本文關(guān)鍵詞： 在線評論 社交媒體 電子口碑 電子商務(wù)　出處：《北京郵電大學》2015年碩士論文　論文類型：學位論文

【摘要】：近些年電子商務(wù)發(fā)展迅速,網(wǎng)絡(luò)購物成為了人們消費的主要方式之一。不同于傳統(tǒng)實體店的消費方式,消費者在網(wǎng)絡(luò)環(huán)境中的消費由于無法接觸到商品,更多地需要借助于電子口碑幫助決策。首先,在線評論作為電子商務(wù)平臺中的一種代表性的電子口碑,成為了消費者在線購物決策的重要信息來源。與此同時,隨著社交媒體的發(fā)展,社交媒體中的電子口碑信息對消費者的決策也產(chǎn)生了重要的影響。 雖然對消費者的購買行為均具有重要影響,但是電子商務(wù)平臺上的在線評論和社交媒體中的電子口碑在來源、組織方式、接觸途徑等方面都存在明顯差異。目前已有大量的研究分析這兩種口碑對消費者購買行為的影響,但很少有研究分析當消費者同時面對兩種口碑時的決策問題。本論文將首次研究當消費者同時面對電商平臺口碑和社交媒體口碑時,將傾向于采納哪種信息的問題。另外,本文將進一步分析消費者的認知水平、涉入度對調(diào)節(jié)口碑對消費者的影響作用。 本論文主要研究以下兩個問題：1,消費者面對電商平臺口碑和社交媒體口碑兩類信息的選擇機制是什么?2,消費者的認知水平、涉入度如何調(diào)節(jié)該機制?論文的結(jié)論表明：當消費者對電商平臺口碑的感知有用性和可信度降低時,他們會更傾向于采納社交媒體口碑；認知水平和涉入度對于消費者對口碑有用性的感知具有調(diào)節(jié)作用,但對口碑可信度的感知不具有調(diào)節(jié)作用。
[Abstract]:In recent years, the rapid development of e-commerce, online shopping has become one of the main ways of people's consumption. The store is different from the traditional consumption patterns, consumers in the network environment due to exposure to commodity consumption, more need to use electronic word-of-mouth to help decision-making. Firstly, online reviews as a representative of e-WOM e-commerce platform the information has become an important source of consumer online shopping decision-making. At the same time, with the development of social media, also produced important influence decision-making in the social media, electronic word-of-mouth on consumer information.
Although all have important influences on consumer behavior, but the electronic word-of-mouth e-commerce platform of online reviews and social media in the source, organization, contact way have obvious differences. At present, a large number of studies have analyzed the effects of two WOM on the consumer behavior, but few studies have analyzed when consumers also face two reputation problem. This paper will study for the first time at the same time when consumers face business platform and social media word-of-mouth reputation, will tend to adopt what kind of information problem. In addition, this paper will further analyze the cognitive level of consumer involvement, regulation of WOM effect impact on consumers.
This paper mainly studies the following two questions: 1, consumers face what is the selection mechanism of electronic business platform and social media word-of-mouth reputation of two kinds of information? 2, the cognitive level of consumer involvement, how to adjust the mechanism? The conclusion of this paper shows that when the lower consumer business platform for the reputation of the perceived usefulness and credibility, they will be more inclined to adopt social media word-of-mouth; cognitive level and involvement for consumers with the usefulness of the perception of the role of word-of-mouth reputation, but does not have the perception of the credibility of the regulatory role.

【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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本文編號：1495662