本文關(guān)鍵詞：體驗(yàn)型產(chǎn)品的在線評(píng)論對(duì)消費(fèi)者購(gòu)買意愿的影響研究　出處：《黑龍江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 在線評(píng)論 情感極性 品牌熟悉度 消費(fèi)者產(chǎn)品專業(yè)能力

【摘要】：隨著近幾年購(gòu)物網(wǎng)站的快速發(fā)展,網(wǎng)上購(gòu)物已經(jīng)成為人們?nèi)粘Ｉ畹囊徊糠帧Ｔ絹碓蕉嗟膰?guó)內(nèi)外學(xué)者開始重視在線評(píng)論對(duì)消費(fèi)者購(gòu)買行為的影響研究,但對(duì)于影響在線評(píng)論口碑效應(yīng)的多種因素變量相互調(diào)節(jié)作用的研究較少。本文基于前人關(guān)于在線評(píng)論對(duì)消費(fèi)者行為影響的研究及相關(guān)理論,采用2(情感極性:正,負(fù))×2(品牌熟悉度:高,低)×2(消費(fèi)者商品專業(yè)能力:高,低)的實(shí)驗(yàn)設(shè)計(jì)法,以體驗(yàn)實(shí)用型商品作為研究對(duì)象,深入研究在體驗(yàn)型商品中,在線評(píng)論情感極性不同水平對(duì)消費(fèi)者購(gòu)買意愿的影響,及品牌熟悉度和消費(fèi)者產(chǎn)品專業(yè)能力對(duì)在線評(píng)論情感極性口碑效應(yīng)調(diào)節(jié)作用。本研究主要利用T檢驗(yàn)、協(xié)方差分析等統(tǒng)計(jì)方法對(duì)提出的假設(shè)模型進(jìn)行檢驗(yàn),得出以下研究結(jié)論:對(duì)于體驗(yàn)實(shí)用性產(chǎn)品,負(fù)向評(píng)論對(duì)消費(fèi)者購(gòu)買意愿影響要大于正向評(píng)論對(duì)消費(fèi)者的影響;品牌熟悉度對(duì)在線評(píng)論情感極性影響消費(fèi)者購(gòu)買意愿具有調(diào)節(jié)作用,品牌熟悉度高的消費(fèi)者其受到正向和負(fù)向評(píng)論的影響差異不大,品牌熟悉度低的消費(fèi)者,其購(gòu)買意愿受到負(fù)向評(píng)論的影響要大于正向評(píng)論的影響;消費(fèi)者產(chǎn)品專業(yè)能力對(duì)在線評(píng)論情感極性影響消費(fèi)者購(gòu)買意愿具有一定調(diào)節(jié)作用:當(dāng)消費(fèi)者產(chǎn)品專業(yè)能力低時(shí),其購(gòu)買意愿受到負(fù)向評(píng)論的影響更大;當(dāng)消費(fèi)者產(chǎn)品專業(yè)能力高時(shí),其對(duì)負(fù)向評(píng)論的影響效應(yīng)調(diào)節(jié)作用不大,負(fù)向評(píng)論對(duì)消費(fèi)者購(gòu)買意愿影響依舊大于正向評(píng)論的影響。
[Abstract]:With the rapid development of shopping websites in recent years, online shopping has become a part of people's daily life. More and more scholars at home and abroad began to pay attention to the impact of online reviews on consumer buying behavior. However, there are few studies on the interaction of factors affecting the online comment word-of-mouth effect. This paper is based on the previous research and related theories on the influence of online comment on consumer behavior. Using 2 (emotional polarity: positive, negative) 脳 2 (brand familiarity: high, low) 脳 2 (consumer commodity professional ability: high, low) experimental design method, to experience practical goods as the research object. The effect of different levels of emotional polarity of online comment on consumers' willingness to buy was studied in depth. The influence of brand familiarity and consumer product professional ability on online comment emotional polarity is regulated. This study mainly uses T test, covariance analysis and other statistical methods to test the proposed hypothesis model. The conclusions are as follows: for experiencing practical products, negative reviews have more influence on consumers' willingness to buy than positive comments on consumers; Brand familiarity has a moderating effect on the emotional polarity of online reviews. The consumers with high brand familiarity have little difference between positive and negative comments and consumers with low brand familiarity. The influence of negative comments on their willingness to buy is greater than that of positive comments; The professional ability of consumers' products has a certain regulating effect on the emotional polarity of online reviews: when the professional ability of consumers' products is low, their willingness to buy is more influenced by negative comments; When the professional ability of consumer product is high, its influence on negative comment is not significant, and the influence of negative comment on consumer's willingness to buy is still greater than that of positive comment.
【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55;F724.6

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