虚假评论对网络评论感知有用性的影响研究

发布时间：2018-06-22 06:23

本文选题：网络评论 + 虚假评论　；参考：《浙江工商大学》2017年硕士论文

【摘要】：网络评论方便人们网络购物的同时也给人们带来了一些困扰,原本作为独立的、非商业性的购物参考依据却被一些不良商家蓄意操纵,使得虚假评论充斥各大网络购物平台,给消费者造成极大的困扰。国外学者已经开始关注虚假评论,并取得一定的研究成果。但是国内学者的研究仍然停留在网络评论上,对于网络虚假评论少有涉及。然而,网络虚假评论造成的影响已经不容忽视。因此,探索虚假评论与评论感知有用性的关系有着巨大的理论意义和实践价值。本文在借鉴前人研究成果的基础上,通过准实验和调查问卷的方法收集相关数据,对收集到的数据分析得出以下结论:(1)有虚假评论的网络评论,其感知有用性显著低于无虚假评论的网络评论感知有用性。(2)有虚假正面评论的网络评论,其感知有用性显著低于不存在虚假正面评论的网络评论感知有用性(3)有虚假负面评论的网络评论,其感知有用性显著低于不存在虚假负面评论的网络评论感知有用性。(4)消费者的说服知识水平和对评论操纵的态度在虚假评论对评论感知有用性的影响过程中存在调节作用。最后,本文的实证研究结论可以为企业更好的开展口碑营销提供一定的参考和启示。并帮助消费者在网络购物时快速获得有用信息,不断积累虚假评论判断能力和识别能力,谨防虚假评论,以免做出不当选择。
[Abstract]:While the online comment is convenient for people to shop on the net, it also brings some troubles to people. Originally, as an independent, non-commercial shopping reference basis, however, it was deliberately manipulated by some bad merchants, which made the false comments flood all the major online shopping platforms. Cause great trouble to the consumer. Foreign scholars have begun to pay attention to false comments, and have achieved some research results. However, the research of domestic scholars still stays on the network comment, and there is little concern about the network false comment. However, the network false comments caused by the impact can not be ignored. Therefore, it is of great theoretical and practical value to explore the relationship between false comments and perceived usefulness of comments. Based on the previous research results, this paper collects the relevant data by quasi-experiment and questionnaire, and analyzes the collected data as follows: (1) Internet comments with false comments, Its perceived usefulness was significantly lower than that of non-false comments. (2) Internet reviews with false positive comments, Its perceived usefulness is significantly lower than that of network comments without false positive comments (3) Internet comments with false negative comments, The perceived usefulness is significantly lower than the perceived usefulness of online reviews without false negative comments. (4) consumers' persuasive knowledge level and attitude towards comment manipulation play a regulating role in the process of the influence of false comments on the perceived usefulness of comments. Finally, the conclusion of this paper can provide some reference and inspiration for enterprises to carry out word-of-mouth marketing. It also helps consumers get useful information quickly, accumulate judgment ability and recognition ability of false comments, and guard against false comments so as to avoid making improper choices.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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