在线评论对化妆品网购用户购买决策影响研究
发布时间：2018-10-09 08:00
【摘要】：根据CNNIC发布的数据显示,到去年12月,中国网民的数量超过6亿人次,相比2012年增加了5300多万人；整个网络市场交易额达到1.8万亿,比去年增加42.8%。未来几年,中国网购市场将会有更迅速的发展,交易规模预计2015-2016年超过30000亿元。在中国网购市场发展中,淘宝网的发展极为迅速。据数据显示,淘宝网2013年光棍节当天交易额达到350.19亿,相当于中国日均社会零售总额的5成。然而网络是把双刃剑,既促进了交易的达成,也伴随着问题的出现。虚拟环境下,消费者无法亲身体验产品,只能通过网络信息的搜集、比较和评价来判断产品或服务,这就使得购买存在很大的风险。尤其是网购化妆品时,消费者对于产品的质量、使用功效等无法真正了解,此时在线评论的信息成为消费者做出购买决策的重要参考。因此本文选择这一研究课题具有一定的研究意义和理论意义。 通过对国内外文献的回顾与研究,在线评论目前涉及的维度包括评论的方向、类型、数量、质量、长度、表达方式等等。本文基于传播说服理论以及消费者购买行为的S-O-R模式,选择评论者专业性、评论的数量、评论的质量、评论的时效性、评论的效价、接收者的专业性以及与评论者的相似性七个维度,将其作为自变量,并以顾客信任为中介变量,构建在线评论、顾客信任、购买决策的关系模型。 研究主要是采用问卷调查的方法对淘宝网化妆品交易过程进行调查。通过小样本调查验证问卷的信度和效度,并对问卷进行修改。正式调查主要是通过问卷星网站进行,共获取287份有效问卷,利用SPSS20.0软件对数据进行分析,得出本文的研究结论。 本文的研究结论是：评论者的专业性、评论数量、评论内容质量、评论效价以及与评论者相似性均正向影响顾客信任和购买决策；接收者专业性对顾客信任和购买决策有显著的负向影响；评论的时效性对顾客信任和购买决策的影响不显著；顾客信任在评论者的专业性、评论质量对购买决策的影响中起完全中介作用；顾客信任在评论数量、评论效价、接收者专业性、与评论者相似性对购买决策的影响中起部分中介作用。 根据本文的研究结果,对化妆品网络零售商提出建议。首先,高度重视在线评论的营销价值；其次,要发掘专业能力高的评论者,发挥领袖作用；再次,重视在线评论本身的特征,比如：采取措施增加评论的数量,鼓励消费者发表高质量的评论等。
[Abstract]:By December, China had more than 600 million Internet users, an increase of more than 53 million from 2012, and the total online market value reached 1.8 trillion, an increase of 42.8 percent from last year, according to data released by CNNIC. China's online shopping market is expected to grow more rapidly in the next few years, with deals expected to exceed 3 trillion yuan in 2015-2016. In the development of China's online shopping market, Taobao's development is extremely rapid. Taobao's trading volume on Singles' Day in 2013 reached 35.019 billion, equivalent to 50 percent of China's average daily retail sales, according to data. However, the network is a double-edged sword, not only promote the transaction, but also accompanied by the emergence of problems. In the virtual environment, consumers can not experience the product personally, and can only judge the product or service through the collection, comparison and evaluation of network information, which makes the purchase very risky. Especially when buying cosmetics online, consumers can't really understand the quality and efficacy of products, so the information of online reviews becomes an important reference for consumers to make purchase decisions. Therefore, this paper chooses this research topic to have the certain research significance and the theory significance. Through the review and research of domestic and foreign literature, the dimensions of online review include the direction, type, quantity, quality, length, expression and so on. Based on the theory of communication persuasion and the S-O-R model of consumer buying behavior, this paper chooses the professional of the reviewer, the quantity of the comment, the quality of the comment, the timeliness of the comment, the titer of the comment. The receiver's professionalism and similarity with the reviewer are regarded as independent variables, and the relationship model of online comment, customer trust and purchase decision is constructed with customer trust as intermediary variable. The research mainly uses the questionnaire survey method to Taobao cosmetics trade process investigation. The reliability and validity of the questionnaire were verified by a small sample survey, and the questionnaire was revised. The formal investigation is conducted mainly through the questionnaire star website, a total of 287 valid questionnaires are obtained, and the data are analyzed by using SPSS20.0 software, and the research conclusions of this paper are obtained. The conclusions of this paper are as follows: the professionalism of reviewers, the quantity of comments, the quality of comments, the value of reviews and the similarity with reviewers all positively affect customer trust and purchasing decisions; Receiver professionalism has a significant negative impact on customer trust and purchasing decisions; the timeliness of comments has no significant impact on customer trust and purchase decisions; customer trust is the professional nature of reviewers. The effect of comment quality on purchase decision is completely mediated, while customer trust plays an intermediary role in the influence of comment quantity, comment titer, recipient professionalism and similarity with commenter on purchase decision. According to the research results of this paper, the recommendations for cosmetics online retailers are put forward. First, attach great importance to the marketing value of online reviews; second, explore highly professional commentators to play a leading role; third, pay attention to the characteristics of online reviews themselves, such as: take measures to increase the number of comments, Encourage consumers to make high-quality comments, etc.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F426.72
