本文選題：網(wǎng)購(gòu)風(fēng)險(xiǎn) + 在線評(píng)論�。� 參考：《華東理工大學(xué)》2017年碩士論文

【摘要】：中國(guó)網(wǎng)絡(luò)購(gòu)物用戶規(guī)模越來(lái)越龐大,但是網(wǎng)絡(luò)購(gòu)物仍然比在實(shí)體店購(gòu)物存在更多風(fēng)險(xiǎn)。網(wǎng)購(gòu)情境中充滿很多不確定性,參考在線評(píng)論成為很多消費(fèi)者用于降低網(wǎng)購(gòu)風(fēng)險(xiǎn)的一種重要選擇。由于溝通技術(shù)的不斷完善、社交媒體的逐漸普及,在線評(píng)論日益成為一種重要的產(chǎn)品信息來(lái)源。網(wǎng)絡(luò)評(píng)論有助于網(wǎng)絡(luò)消費(fèi)者降低不確定性、實(shí)現(xiàn)間接體驗(yàn)。在線消費(fèi)者評(píng)論通常采用的是用戶視角,與消費(fèi)者所需的信息更直接相關(guān)。實(shí)際上,在線評(píng)論同時(shí)充當(dāng)了信息提供者與推薦者的角色。在線評(píng)論會(huì)影響消費(fèi)者購(gòu)買行為。而負(fù)面的評(píng)論或體驗(yàn)更讓人難忘,它比正面的評(píng)論或體驗(yàn)更能影響人們的決策。很多事例表明,如果商家對(duì)負(fù)面在線評(píng)論不做出任何回應(yīng),后果可能會(huì)非常嚴(yán)重。本文在梳理了在線消費(fèi)者評(píng)論的概念與特點(diǎn)、在線評(píng)論的作用、負(fù)面在線評(píng)論的影響、操作在線評(píng)論的影響、負(fù)面在線評(píng)論的回應(yīng)的價(jià)值、回應(yīng)策略等方面的相關(guān)理論的基礎(chǔ)上,挑選了天貓、京東平臺(tái)上的六家鞋企的最熱銷產(chǎn)品的在線評(píng)論及企業(yè)回應(yīng)進(jìn)行了分類編碼分析,并從信任理論角度指出了企業(yè)回應(yīng)中存在的缺陷和可能改進(jìn)方向。接著,本文對(duì)企業(yè)回應(yīng)改進(jìn)策略效益進(jìn)行了實(shí)證檢驗(yàn)。
[Abstract]:Online shopping in China is growing in size, but there are still more risks to online shopping than shopping in physical stores. The online shopping situation is full of uncertainty, and reference online reviews become an important choice for many consumers to reduce the risk of online shopping. With the improvement of communication technology and the popularity of social media, online reviews are becoming an important source of product information. Online reviews can help consumers reduce uncertainty and achieve indirect experience. Online consumer reviews usually take a user perspective and are more directly related to the information consumers need. In fact, online reviews act as both information providers and referrals. Online reviews can affect consumer buying behavior. Negative comments or experiences are more memorable than positive comments or experiences that influence people's decisions. Many examples show that if businesses don't respond to negative online comments, the consequences can be serious. This paper reviews the concept and characteristics of online consumer reviews, the role of online reviews, the impact of negative online reviews, the impact of manipulating online reviews, and the value of negative online reviews' responses. Based on the theory of response strategy and other aspects, this paper selects online reviews of the most popular products of six shoe enterprises on the platform of Tmall and JingDong and analyzes the enterprise responses by classification and coding. From the perspective of trust theory, the paper points out the defects and possible direction of improvement in the enterprise response. Then, this paper makes an empirical test on the effectiveness of enterprise response improvement strategy.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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