【摘要】：隨著互聯(lián)網(wǎng)的飛速發(fā)展,商業(yè)模式的不斷更新和完善。人們可以足不出戶就滿足生活的購物需求,享受到消費(fèi)的樂趣。尤其是在大數(shù)據(jù)和電子商務(wù)的環(huán)境下,電子商務(wù)企業(yè)和平臺越來越注重對消費(fèi)者提供更高質(zhì)量的服務(wù)和享受。而立足于消費(fèi)者的角度,也可以發(fā)現(xiàn)消費(fèi)者注重的已經(jīng)不僅僅是網(wǎng)絡(luò)商品價(jià)格的低廉,更是對商品價(jià)值的感知。網(wǎng)絡(luò)商品在線評論包含了消費(fèi)者對商品的評價(jià)和體驗(yàn)信息,而被消費(fèi)者認(rèn)為具有更高的可信度和影響力,成為網(wǎng)購商品信息的一個(gè)非常重要的補(bǔ)充。在線評論是用戶表達(dá)自身聲音的平臺,也是用戶獲取信息的重要渠道,它的價(jià)值已經(jīng)獲得用戶的認(rèn)可。本文是以網(wǎng)絡(luò)商品感知價(jià)值為視角,補(bǔ)充對網(wǎng)絡(luò)消費(fèi)者感知影響最深刻的在線評論,研究消費(fèi)者是如何感知商品價(jià)值的。同時(shí)探索影響網(wǎng)絡(luò)商品消費(fèi)價(jià)值的感知因素有哪些。本文在國內(nèi)外學(xué)者已有研究的基礎(chǔ)上,把功能感知、社會感知、情感感知、認(rèn)知感知、條件感知作為感知網(wǎng)絡(luò)商品價(jià)值的五個(gè)維度,再將商品在線評論加入感知價(jià)值的二級測量體系中以此構(gòu)建網(wǎng)絡(luò)商品的價(jià)值感知基本模型。本研究的論證過程采用理論研究與實(shí)證分析相結(jié)合的方法,通過調(diào)查問卷和結(jié)構(gòu)方程的形式對假設(shè)模型進(jìn)行分析、驗(yàn)證和修正。最后分析消費(fèi)價(jià)值感知模型的適用性和意義,并為商家理解消費(fèi)者行為制定有效的營銷策略,以及為消費(fèi)者購物決策提供建議。本文研究了消費(fèi)者感知網(wǎng)絡(luò)商品的方式,將消費(fèi)價(jià)值延伸到網(wǎng)絡(luò)環(huán)境中。并將在線評論看作是一種消費(fèi)感知價(jià)值的有力補(bǔ)充指標(biāo)。是Sheth的消費(fèi)價(jià)值理論在互聯(lián)網(wǎng)領(lǐng)域進(jìn)行的新嘗試,研究了消費(fèi)者感知網(wǎng)絡(luò)商品的新變化,是對消費(fèi)價(jià)值理論的擴(kuò)大和完善。
[Abstract]:With the rapid development of the Internet, business models are constantly updated and improved. People can live without leaving home to meet the shopping needs, enjoy the fun of consumption. Especially in the environment of big data and e-commerce, e-commerce enterprises and platforms pay more and more attention to providing higher quality service and enjoyment to consumers. Based on the perspective of consumers, we can also find that consumers pay attention not only to the low prices of online commodities, but also to the perception of the value of commodities. Online reviews of online goods contain information of consumers' evaluation and experience of goods, which is regarded by consumers as having higher credibility and influence, which is a very important supplement to online shopping information. Online comment is a platform for users to express their own voice, and it is also an important channel for users to obtain information. Its value has been recognized by users. From the perspective of perceived value of online goods, this paper complements the most profound online comments on the perception of online consumers, and studies how consumers perceive the value of goods. At the same time, explore the perceived factors that affect the value of online commodity consumption. Based on the research of domestic and foreign scholars, this paper regards functional perception, social perception, emotional perception, cognitive perception and conditional perception as the five dimensions of perceived network commodity value. Then the online reviews of goods are added to the two-level measurement system of perceived value to construct the basic model of value perception of online goods. The demonstration process of this study adopts the method of combining theoretical research with empirical analysis, and analyzes, validates and modifies the hypothetical model through questionnaire and structural equation. Finally, this paper analyzes the applicability and significance of consumer value perception model, and makes effective marketing strategies for merchants to understand consumer behavior, and provides suggestions for consumer shopping decisions. This paper studies how consumers perceive online goods and extends consumption value to the network environment. The online comment is regarded as a powerful complementary index of perceived value of consumption. It is a new attempt of Sheth's theory of consumption value in the field of Internet. It studies the new changes of consumer perception of online goods and expands and perfects the theory of consumption value.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

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