评论内容的矛盾性及评论数结构对顾客网购意愿影响研究

发布时间：2018-04-05 00:38

本文选题：负面评论　切入点：信息框架　出处：《东华大学》2015年硕士论文

【摘要】：近年来，随着电子商务市场在我国呈现出强劲的发展势头，网络购物成为一种越来越流行的消费方式，深刻地改变了人们的购物和生活习惯。不同于线下实体店可以现场体验，网络商店是一个虚拟的交易平台，线上交易需要更多的信息辅助决策，而在线评论，俨然已经成为消费者网购时重要的决策依据。中国互联网络信息中心（CNNIC）发布的《2012年中国网络购物市场研究报告》显示，网购熟悉产品时，34.7%的消费者会受到在线评论的影响；网购不熟悉的产品时，受到在线评论影响的消费者占到了44.8%。由此可见在线评论对消费者网购决策的重要性。然而，基于消费者个体差异、商品服务差异等原因，网络上的在线评论往往充满矛盾性，针对同一款商品，既有大量的正面评论，又有大量的负面评论，消费者面临这样的购物环境时将会进行怎样的决策？同时，在线评论的数量也是消费者重要的决策依据，负评数和评论总数又会对他们的购买意愿产生怎样影响？另外，不同类型的商品详情描述是否也会影响到消费者的行为态度？本研究正是基于这些实际问题而展开的。本文首先通过对国内外相关文献的回顾与梳理，基于矛盾态度、框架效应等理论构建了在线评论内容矛盾性及评论数结构与消费者购买意愿的关系模型。本文以在线评论内容的矛盾性（高矛盾vs低矛盾）及评论数结构（6/114vs56/1104vs551/11004）为自变量，商品详情描述的信息框架类型（积极框架vs消极框架）为调节变量，将消费者购买意愿作为因变量，运用在线实验模拟网购场景的方法探究了这几个变量之间的关系。研究结果表明：评论内容的矛盾性会显著影响消费者购买意愿，高矛盾情境下消费者的购买意愿要弱于低矛盾情境下的购买意愿。同时，商品详情描述的信息框架类型会起到调节作用。高矛盾情境中，消极框架下的消费者购买意愿要强于积极框架，低矛盾情境中与其相反；评论数结构也会影响到消费者购买意愿，一般来说评论总数越高购买意愿越强，但两者之间并非简单的线性相关关系，负评数的增长会削弱评论总数的积极效应，商品详情描述的信息框架在其中同样起到了调节作用。在文章的结尾，，本文对实验结果进行了分析和讨论，总结了贡献和不足，对未来的研究方向进行了展望。同时，根据研究结果为电子商务从业人员提供了在线评论管理的相关措施和建议。
[Abstract]:In recent years, with the strong development of e-commerce market in China, online shopping has become a more and more popular consumption mode, which has profoundly changed people's shopping and living habits.Unlike offline physical stores, online stores are a virtual trading platform, online transactions need more information to assist decision-making, and online reviews have become an important basis for consumers to make decisions online.The 2012 China online Shopping Market Research report released by China Internet Network Information Center (CNNIC) shows that 34.7% of consumers are affected by online reviews when they are familiar with products, and when buying unfamiliar products online,Consumers affected by online reviews accounted for 44. 8%.This shows the importance of online reviews to consumers' online shopping decisions.However, due to individual consumer differences and differences in goods and services, online reviews on the Internet are often full of contradictions. For the same product, there are a large number of positive comments and a large number of negative comments.What kind of decisions will consumers make when they are faced with such a shopping environment?At the same time, the number of online reviews is also an important basis for consumers to make decisions. How do negative ratings and total reviews affect their willingness to buy?In addition, do different types of commodity details also affect consumer attitudes?This research is based on these practical problems.This paper firstly reviews and combs the relevant literature at home and abroad, and constructs a model of online comment content contradiction and the relationship between comment number structure and consumers' purchase intention based on contradictory attitude, frame effect and so on.In this paper, the contradiction of online comment content (high contradiction vs low contradiction) and the structure of 6 / 114 vs56 / 1104 vs551 / 11004) are taken as independent variables, and the type of information frame (positive frame vs negative frame) in the description of commodity details is taken as adjusting variable.Taking consumer purchase intention as dependent variable, this paper explores the relationship between these variables by using online experiment to simulate online shopping scene.The results show that the contradictory content of comments can significantly affect consumers' purchase intention, and the consumers' purchase willingness is weaker in the high contradiction situation than in the low contradiction situation.At the same time, the information framework type of commodity detail description will play a regulatory role.In the high contradiction situation, the consumer's willingness to buy under the negative frame is stronger than that in the positive frame, and in the low contradiction situation, the structure of comment number will also affect the consumer's willingness to buy, generally speaking, the higher the total number of comments, the stronger the willingness to buy.However, there is not a simple linear correlation between the two. The growth of negative rating weakens the positive effect of the total number of reviews, and the information framework of the detailed description of commodities also acts as a moderator.At the end of the paper, the experimental results are analyzed and discussed, the contributions and shortcomings are summarized, and the future research directions are prospected.At the same time, according to the results of the study for e-commerce practitioners to provide online review management related measures and suggestions.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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