本文關鍵詞： 在線評論 感知有用性 購買意愿 自我效能　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：在互聯(lián)網(wǎng)時代的背景下,網(wǎng)絡購物逐漸成為人們購買商品的重要渠道和消費方式。網(wǎng)購環(huán)境下,消費者無法親身體驗和觸摸商品,為了降低網(wǎng)絡購物的不確定性風險,大部分消費者選擇查看在線評論。在線評論是消費者通過在線購物網(wǎng)站購買商品后,在網(wǎng)站上發(fā)表的關于對所購買商品或服務體驗的評價與反饋。在線評論克服了商家明顯利己的偏向,正負評論同時存在,更加客觀和真實。通過對以往研究的梳理和總結,大量學者對在線評論進行了比較系統(tǒng)和全面的研究,也形成了較為成熟的研究成果。已有研究大多對初始評論和追加評論不加以細分,統(tǒng)稱為在線評論,也有學者重點研究追加評論,但是都忽略了同一評論者給出的初始評論和追加評論會發(fā)生態(tài)度的變化以及這種變化會對消費者的感知有用性和購買意愿產(chǎn)生怎樣的影響。因此,本文基于評論效價,將初始評論到追加評論的動態(tài)變化分為一致性在線評論和矛盾性在線評論,以消費者的感知有用性為中介變量,自我效能為調節(jié)變量,研究兩種動態(tài)變化類型對消費者購買意愿產(chǎn)生的差異。本文以淘寶網(wǎng)上運動鞋的初始評論和追加評論為例,采取實驗研究的方法,通過設計四組調查問卷,利用SPSS21.0軟件對調查問卷的數(shù)據(jù)進行分析和處理,檢驗假設是否成立。結果表明,一致性與矛盾性在線評論相比,矛盾性在線評論產(chǎn)生的有用性感知更強,兩種變化類型的評論都是通過感知有用性作用于消費者的購買意愿。自我效能會調節(jié)消費者對在線評論的有用性感知,自我效能高的消費者認為矛盾性在線評論的感知有用性更高,進而采納矛盾性在線評論信息做出購買決策,而自我效能低的消費者認為一致性在線評論的感知有用性更高,進而采納一致性在線評論信息做出購買決策。本文以評論效價為基礎合理劃分初始評論到追加評論的動態(tài)變化,更加細化現(xiàn)有研究,彌補了現(xiàn)有研究的不足。為商家區(qū)別對待兩種不同變化類型變化的在線評論以及購物平臺重視信息的管理實行精準營銷提供新的視角,同時鼓勵消費者發(fā)揮評論者的作用,給出真實客觀的評價信息,提高自身自我效能,提高購買效率,降低購買風險。
[Abstract]:In the background of the Internet era, online shopping has gradually become an important channel and consumption mode for people to buy goods. In the online shopping environment, consumers can not experience and touch the goods. In order to reduce the risk of uncertainty in online shopping, most consumers choose to view online reviews, which are products that consumers buy through online shopping sites. Online reviews overcome the perceived self-interest bias of merchants, and both positive and negative comments exist. Through combing and summarizing the previous research, a large number of scholars have carried out a relatively systematic and comprehensive study on online reviews. Most of the previous studies do not subdivide the initial comments and additional comments, which are called online reviews, and some scholars focus on the additional comments. However, both the initial comment and the additional comment given by the same reviewer will change their attitude and how this change will affect consumers' perceived usefulness and willingness to buy. In this paper, the dynamic changes from initial comment to additional comment are divided into consistent online comment and contradictory online comment, with consumer perceived usefulness as intermediary variable and self-efficacy as adjustment variable. This paper takes the initial comment and supplementary comment of sneakers on Taobao as an example, adopts the method of experimental research and designs four groups of questionnaires. The data of the questionnaire are analyzed and processed by SPSS21.0 software, and the hypothesis is tested. The result shows that the consistency is compared with the contradictory online comment. Contradictory online reviews have a stronger sense of usefulness. Both types of comments affect consumers' willingness to buy through perceived usefulness. Self-efficacy regulates consumers' perception of usefulness for online reviews. Consumers with high self-efficacy thought that the perceived usefulness of contradictory online reviews was higher, and then adopted contradictory online comments information to make purchase decisions. Consumers with low self-efficacy think consistency online reviews are more useful for perception. Then we use the consistent online comment information to make the purchase decision. This paper divides the dynamic change of initial comment to additional comment reasonably based on the value of comment, and further refines the existing research. It provides a new perspective for merchants to treat two different types of changes of online reviews and shopping platform to focus on the management of information to implement precision marketing. At the same time, consumers are encouraged to give full play to the role of reviewers, give real and objective evaluation information, improve their own self-efficacy, improve purchasing efficiency and reduce purchase risk.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F713.55

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本文編號：1444357