网购化妆品消费者在线评论对购买意愿的影响研究

发布时间：2018-03-16 07:50

本文选题：网络购物　切入点：在线评论　出处：《辽宁大学》2016年硕士论文　论文类型：学位论文

【摘要】：互联网的飞速发展为网络购物的兴起和繁荣提供了良好的契机。网络购物的方便和快捷使得很多消费者改变了传统的购物模式,开始选择在网上购买商品和服务。然而网络环境毕竟是虚拟的,虚拟的环境使得买卖双方信息不对称,加大了消费者购买商品的不确定性。特别是对一些商品和服务不了解、缺乏相关知识和购买经验的买家,在购买商品之前更加需要一些信息作参考,此时在线评论便显得尤为重要。目前很多学者对在线评论与消费者行为的关系进行了研究,虽然这些研究各有优劣,却没有形成统一的范式。本文以网购化妆品为例,从评论源、评论自身、评论接收者三个方面研究在线评论对购买意愿的影响。希望对这方面的研究贡献一份力量。具体的研究过程如下。首先,本研究搜集和阅读了国内外的相关文献,参考已有的研究结论,在此基础上,提出本研究假设,构建本研究理论模型。其次,参考国内外成熟量表设计出适合本研究的调查问卷,以线上和线下相结合的方式进行大规模发放。对所搜集到的数据利用SPSS19.0进行统计分析。主要是对样本特征进行描述性统计分析,对问卷进行效度和信度分析。在探求消费者在线评论与购买意愿各维度之间的关联性时,主要采用相关分析的方法；在考察消费者在线评论对购买意愿的作用时,主要采用线性回归分析法。再次,在严谨的数据分析和实证检验的基础上,本研究得出以下结论。即评论者的专业性,评论的质量、数量、效价、时效性正向影响消费者的购买意愿,接收者的专业能力负向影响消费者的购买意愿,且影响结果均显著。评论的强度不能显著影响消费者的购买意愿。最后,根据本文的研究结果,对化妆品网络零售商提出建议和对策。(1)高度重视在线评论的营销价值；(2)发掘专业能力高的评论者；(3)重视在线评论本身的特征,比如：利用好评返现、积分等促销手段,鼓励消费者发表高质量的在线评论。本研究肯定自身研究价值的基础上也指出了本研究的不足,为后续研究以借鉴和参考。
[Abstract]:The rapid development of the Internet provides a good opportunity for the rise and prosperity of online shopping. The convenience and rapidity of online shopping makes many consumers change the traditional shopping mode. Began to choose to buy goods and services online. However, the network environment is virtual after all, the virtual environment makes the information asymmetry between buyers and sellers, which increases the uncertainty that consumers buy goods, especially for some goods and services. Online reviews are especially important for buyers who lack the knowledge and experience they need before buying a product. Many scholars have studied the relationship between online reviews and consumer behavior. Although these studies have their own advantages and disadvantages, they do not form a unified paradigm. This paper studies the effect of online reviews on purchasing intention from three aspects. I hope to contribute to this research. The specific research process is as follows. First, this study collected and read the relevant literature at home and abroad. Referring to the existing research conclusions, this research hypothesis is put forward, and the theoretical model of this study is constructed. Secondly, the questionnaire suitable for this study is designed with reference to the mature scale at home and abroad. A large-scale distribution is carried out by combining online and offline data, and the collected data are analyzed by SPSS19.0. The main purpose is to carry out descriptive statistical analysis of the sample characteristics. The validity and reliability of the questionnaire were analyzed. In order to explore the correlation between the dimensions of consumers' online reviews and purchase intentions, the method of correlation analysis was mainly used, and the effect of online reviews on purchase intention was investigated. Thirdly, on the basis of rigorous data analysis and empirical test, this study draws the following conclusions: the professional nature of the reviewer, the quality, quantity, titer of the commentary, Timeliness has a positive impact on consumers' willingness to buy, while the professional ability of recipients negatively affects consumers' willingness to buy, and the results are significant. The intensity of comments does not significantly affect consumers' willingness to buy. Finally, According to the research results of this paper, this paper puts forward suggestions and countermeasures for online cosmetics retailers. (1) attach great importance to the marketing value of online reviews. Sales promotion measures such as credit points encourage consumers to publish high-quality online reviews. This study affirms the value of its own research and points out the shortcomings of this study, which can be used for reference and reference for further research.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F426.72;F713.55

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