在线消费平台评价对消费者购买行为影响的研究

发布时间：2018-01-05 07:09

本文关键词：在线消费平台评价对消费者购买行为影响的研究　出处：《对外经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：新常态下的经济发展,消费方式和观念不断转变,人们往往愿意花费更多的钱,去享受购物的过程或体验一种服务。这种以网络为手段而实现需求的满足过程,已成为大众消费的新时尚。而随着网络消费的发展,消费者适应并乐于通过在线方式进行交易,各商家为扩大自身的营销推广活动通过在线消费平台相继建立了评价系统。消费评价系统的建立不仅为已完成消费的人群搭建抒发用后感受的平台,更成为潜在消费人群获知信息的重要渠道。后者在购买行为发生前,仔细查看前者的在线评价,获得更多有价值的信息,继而确定之后的购买行为。本文以消费心理学、社会心理学和消费者行为学有关理论为基础,编制一份调查问卷,以在线评论为自变量,消费者购买行为为因变量,使用SPSS15.0和LISERL8.3统计软件,对自变量进行描述性、信度、效度的分析,探求在线消费平台评价对消费者购买行为产生的影响。同时,本文加入商家面对在线消费评价的表现研究,期望对实证数据的处理和分析找出在线消费平台的评价与商家对在线评论的反馈,消费者购买行为之间的关系。本文研究结果如下:(1)用实证数据验证了在线评论的四个维度,即在线评论的质量、评论者的资信度、在线评论的时效性、在线评论的数量对消费者购买行为产生正相关的影响。(2)实证数据同时揭示了评论的长度、评论的平和度及评论者特征等因素同样对消费者购买行为产生一定的影响。(3)侧面验证了商家面对消费者评论时做出的积极反应对消费者购买行为产生较大的影响,为商家在线消费平台的评价机制提供有价值的改进依据。商家应针对消费者的在线购买行为特征加大研究力度,加强与消费者的在线互动,鼓励消费者发表评论;关注金牌评论者的营销价值,激发潜在消费群体的信任心理;挖掘和整合有用的在线评论信息,从而改进产品、完善服务。
[Abstract]:Under the new normal economic development, the consumption pattern and the concept change unceasingly, people are often willing to spend more money, to enjoy the shopping process or to experience a kind of service. It has become a new fashion of mass consumption. With the development of online consumption, consumers adapt and are happy to trade online. In order to expand their own marketing and promotion activities through the online consumption platform has established an evaluation system. The establishment of the consumption evaluation system not only for the completed consumption of people to build a platform to express their feelings after the use. It has become an important channel for potential consumers to get information. The latter, before purchasing behavior, carefully check the online evaluation of the former and obtain more valuable information. Based on the theories of consumer psychology, social psychology and consumer behavior, this paper compiled a questionnaire with online comments as independent variables. Consumer purchase behavior as dependent variables, using SPSS15.0 and LISERL8.3 statistical software, to describe the independent variables, reliability, validity analysis. This paper explores the impact of online consumption platform evaluation on consumer purchasing behavior. At the same time, this paper adds the performance of online consumption evaluation to merchants. It is expected that the empirical data processing and analysis will find out the evaluation of online consumption platform and the feedback of merchants on online reviews. This paper uses empirical data to verify the four dimensions of online reviews, that is, the quality of online reviews, the credibility of reviewers, and the timeliness of online reviews. The number of online reviews has a positive impact on consumer buying behavior.) empirical data also reveal the length of comments. Factors such as the peace of the comment and the characteristics of the reviewer also have a certain impact on the consumer's purchase behavior. It verifies that the positive reaction made by the merchant in the face of consumer comment has a great impact on the consumer's purchase behavior. To provide a valuable basis for the evaluation mechanism of online consumption platform. Merchants should focus on the characteristics of consumers' online purchase behavior and strengthen the online interaction with consumers. Encourage consumers to comment; Pay attention to the marketing value of the gold-medal commentator, stimulate the trust psychology of the potential consumer group; Mining and integrating useful online reviews to improve products and services.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

【引证文献】