【摘要】：在電子商務(wù)大放異彩的新時(shí)代背景之下,傳統(tǒng)電商、跨境電商、社區(qū)電商平臺(tái)、酒店旅游類電商等先后被消費(fèi)者熟知,雖然這些電子商務(wù)平臺(tái)形式和產(chǎn)品側(cè)重可能不同,但無論是老牌電商還是新型浪潮,在線評(píng)論都是電商管理者極其注重的內(nèi)容。在線評(píng)論作為口碑的表現(xiàn)形式之一,在消費(fèi)者購買中扮演著極其重要的角色,尤其是在信息不對(duì)稱的情況下,其他購買者的經(jīng)驗(yàn)信息對(duì)潛在的購買者來說至關(guān)重要。本研究以在線評(píng)論為研究?jī)?nèi)容,重點(diǎn)研究在線評(píng)論對(duì)消費(fèi)者的購買意向的影響。本文在已有研究的基礎(chǔ)之上進(jìn)行梳理分析,基于技術(shù)接受模型,構(gòu)建了以消費(fèi)態(tài)度為中介變量,感知有用性、感知易用性為調(diào)節(jié)變量的在線評(píng)論對(duì)消費(fèi)者購買意愿影響的理論模型。在模型的基礎(chǔ)上,本文進(jìn)一步檢驗(yàn)了消費(fèi)態(tài)度對(duì)在線評(píng)論與購買意愿的中介效應(yīng),以及感知有用性和感知易用性對(duì)在線評(píng)論與消費(fèi)態(tài)度的調(diào)節(jié)效應(yīng)。本文通過實(shí)證分析,以有網(wǎng)購經(jīng)驗(yàn)的消費(fèi)者為研究對(duì)象,采用問卷調(diào)查的方法收集數(shù)據(jù)�；诓煌挲g、不同職業(yè)和不同購物習(xí)慣的樣本數(shù)據(jù)對(duì)研究假設(shè)進(jìn)行分析,通過對(duì)消費(fèi)者的調(diào)研,對(duì)樣本數(shù)據(jù)進(jìn)行處理,在滿足量表信度與效度的基礎(chǔ)上,采用相關(guān)分析、多元回歸和Bootstrap方法對(duì)研究假設(shè)進(jìn)行檢驗(yàn)。實(shí)證研究結(jié)果表明:在線評(píng)論質(zhì)量和在線評(píng)論數(shù)量顯著正向影響消費(fèi)者的購買意愿;消費(fèi)態(tài)度在在線評(píng)論質(zhì)量和在線評(píng)論數(shù)量與購買意愿的關(guān)系中具有部分中介作用;感知有用性與感知易用性正向調(diào)節(jié)了在線評(píng)論與消費(fèi)態(tài)度的關(guān)系,進(jìn)而調(diào)節(jié)在線評(píng)論通過消費(fèi)態(tài)度對(duì)購買意愿的影響作用過程。所以感知有用性與感知易用性在在線評(píng)論中也至關(guān)重要。研究結(jié)果對(duì)電子商務(wù)企業(yè)有一定的指導(dǎo)意義,可以幫助商家理解在線評(píng)論的引導(dǎo)作用,通過對(duì)在線評(píng)論的質(zhì)量加以管理,結(jié)合自身特點(diǎn),可以研究出有關(guān)在線評(píng)論的質(zhì)量測(cè)評(píng)檢測(cè)與分類系統(tǒng)。企業(yè)應(yīng)重視在線評(píng)論功能,更高質(zhì)量更全面的積極性在線評(píng)論可以正向影響消費(fèi)者的消費(fèi)態(tài)度,所以企業(yè)應(yīng)采取鼓勵(lì)態(tài)度,可以通過適當(dāng)?shù)募?lì)措施鼓勵(lì)消費(fèi)者撰寫積極評(píng)論,從而更好的宣傳自身產(chǎn)品。同時(shí),商家應(yīng)該保持敏感與警惕,建立補(bǔ)救措施的應(yīng)變方案,方便及時(shí)應(yīng)對(duì)網(wǎng)絡(luò)市場(chǎng)上存在的虛假信息、惡意負(fù)面評(píng)論,避免潛在消費(fèi)者的流失。企業(yè)對(duì)于在線評(píng)論系統(tǒng)應(yīng)及時(shí)更新最新消息,從而更及時(shí)的發(fā)現(xiàn)問題,提高企業(yè)的競(jìng)爭(zhēng)力。
[Abstract]:In the new era of e-commerce, traditional e-commerce, cross-border e-commerce, community e-commerce platforms and hotel tourism e-commerce platforms have been known to consumers successively, although the forms and products of these e-commerce platforms may be different. But whether old-name ecommerce or a new wave, online reviews are ecommerce managers are extremely focused on the content. As one of the expressions of word-of-mouth, online reviews play an extremely important role in consumer purchasing, especially in the case of asymmetric information, the empirical information of other buyers is very important to potential buyers. This study focuses on the effect of online reviews on consumers' purchase intention. In this paper, based on the existing research, based on the technology acceptance model, we construct the consumption attitude as an intermediary variable to perceive usefulness. Perceived ease of use is the theoretical model of the effect of online reviews on consumers' willingness to buy. On the basis of the model, this paper further examines the intermediary effect of consumer attitude on online review and purchase intention, as well as the adjustment effect of perceived usefulness and perceived usability on online review and consumption attitude. Through empirical analysis, this paper takes consumers with experience in online shopping as research objects and collects data by questionnaire. Based on the sample data of different ages, occupations and shopping habits, the research hypotheses are analyzed. Through the investigation of consumers, the sample data are processed, and based on the reliability and validity of the scale, the correlation analysis is adopted. Multivariate regression and Bootstrap method were used to test the hypothesis. The empirical results show that: the quality of online reviews and the quantity of online reviews have a significant positive impact on consumers' willingness to buy, and consumer attitudes play a part intermediary role in the relationship between the quality of online reviews and the quantity of online comments and the willingness to buy. Perceived usefulness and perceived usability positively regulate the relationship between online reviews and consumer attitudes, and then regulate the process of online reviews' influence on purchasing intentions through consumer attitudes. So perceived usefulness and perceived usability are also important in online reviews. The research results have certain guiding significance for e-commerce enterprises, can help businesses understand the guiding role of online reviews, through the quality of online reviews to be managed, combined with their own characteristics, The quality evaluation and classification system of online reviews can be developed. Enterprises should pay more attention to the online comment function, and higher quality and more comprehensive enthusiasm online comment can positively affect consumer's consumption attitude, so enterprises should adopt encouraging attitude and encourage consumers to write positive comments through appropriate incentives. In order to better promote their own products. At the same time, merchants should be sensitive and vigilant, establish contingency plans for remedial measures, facilitate timely response to false information, malicious negative comments, and avoid the loss of potential consumers. The enterprise should update the latest news timely for the online comment system, so as to find the problems more timely and improve the competitiveness of the enterprise.
【學(xué)位授予單位】：華中農(nóng)業(yè)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;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郭向東;王懷軍;;在線環(huán)境下滿立減的價(jià)格折扣框架效應(yīng)研究[J];商業(yè)經(jīng)濟(jì)研究;2016年10期

2 杜學(xué)美;丁t熸，

本文編號(hào)：2367540