions of this paper are as follows: the professionalism of reviewers, the quantity of comments, the quality of comments, the value of reviews and the similarity with reviewers all positively affect customer trust and purchasing decisions; Receiver professionalism has a significant negative impact on customer trust and purchasing decisions; the timeliness of comments has no significant impact on customer trust and purchase decisions; customer trust is the professional nature of reviewers. The effect of comment quality on purchase decision is completely mediated, while customer trust plays an intermediary role in the influence of comment quantity, comment titer, recipient professionalism and similarity with commenter on purchase decision. According to the research results of this paper, the recommendations for cosmetics online retailers are put forward. First, attach great importance to the marketing value of online reviews; second, explore highly professional commentators to play a leading role; third, pay attention to the characteristics of online reviews themselves, such as: take measures to increase the number of comments, Encourage consumers to make high-quality comments, etc.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F426.72

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相關(guān)期刊論文 前5條

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本文編號：2258581