發(fā)布時間：2018-05-12 22:50

  本文選題：在線評論 + 在線負面評論��； 參考：《重慶理工大學》2017年碩士論文

【摘要】：在注重用戶交互作用的Web2.0環(huán)境下,在線購物成為一種新型購物形式,并呈現(xiàn)快速發(fā)展的態(tài)勢。由在線購物衍生出的消費者在線評論受到國內(nèi)外研究者的廣泛關注,越來越多的商家開始認識到贏得正面評論的重要營銷意義,并逐步重視和利用商家回復來消除負面評論的不利影響。但商家回復在負面評論影響消費者購買決策過程中發(fā)揮作用的內(nèi)在機制在現(xiàn)有研究中尚未得以明晰�；诖�,本文將在線負面評論與商家回復同時納入在線評論研究體系,實證檢驗兩者共同作用于消費者購買決策的內(nèi)在機制并提出相應的營銷策略,豐富了網(wǎng)絡口碑理論,也為網(wǎng)絡商家營銷實踐提供借鑒。本文基于前景理論和服務補救期望理論,構(gòu)建負面評論、商家回復對消費者購買決策影響的理論框架,提出了十個研究假設,根據(jù)研究需要并結(jié)合已有研究成果界定各研究變量的測定指標,采用截取網(wǎng)絡客觀數(shù)據(jù)的形式,收集了428家商戶樣本數(shù)據(jù),實證檢驗了上述研究假設。重點分析了商家回復各子變量對負面評論影響消費者購買決策的差異化調(diào)節(jié)效應,并對商家回復各子變量的維度的調(diào)節(jié)效應進行二次比較。在此基礎上,明晰了商家回復對在線負面評論影響消費者購買決策的內(nèi)在機制。研究結(jié)果表明:(1)在線負面評論對消費者購買決策存在顯著的影響。其中,負面評論星級評分、負面點評率與消費者購買決策呈負向相關,負面評論內(nèi)容評分、負面評論者專業(yè)度與消費者購買決策呈正向相關,且星級評論者的影響力度較一般評論更為顯著。(2)商家回復對在線負面評論與消費者購買決策之間的關系存在顯著的調(diào)節(jié)作用。其中,商家回復存在性對負面評論內(nèi)容評分與消費者購買決策關系具有正向調(diào)節(jié)作用,且有回復的影響力度較無回復更顯著;商家回復態(tài)度、回復時機、回復策略及回復質(zhì)量均對負面評論內(nèi)容評分與消費者購買決策關系起負向調(diào)節(jié)作用,且敷衍型回復、即時回復、精神型回復及長篇幅回復的調(diào)節(jié)作用分別較針對型回復、延遲回復、物質(zhì)型回復及短篇幅回復更顯著。基于此,本文認為各網(wǎng)絡商家在開展在線營銷活動時,應重視在線評論的傳播影響力,尤其是要重視負面評論的消極影響力,可通過加強在線負面評論信息管理與服務補救、鼓勵消費者與商家互動的追加評論和依托政府監(jiān)管提升商家聲譽等方式促成消費者的負向影響向正面網(wǎng)絡口碑的轉(zhuǎn)化。
[Abstract]:Under the environment of Web2.0, online shopping becomes a new type of shopping, and presents a rapid development trend. Consumers' online reviews derived from online shopping have attracted extensive attention from domestic and foreign researchers. More and more businesses are beginning to realize the important marketing significance of winning positive reviews. And gradually pay attention to and use the business response to eliminate the adverse impact of negative comments. However, the internal mechanism by which merchants respond to negative comments and influence consumer purchasing decisions has not been clarified in existing studies. Based on this, this paper brings online negative comments and merchant responses into the online comment research system simultaneously, and empirically tests the internal mechanism of both acting on consumers' purchase decision together and puts forward corresponding marketing strategies, which enriches the theory of online word-of-mouth. Also for the network business marketing practice to provide reference. Based on prospect theory and expectation theory of service remedy, this paper constructs a theoretical framework of negative comments and the impact of merchant response on consumer purchase decision, and puts forward ten research hypotheses. According to the need of the research and combined with the existing research results to define the measurement index of each research variable, we collect 428 commercial households' sample data in the form of intercepting the objective data of the network, and empirically test the above research hypotheses. This paper focuses on the analysis of the differential adjustment effect of the merchants' response to negative comments on the consumers' purchase decisions, and makes a second comparison of the adjustment effects of the dimensions of the merchants' responses to each subvariable. On this basis, it clarifies the internal mechanism of merchants' response to negative online comments that affect consumers' purchase decisions. The results show that negative online reviews have a significant impact on consumer buying decisions. Among them, negative comment star rating, negative comment rate and consumer purchase decision were negative correlation, negative comment content score, negative commentator professional degree and consumer purchase decision were positively correlated. Moreover, the impact of star reviewers is more significant than that of general reviews.) there is a significant moderating effect on the relationship between online negative comments and consumers' purchase decisions. Among them, the existence of the business response has a positive effect on the relationship between the negative comment content score and the consumer purchase decision, and the impact of the response is more significant than that of the non-reply. Both the response strategy and the response quality had a negative effect on the relationship between the negative comment content score and the consumer's purchase decision, and the regulatory effects of perfunctory response, immediate response, mental response and long response were more significant than those of the targeted response. Delayed response, material response and short response were more significant. Based on this, this paper holds that all online merchants should pay attention to the dissemination of online comments, especially the negative impact of negative comments, which can be remedied by strengthening the information management and service management of online negative comments. To encourage consumers to interact with the additional comments and rely on government regulation to enhance the reputation of businesses and other ways to promote the negative impact of consumers to the positive network word of mouth transformation.
【學位授予單位】：重慶理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F274;F713.55

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