体验型产品的在线评论对消费者购买意愿的影响研究

发布时间：2018-01-01 14:34

本文关键词：体验型产品的在线评论对消费者购买意愿的影响研究　出处：《黑龙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着近几年购物网站的快速发展,网上购物已经成为人们日常生活的一部分。越来越多的国内外学者开始重视在线评论对消费者购买行为的影响研究,但对于影响在线评论口碑效应的多种因素变量相互调节作用的研究较少。本文基于前人关于在线评论对消费者行为影响的研究及相关理论,采用2(情感极性:正,负)×2(品牌熟悉度:高,低)×2(消费者商品专业能力:高,低)的实验设计法,以体验实用型商品作为研究对象,深入研究在体验型商品中,在线评论情感极性不同水平对消费者购买意愿的影响,及品牌熟悉度和消费者产品专业能力对在线评论情感极性口碑效应调节作用。本研究主要利用T检验、协方差分析等统计方法对提出的假设模型进行检验,得出以下研究结论:对于体验实用性产品,负向评论对消费者购买意愿影响要大于正向评论对消费者的影响;品牌熟悉度对在线评论情感极性影响消费者购买意愿具有调节作用,品牌熟悉度高的消费者其受到正向和负向评论的影响差异不大,品牌熟悉度低的消费者,其购买意愿受到负向评论的影响要大于正向评论的影响;消费者产品专业能力对在线评论情感极性影响消费者购买意愿具有一定调节作用:当消费者产品专业能力低时,其购买意愿受到负向评论的影响更大;当消费者产品专业能力高时,其对负向评论的影响效应调节作用不大,负向评论对消费者购买意愿影响依旧大于正向评论的影响。
[Abstract]:With the rapid development of shopping websites in recent years, online shopping has become a part of people's daily life. More and more scholars at home and abroad began to pay attention to the impact of online reviews on consumer buying behavior. However, there are few studies on the interaction of factors affecting the online comment word-of-mouth effect. This paper is based on the previous research and related theories on the influence of online comment on consumer behavior. Using 2 (emotional polarity: positive, negative) 脳 2 (brand familiarity: high, low) 脳 2 (consumer commodity professional ability: high, low) experimental design method, to experience practical goods as the research object. The effect of different levels of emotional polarity of online comment on consumers' willingness to buy was studied in depth. The influence of brand familiarity and consumer product professional ability on online comment emotional polarity is regulated. This study mainly uses T test, covariance analysis and other statistical methods to test the proposed hypothesis model. The conclusions are as follows: for experiencing practical products, negative reviews have more influence on consumers' willingness to buy than positive comments on consumers; Brand familiarity has a moderating effect on the emotional polarity of online reviews. The consumers with high brand familiarity have little difference between positive and negative comments and consumers with low brand familiarity. The influence of negative comments on their willingness to buy is greater than that of positive comments; The professional ability of consumers' products has a certain regulating effect on the emotional polarity of online reviews: when the professional ability of consumers' products is low, their willingness to buy is more influenced by negative comments; When the professional ability of consumer product is high, its influence on negative comment is not significant, and the influence of negative comment on consumer's willingness to buy is still greater than that of positive comment.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6

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