本文選題：負面評論　切入點：信息框架　出處：《東華大學》2015年碩士論文

【摘要】：近年來，隨著電子商務(wù)市場在我國呈現(xiàn)出強勁的發(fā)展勢頭，網(wǎng)絡(luò)購物成為一種越來越流行的消費方式，深刻地改變了人們的購物和生活習慣。不同于線下實體店可以現(xiàn)場體驗，網(wǎng)絡(luò)商店是一個虛擬的交易平臺，線上交易需要更多的信息輔助決策，而在線評論，儼然已經(jīng)成為消費者網(wǎng)購時重要的決策依據(jù)。中國互聯(lián)網(wǎng)絡(luò)信息中心（CNNIC）發(fā)布的《2012年中國網(wǎng)絡(luò)購物市場研究報告》顯示，網(wǎng)購熟悉產(chǎn)品時，34.7%的消費者會受到在線評論的影響；網(wǎng)購不熟悉的產(chǎn)品時，受到在線評論影響的消費者占到了44.8%。由此可見在線評論對消費者網(wǎng)購決策的重要性。 然而，基于消費者個體差異、商品服務(wù)差異等原因，網(wǎng)絡(luò)上的在線評論往往充滿矛盾性，針對同一款商品，既有大量的正面評論，又有大量的負面評論，消費者面臨這樣的購物環(huán)境時將會進行怎樣的決策？同時，在線評論的數(shù)量也是消費者重要的決策依據(jù)，負評數(shù)和評論總數(shù)又會對他們的購買意愿產(chǎn)生怎樣影響？另外，不同類型的商品詳情描述是否也會影響到消費者的行為態(tài)度？ 本研究正是基于這些實際問題而展開的。本文首先通過對國內(nèi)外相關(guān)文獻的回顧與梳理，基于矛盾態(tài)度、框架效應(yīng)等理論構(gòu)建了在線評論內(nèi)容矛盾性及評論數(shù)結(jié)構(gòu)與消費者購買意愿的關(guān)系模型。本文以在線評論內(nèi)容的矛盾性（高矛盾vs低矛盾）及評論數(shù)結(jié)構(gòu)（6/114vs56/1104vs551/11004）為自變量，商品詳情描述的信息框架類型（積極框架vs消極框架）為調(diào)節(jié)變量，將消費者購買意愿作為因變量，運用在線實驗?zāi)M網(wǎng)購場景的方法探究了這幾個變量之間的關(guān)系。 研究結(jié)果表明：評論內(nèi)容的矛盾性會顯著影響消費者購買意愿，高矛盾情境下消費者的購買意愿要弱于低矛盾情境下的購買意愿。同時，商品詳情描述的信息框架類型會起到調(diào)節(jié)作用。高矛盾情境中，消極框架下的消費者購買意愿要強于積極框架，低矛盾情境中與其相反；評論數(shù)結(jié)構(gòu)也會影響到消費者購買意愿，一般來說評論總數(shù)越高購買意愿越強，但兩者之間并非簡單的線性相關(guān)關(guān)系，負評數(shù)的增長會削弱評論總數(shù)的積極效應(yīng)，商品詳情描述的信息框架在其中同樣起到了調(diào)節(jié)作用。 在文章的結(jié)尾，，本文對實驗結(jié)果進行了分析和討論，總結(jié)了貢獻和不足，對未來的研究方向進行了展望。同時，根據(jù)研究結(jié)果為電子商務(wù)從業(yè)人員提供了在線評論管理的相關(guān)措施和建議。
[Abstract]:In recent years, with the strong development of e-commerce market in China, online shopping has become a more and more popular consumption mode, which has profoundly changed people's shopping and living habits.Unlike offline physical stores, online stores are a virtual trading platform, online transactions need more information to assist decision-making, and online reviews have become an important basis for consumers to make decisions online.The 2012 China online Shopping Market Research report released by China Internet Network Information Center (CNNIC) shows that 34.7% of consumers are affected by online reviews when they are familiar with products, and when buying unfamiliar products online,Consumers affected by online reviews accounted for 44. 8%.This shows the importance of online reviews to consumers' online shopping decisions.However, due to individual consumer differences and differences in goods and services, online reviews on the Internet are often full of contradictions. For the same product, there are a large number of positive comments and a large number of negative comments.What kind of decisions will consumers make when they are faced with such a shopping environment?At the same time, the number of online reviews is also an important basis for consumers to make decisions. How do negative ratings and total reviews affect their willingness to buy?In addition, do different types of commodity details also affect consumer attitudes?This research is based on these practical problems.This paper firstly reviews and combs the relevant literature at home and abroad, and constructs a model of online comment content contradiction and the relationship between comment number structure and consumers' purchase intention based on contradictory attitude, frame effect and so on.In this paper, the contradiction of online comment content (high contradiction vs low contradiction) and the structure of 6 / 114 vs56 / 1104 vs551 / 11004) are taken as independent variables, and the type of information frame (positive frame vs negative frame) in the description of commodity details is taken as adjusting variable.Taking consumer purchase intention as dependent variable, this paper explores the relationship between these variables by using online experiment to simulate online shopping scene.The results show that the contradictory content of comments can significantly affect consumers' purchase intention, and the consumers' purchase willingness is weaker in the high contradiction situation than in the low contradiction situation.At the same time, the information framework type of commodity detail description will play a regulatory role.In the high contradiction situation, the consumer's willingness to buy under the negative frame is stronger than that in the positive frame, and in the low contradiction situation, the structure of comment number will also affect the consumer's willingness to buy, generally speaking, the higher the total number of comments, the stronger the willingness to buy.However, there is not a simple linear correlation between the two. The growth of negative rating weakens the positive effect of the total number of reviews, and the information framework of the detailed description of commodities also acts as a moderator.At the end of the paper, the experimental results are analyzed and discussed, the contributions and shortcomings are summarized, and the future research directions are prospected.At the same time, according to the results of the study for e-commerce practitioners to provide online review management related measures and suggestions.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55

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