本文選題：在線評論 + 消費者��； 參考：《武漢工程大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的普及,網(wǎng)絡(luò)購物因為擁有方便、快捷、經(jīng)營成本低、庫存壓力小等優(yōu)勢,伴隨著技術(shù)、制度等的完善,網(wǎng)購已經(jīng)逐漸成為一種新型的、重要的購物形式。而淘寶網(wǎng)的發(fā)展速度更是極快,歷年淘寶都以絕對領(lǐng)先優(yōu)勢占據(jù)網(wǎng)絡(luò)購物市場,而每年全國都掀起雙十一購物熱潮,一年浪潮比一年高,雙十一被稱為全民的狂歡日。在虛擬購物市場,不同于傳統(tǒng)購物模式,信息存在不對稱性,很可能造成“檸檬市場效應(yīng)”,而愈來愈多消費者在購物前通常會搜尋其他消費者的評論,以此來降低購物風(fēng)險,在線評論己經(jīng)成為消費者主要的信息源,它擔(dān)當(dāng)了重要的溝通載體角色。可見,對哪些因素會影響消費者接受淘寶的在線評論進行研究,為維持網(wǎng)絡(luò)購物的可持續(xù)發(fā)展,對消費者和網(wǎng)店商家提出有利建議有一定的必要性。基于霍夫蘭德(Hovland)說服模型,構(gòu)建本文5個指標(biāo)維度:以涉入度為出發(fā)點分析消費者特征;評論的數(shù)量、評論的內(nèi)容質(zhì)量兩個指標(biāo)分析在線評論文本特征;以評論者資信度為立腳點,分析傳播者特征;考慮網(wǎng)購消費特征,將價格折扣添加為影響因素。采用小規(guī)模訪談、發(fā)放問卷調(diào)研等方法,共獲387份有效樣本數(shù)據(jù),利用SPSSl7.0對樣本數(shù)據(jù)進行實證分析,驗證以上各個因素對消費者接受淘寶網(wǎng)的在線評論是否有影響,又是如何影響的。研究發(fā)現(xiàn),當(dāng)消費者處于高涉入度情況下,其接受在線評論的可能性比處于低涉入度情況下接受的可能性更大;評論數(shù)量與消費者接受在線評論的可能性存在正相關(guān)性,即數(shù)量越多,消費者接受的可能性越大;評論內(nèi)容的質(zhì)量與消費者接受在線評論的可能性存在正相關(guān)性,即質(zhì)量越高,消費者接受的可能性越大;價格折扣與消費者接受在線評論可能性存在正相關(guān)性,即折扣越大,消費者接受的可能性越大。根據(jù)研究結(jié)果,本文希望幫助商家更清晰了解消費者的心理,以在線評論狀態(tài),初步推斷后期銷量情況,及時且有效地采取相應(yīng)的戰(zhàn)略手段;同時希望消費者通過理論實證,深入了解我方和他方的心理和行為,做為商品評論者,消費者可以由己及人,換位思考,為其他潛在買者提供更加有效和易接受的參考意見。
[Abstract]:With the popularity of the Internet, online shopping has become a new and important shopping form because it has the advantages of convenience, fast, low operating cost, low inventory pressure and so on. With the improvement of technology and system, online shopping has gradually become a new and important form of shopping. Taobao's development speed is even faster, Taobao has occupied the online shopping market with absolute leading over the years, and every year there is a shopping boom in the country, the tide is higher than each year, double Eleven is called the carnival day of the whole people. In the virtual shopping market, different from the traditional shopping mode, there is asymmetry in information, which may lead to "lemon market effect". More and more consumers usually search for comments from other consumers before shopping to reduce the risk of shopping. Online reviews have become a major source of information for consumers and play an important role in communication. It can be seen that what factors will affect consumers to accept Taobao online reviews, in order to maintain the sustainable development of online shopping, it is necessary for consumers and online merchants to put forward beneficial suggestions. Based on Hovland's persuasion model, this paper constructs five index dimensions: analyzing consumer characteristics based on involvement degree, analyzing online comment text features by two indicators: quantity of comments, content quality of comments, and content quality of comments. Based on the commenters' confidence, the author analyzes the characteristics of the communicators, and adds the price discount as the influencing factor, considering the consumption characteristics of online shopping. Using small-scale interviews, questionnaire survey and other methods, a total of 387 valid sample data were obtained, and the sample data were empirically analyzed using SPSSl7.0 to verify whether the above factors had an impact on consumers' acceptance of Taobao online reviews. And how it affects. The study found that consumers are more likely to accept online comments when they are in a high degree of involvement than those with a low level of involvement, and that the number of reviews is positively correlated with the likelihood of consumers accepting online comments. That is, the more quantity, the greater the possibility of consumer acceptance, and the positive correlation exists between the quality of comment content and the possibility of consumers accepting online comment, that is, the higher the quality, the greater the possibility of consumer acceptance. There is a positive correlation between price discounts and the likelihood that consumers will accept online reviews, that is, the greater the discount, the more likely consumers are to accept it. According to the results of the study, this paper hopes to help merchants to understand consumers' psychology more clearly, to preliminarily extrapolate the sales situation in the later period, and to adopt corresponding strategic measures in time and effectively; meanwhile, it is hoped that consumers will adopt theoretical and empirical evidence. Learn more about our psychology and behavior. As commodity reviewers, consumers can think more effectively and easily for other potential buyers.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F713.55

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