在线评论的动态变化对消费者购买意愿影响的研究

发布时间：2018-01-19 13:23

本文关键词： 在线评论感知有用性购买意愿自我效能　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在互联网时代的背景下,网络购物逐渐成为人们购买商品的重要渠道和消费方式。网购环境下,消费者无法亲身体验和触摸商品,为了降低网络购物的不确定性风险,大部分消费者选择查看在线评论。在线评论是消费者通过在线购物网站购买商品后,在网站上发表的关于对所购买商品或服务体验的评价与反馈。在线评论克服了商家明显利己的偏向,正负评论同时存在,更加客观和真实。通过对以往研究的梳理和总结,大量学者对在线评论进行了比较系统和全面的研究,也形成了较为成熟的研究成果。已有研究大多对初始评论和追加评论不加以细分,统称为在线评论,也有学者重点研究追加评论,但是都忽略了同一评论者给出的初始评论和追加评论会发生态度的变化以及这种变化会对消费者的感知有用性和购买意愿产生怎样的影响。因此,本文基于评论效价,将初始评论到追加评论的动态变化分为一致性在线评论和矛盾性在线评论,以消费者的感知有用性为中介变量,自我效能为调节变量,研究两种动态变化类型对消费者购买意愿产生的差异。本文以淘宝网上运动鞋的初始评论和追加评论为例,采取实验研究的方法,通过设计四组调查问卷,利用SPSS21.0软件对调查问卷的数据进行分析和处理,检验假设是否成立。结果表明,一致性与矛盾性在线评论相比,矛盾性在线评论产生的有用性感知更强,两种变化类型的评论都是通过感知有用性作用于消费者的购买意愿。自我效能会调节消费者对在线评论的有用性感知,自我效能高的消费者认为矛盾性在线评论的感知有用性更高,进而采纳矛盾性在线评论信息做出购买决策,而自我效能低的消费者认为一致性在线评论的感知有用性更高,进而采纳一致性在线评论信息做出购买决策。本文以评论效价为基础合理划分初始评论到追加评论的动态变化,更加细化现有研究,弥补了现有研究的不足。为商家区别对待两种不同变化类型变化的在线评论以及购物平台重视信息的管理实行精准营销提供新的视角,同时鼓励消费者发挥评论者的作用,给出真实客观的评价信息,提高自身自我效能,提高购买效率,降低购买风险。
[Abstract]:In the background of the Internet era, online shopping has gradually become an important channel and consumption mode for people to buy goods. In the online shopping environment, consumers can not experience and touch the goods. In order to reduce the risk of uncertainty in online shopping, most consumers choose to view online reviews, which are products that consumers buy through online shopping sites. Online reviews overcome the perceived self-interest bias of merchants, and both positive and negative comments exist. Through combing and summarizing the previous research, a large number of scholars have carried out a relatively systematic and comprehensive study on online reviews. Most of the previous studies do not subdivide the initial comments and additional comments, which are called online reviews, and some scholars focus on the additional comments. However, both the initial comment and the additional comment given by the same reviewer will change their attitude and how this change will affect consumers' perceived usefulness and willingness to buy. In this paper, the dynamic changes from initial comment to additional comment are divided into consistent online comment and contradictory online comment, with consumer perceived usefulness as intermediary variable and self-efficacy as adjustment variable. This paper takes the initial comment and supplementary comment of sneakers on Taobao as an example, adopts the method of experimental research and designs four groups of questionnaires. The data of the questionnaire are analyzed and processed by SPSS21.0 software, and the hypothesis is tested. The result shows that the consistency is compared with the contradictory online comment. Contradictory online reviews have a stronger sense of usefulness. Both types of comments affect consumers' willingness to buy through perceived usefulness. Self-efficacy regulates consumers' perception of usefulness for online reviews. Consumers with high self-efficacy thought that the perceived usefulness of contradictory online reviews was higher, and then adopted contradictory online comments information to make purchase decisions. Consumers with low self-efficacy think consistency online reviews are more useful for perception. Then we use the consistent online comment information to make the purchase decision. This paper divides the dynamic change of initial comment to additional comment reasonably based on the value of comment, and further refines the existing research. It provides a new perspective for merchants to treat two different types of changes of online reviews and shopping platform to focus on the management of information to implement precision marketing. At the same time, consumers are encouraged to give full play to the role of reviewers, give real and objective evaluation information, improve their own self-efficacy, improve purchasing efficiency and reduce purchase risk.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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