本文選題：在線評論 + 購買意向　； 參考：《江蘇科技大學》2014年碩士論文

【摘要】：近年來，隨著電子商務的飛速發(fā)展，越來越多的消費者熱衷于網(wǎng)絡購物，網(wǎng)絡口碑已成為消費者網(wǎng)購選擇時的重要判斷依據(jù)，而在線評論作為網(wǎng)絡口碑的典型代表，正在其中扮演著重要角色。國內外學者圍繞在線評論對消費者行為的影響機理展開了大量研究，但考慮到不同人格特質對消費者購買意向的形成具有調節(jié)效應，因此有必要對已有模型作進一步探究。 本文在總結已有研究成果的基礎上，首先驗證了信任在評論與消費者購買意向之間存在中介作用；其次將在線評論和信任做了維度劃分，并引入一種典型的人格特質變量——調節(jié)定向作為調節(jié)變量，，進而構建了在線評論與消費者購買意向關系的影響模型，并提出相關理論假設；最后通過問卷調查采集相關數(shù)據(jù)，進而采用SPSS17.0和AMOS17.0軟件對數(shù)據(jù)進行分析處理，驗證相關假設并對初始模型進行修正。通過研究，本文得出了如下結論：（1）評論質量和數(shù)量對情感和認知信任有顯著的正向影響，評論極性對情感信任有顯著的正向影響，情感和認知信任都對購買意向有顯著的正向影響；（2）在促進定向的調節(jié)作用下，評論質量對情感和認知信任有顯著的正向影響，評論極性對情感信任有顯著的正向影響；（3）在預防定向的調節(jié)作用下，評論質量對情感信任有顯著的正向影響，評論數(shù)量對情感和認知都有顯著的正向影響；而情感和認知信任都對購買意向有顯著的正向影響。根據(jù)實證研究的結果，本文從評論機制、提升信任、關注個性、整合營銷四個方面提出營銷策略，對電商企業(yè)有效管理在線評論，強化消費者購買意向具有一定的指導意義。
[Abstract]:In recent years, with the rapid development of electronic commerce, more and more consumers are keen on online shopping, online word of mouth has become an important basis for consumers to choose online shopping, and online reviews as a typical representative of online word-of-mouth. Is playing an important role in it. Scholars at home and abroad have carried out a great deal of research on the influence mechanism of online reviews on consumer behavior, but considering that different personality traits have a regulatory effect on the formation of consumers' purchase intention, it is necessary to further explore the existing models. On the basis of summarizing the existing research results, this paper first verifies the intermediary role of trust between comment and consumer purchase intention; secondly, classifies online comment and trust into dimensions. And introduce a typical personality trait variable-regulation orientation as a regulating variable, and then construct the online comment and consumer purchase intention relationship model, and put forward the relevant theoretical assumptions; finally, through questionnaire survey to collect relevant data. Then SPSS17.0 and AMOS17.0 software are used to analyze and process the data, to verify the relevant assumptions and to modify the initial model. Through the study, we draw the following conclusion: (1) the quality and quantity of comments have a significant positive effect on emotion and cognitive trust, and polarity of comment has a significant positive effect on emotional trust. Both emotion and cognitive trust have a significant positive effect on purchase intention. (2) under the regulation of promoting orientation, the quality of comment has a significant positive effect on emotion and cognitive trust. Comment polarity has a significant positive effect on affective trust. (3) under the regulation of preventive orientation, the quality of comment has a significant positive effect on affective trust, and the quantity of comment has a significant positive effect on emotion and cognition. Emotional and cognitive trust have significant positive effects on purchase intention. According to the results of empirical research, this paper puts forward marketing strategies from four aspects of comment mechanism, enhancing trust, paying attention to personality, and integrating marketing, which has certain guiding significance for e-commerce enterprises to effectively manage online reviews and strengthen consumers' purchase intention.
【學位授予單位】：江蘇科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F224;F724.6;F713.55

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本文編號：1965142