[Abstract]:By December, China had more than 600 million Internet users, an increase of more than 53 million from 2012, and the total online market value reached 1.8 trillion, an increase of 42.8 percent from last year, according to data released by CNNIC. China's online shopping market is expected to grow more rapidly in the next few years, with deals expected to exceed 3 trillion yuan in 2015-2016. In the development of China's online shopping market, Taobao's development is extremely rapid. Taobao's trading volume on Singles' Day in 2013 reached 35.019 billion, equivalent to 50 percent of China's average daily retail sales, according to data. However, the network is a double-edged sword, not only promote the transaction, but also accompanied by the emergence of problems. In the virtual environment, consumers can not experience the product personally, and can only judge the product or service through the collection, comparison and evaluation of network information, which makes the purchase very risky. Especially when buying cosmetics online, consumers can't really understand the quality and efficacy of products, so the information of online reviews becomes an important reference for consumers to make purchase decisions. Therefore, this paper chooses this research topic to have the certain research significance and the theory significance. Through the review and research of domestic and foreign literature, the dimensions of online review include the direction, type, quantity, quality, length, expression and so on. Based on the theory of communication persuasion and the S-O-R model of consumer buying behavior, this paper chooses the professional of the reviewer, the quantity of the comment, the quality of the comment, the timeliness of the comment, the titer of the comment. The receiver's professionalism and similarity with the reviewer are regarded as independent variables, and the relationship model of online comment, customer trust and purchase decision is constructed with customer trust as intermediary variable. The research mainly uses the questionnaire survey method to Taobao cosmetics trade process investigation. The reliability and validity of the questionnaire were verified by a small sample survey, and the questionnaire was revised. The formal investigation is conducted mainly through the questionnaire star website, a total of 287 valid questionnaires are obtained, and the data are analyzed by using SPSS20.0 software, and the research conclusions of this paper are obtained. The conclusions of this paper are as follows: the professionalism of reviewers, the quantity of comments, the quality of comments, the value of reviews and the similarity with reviewers all positively affect customer trust and purchasing decisions; Receiver professionalism has a significant negative impact on customer trust and purchasing decisions; the timeliness of comments has no significant impact on customer trust and purchase decisions; customer trust is the professional nature of reviewers. The effect of comment quality on purchase decision is completely mediated, while customer trust plays an intermediary role in the influence of comment quantity, comment titer, recipient professionalism and similarity with commenter on purchase decision. According to the research results of this paper, the recommendations for cosmetics online retailers are put forward. First, attach great importance to the marketing value of online reviews; second, explore highly professional commentators to play a leading role; third, pay attention to the characteristics of online reviews themselves, such as: take measures to increase the number of comments, Encourage consumers to make high-quality comments, etc.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F426.72
【参考文献】
相关期刊论文 前5条
1 郭国庆;陈凯;何飞;;消费者在线评论可信度的影响因素研究[J];当代经济管理;2010年10期
2 杜梦梦;盛敏;王U，
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