线上图片评论对消费者态度和购买意图的影响

发布时间：2018-03-08 21:07

本文选题：网络口碑　切入点：图片评论　出处：《中国科学技术大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着电子商务的发展,网络购物已经成为现代人生活不可分割的一部分。由于网上购物环境的虚拟性使在线消费者的风险增强,因此在决定是否购买商品之前消费者通常参考他人的意见,因此他们的购物决策大多依赖于所搜集到的信息。而消费者评论由于其提供间接的产品体验、包含全方面产品信息已经成为消费者的重要信息来源,成为在线零售商不可忽视的营销策略,并且得到了学术界和公众的广泛关注。社交媒体技术的持续发展使线上评论系统不断升级,消费者不仅可以发表文字评论还可以通过上传产品照片作为补充。网络口碑在过去十几年的时间里成为学者的研究热点,涌现出了大量相关文献。然而,虽然现有的关于文字评论的研究能帮助我们很好地了解与网络口碑有关的一些问题,但随着图片评论的普及,评论中的图片对消费者的影响不容忽视。本文首先总结了现有学者对线上评论的有关研究,通过参考之前学者对图片的研究,在理性行为学的理论基础上提出假设,构造理论模型,并利用问卷收集数据进行实证研究,对图片评论的优势以及图片评论对消费者认知的影响功能机制进行了探究。研究结果表明,不管评论是积极的或消极的,图片评论都能够通过影响产品属性信念影响消费者购买态度,这几乎决定了消费者的购买意图,并且图片评论使消费者产生与产品互动的意象同样会对消费者的购买态度产生一定影响,从而影响消费者决策,另外图片评论还会对产品属性信念起到强化作用。在此基础上,本文提出了相关管理实践建议。
[Abstract]:With the development of electronic commerce, online shopping has become an integral part of modern people's life. So consumers usually refer to other people's opinions before deciding whether to buy a product, so most of their shopping decisions depend on the information gathered. Including all aspects of product information has become an important source of information for consumers and a marketing strategy that can not be ignored by online retailers. And it has attracted a lot of attention from academia and the public. The continued development of social media technology has led to an upgrade of the online review system. Consumers can not only publish text reviews, but also upload product photos as a supplement. Internet word-of-mouth has become a hot research topic for scholars in the past decade, and a large number of related documents have sprung up. However, Although the existing research on text reviews can help us understand some of the problems related to the word of mouth on the Internet, but with the popularity of photo reviews, The influence of pictures in comments on consumers can not be ignored. Firstly, this paper summarizes the existing scholars' researches on online reviews, and puts forward the hypothesis based on the theory of rational behavior by referring to the previous researches on pictures. This paper constructs a theoretical model and makes an empirical study by collecting data from questionnaires to explore the advantages of picture reviews and the functional mechanism of their influence on consumers' cognition. The results show that whether the comments are positive or negative, Photo reviews can influence consumer buying attitudes by influencing product attributes and beliefs, which almost determines consumers' purchase intentions. And the image of consumer interaction with the product will also have a certain impact on the consumer's purchase attitude, which will affect consumer decision-making. In addition, the image comment will also strengthen the product attribute belief. This article puts forward the related management practice suggestion.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6;F274

【相似文献】