基于在线评论特征的消费者购买决策研究

发布时间：2018-04-02 05:08

本文选题：在线评论　切入点：评论特征　出处：《哈尔滨理工大学》2017年硕士论文

【摘要】：网络时代的到来,在线消费作为一种流行的购物方式受到了广大消费者的青睐。互联网的高效便捷,一方面改变了传统的线下消费方式,转变为线上消费;另一方面由于其虚拟性,导致消费者与商家之间信息不对等,尤其是对产品不熟悉的消费者,更需要产品信息的帮助。而在线评论提供了了解产品信息的渠道,从而为消费者购买决策提供帮助,其重要性也逐渐受到重视。因此,研究在线评论特征对消费者购买决策的影响不仅可以丰富在线评论的理论研究成果,而且可以为消费者购买决策提供有力的指导。本研究以体验型产品的在线评论特征作为研究对象,通过对相关文献的整理借鉴,分析发送者可信度、评论形式、评论形式、评论数量、接收者卷入度和接收者专业性等评论特征,根据在线评论传播过程、购买决策五阶段模型、精细加工可能性模型和恩格尔模型,构建基于在线评论特征消费者购买决策模型。之后采用问卷设计量表,以线上和线下方式共同搜集问卷数据,并对模型进行信度、效度和路径分析。实证部分,选取淘宝网乳液产品数据进行分析及预测,利用extreme gradient Boosting(xg Boost)算法及F值度量法,验证评论特征对消费者购买决策的影响。实证表明,发送者可信度、评论形式、评论效价、评论数量、接收者卷入度和接收者专业性等评论特征均影响消费者购买决策。本研究一方面完善了在线评论特征研究,且构建了基于在线评论特征消费者购买决策模型;另一方面为消费者提供了参考意见,如完善注册制度,推荐给消费者关于产品的真实评论;关注评论的情感倾向;丰富评论发布形式,加强消费者间互动,提高消费者参与评论的热情等。
[Abstract]:With the advent of the network era, online consumption as a popular way of shopping has been favored by the vast number of consumers.The high efficiency and convenience of the Internet, on the one hand, have changed the traditional offline consumption mode and become online consumption; on the other hand, because of its virtual nature, the information between consumers and merchants is not equal, especially the consumers who are unfamiliar with the products.More in need of product information help.The importance of online reviews, which provides a way to understand product information and help consumers to make purchase decisions, is becoming more and more important.Therefore, studying the influence of online comment features on consumers' purchase decisions can not only enrich the theoretical research results of online reviews, but also provide powerful guidance for consumers' purchase decisions.This study takes the online comment features of experiential products as the research object, through the collation and reference to the relevant literature, analyzes the sender credibility, the form of comments, the form of comments, the number of comments.According to the online comment propagation process, the five-stage purchase decision model, the fine processing possibility model and the Engel model, the consumer purchase decision model based on the online comment feature is constructed.Then the questionnaire design scale was used to collect the questionnaire data online and offline, and the reliability, validity and path of the model were analyzed.In the empirical part, we select Taobao Emulsion Product data to analyze and predict, and use extreme gradient Boosting(xg boost algorithm and F-value measure method to verify the influence of comment features on consumers' purchase decision.The empirical results show that the reliability of the sender, the form of comments, the titer of comments, the number of comments, the degree of involvement of the receiver and the professionalism of the receiver all affect the consumer's purchasing decisions.On the one hand, this study improves the research of online comment features, and constructs a consumer purchase decision model based on online comment features; on the other hand, it provides consumers with reference opinions, such as improving the registration system.It is recommended to consumers for real comments on products; to pay attention to the emotional tendency of comments; to enrich the form of release of comments; to strengthen the interaction between consumers; to enhance the enthusiasm of consumers to participate in comments, etc.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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