本文選題：評論方向 + 追加一致性水平��； 參考：《魯東大學》2017年碩士論文

【摘要】：如今電子商務(wù)給人們帶來了生活的便利,人們可以通過網(wǎng)絡(luò)購買到自己需要的產(chǎn)品。與此同時,網(wǎng)絡(luò)環(huán)境中消費者購物決策的影響因素也受到越來越多研究者的關(guān)注。消費者在瀏覽產(chǎn)品頁面、做出消費決策的過程中,常常會關(guān)注和參照其他消費者對該產(chǎn)品的評論。中國互聯(lián)網(wǎng)信息中心(CNNIC)在2015年中國網(wǎng)絡(luò)購物市場研究的報告中指出,在影響消費者網(wǎng)絡(luò)購物決策的因素中,網(wǎng)絡(luò)評論起到了非常重要的作用。網(wǎng)絡(luò)評論是消費者在購買產(chǎn)品之前判斷網(wǎng)絡(luò)產(chǎn)品質(zhì)量和商家服務(wù)的主要信息來源。通過上傳自己的網(wǎng)絡(luò)評論,消費者可以表達對購買產(chǎn)品的滿意度和提出自己的建議,這使得網(wǎng)絡(luò)評論在消費者與商家之間架起了一條溝通的橋梁,同時也為其他消費者提供了一條了解產(chǎn)品實際信息的渠道。目前網(wǎng)絡(luò)評論的影響已經(jīng)得到了各領(lǐng)域的廣泛的研究,通過對以往文獻的整理發(fā)現(xiàn),各類研究更多的是關(guān)注產(chǎn)品的初始評論。但是在網(wǎng)絡(luò)購物中追加評論作為一個新的評價形式對消費者的購買行為也可能會產(chǎn)生很大的影響。追加評論的內(nèi)容一般是消費者對相關(guān)產(chǎn)品和服務(wù)體驗后感受,對產(chǎn)品有更全面和更可靠的認識,所以對于潛在的消費者來說,追加評論中關(guān)于產(chǎn)品和服務(wù)的相關(guān)信息更加的真實可靠,可以說追加評論的可信度應(yīng)該是要高于初始評論的可信度。由于目前對網(wǎng)絡(luò)購物中追加評論的研究還是不充分,所以本文在整理相關(guān)文獻的文獻之后,認為研究網(wǎng)絡(luò)購物中追加評論對大學生購物意愿的影響是很有必要的,同時也將信任這一變量引入到追加評論的研究之中。本研究將292名在校大學生作為實驗的對象,設(shè)計了兩個實驗驗證研究假設(shè),模擬真實的網(wǎng)絡(luò)購物頁面進行實驗,讓被試通過網(wǎng)頁的鏈接進行問卷的填寫。運用方差分析、回歸分析對研究結(jié)果進行整理和分析。得到了如下結(jié)論:(1)在網(wǎng)絡(luò)中購買搜索型產(chǎn)品和體驗型產(chǎn)品時,無論初始評論方向是正向的還是負向的,大學生的購買意愿都會因為正向的追加評論而增強,因為負向的追加評論而降低。(2)在網(wǎng)上購買搜索型產(chǎn)品時,評論方向有調(diào)節(jié)效應(yīng),信任起到了中介變量的作用,也就是說評論方向的調(diào)節(jié)效應(yīng)是以信任這一中介變量實現(xiàn)的,檢驗結(jié)果驗證了有中介的調(diào)節(jié)模型。但是在購買體驗型產(chǎn)品時,評論方向的調(diào)節(jié)效應(yīng)不通過信任這一中介變量實現(xiàn),有中介的調(diào)節(jié)模型不存在。
[Abstract]:Nowadays, e-commerce brings people the convenience of life. People can buy the products they need through the network. At the same time, more and more researchers pay attention to the influencing factors of consumer shopping decision in the network environment. Consumers often pay attention to and refer to other consumers' comments on the product during the process of browsing the product page and making consumer decisions. In a 2015 report on China's online shopping market, China Internet Information Center (CNNIC) pointed out that online reviews play a very important role in influencing consumers' online shopping decisions. Internet review is the main information source for consumers to judge the quality of network products and business services before purchasing products. By uploading their own online reviews, consumers can express their satisfaction with the purchase of products and put forward their own suggestions, which makes online reviews a bridge between consumers and businesses. At the same time, it also provides a channel for other consumers to understand the actual product information. At present, the influence of online reviews has been widely studied in various fields. Through the review of the previous literature, it is found that all kinds of research focus more on the initial reviews of products. However, as a new form of evaluation in online shopping, it may also have a great impact on consumers' purchasing behavior. The content of the additional comments is generally a consumer's experience of the related products and services, and a more comprehensive and reliable understanding of the products, so for potential consumers, The information about the product and service in the append comment is more truthful and reliable. It can be said that the credibility of the append comment should be higher than that of the initial comment. Because the research of append comment in online shopping is not enough at present, this paper, after sorting out the relevant literature, thinks that it is necessary to study the influence of append comment in online shopping on college students' shopping intention. At the same time, trust variable is introduced into the research of append comment. In this study 292 college students were chosen as the subjects of the experiment and two experiments were designed to verify the hypothesis of the research and simulate the real online shopping page to fill out the questionnaire through the link of the web page. Analysis of variance, regression analysis of the results of the study collated and analyzed. The following conclusion is drawn: 1) when purchasing search products and experiential products on the Internet, whether the initial comment direction is positive or negative, college students' willingness to purchase will be enhanced by positive additional comments. When purchasing search-oriented products on the Internet, the direction of comment has a moderating effect, and trust acts as an intermediary variable, that is to say, the adjustment effect of the direction of comment is realized by the intermediary variable of trust. The test results verify the regulatory model with mediations. However, when buying experiential products, the adjustment effect of comment direction is not realized by trust as an intermediary variable, and there is no adjustment model with intermediary.
【學位授予單位】：魯東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：B844.2

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