图片评论与商家展示一致性对消费者购买决策影响的实证研究

发布时间：2018-05-06 18:46

本文选题：在线评论 + 图片评论　；参考：《山西财经大学》2017年硕士论文

【摘要】：随着互联网的快速发展,网络购物已经越来越普遍。网络口碑营销作为口碑营销的延伸,在网络购物中发挥着越来越重要的作用。通过文献综述,可以发现,在线评论作为网络口碑营销的主要形式,已经有不少学者对其作用机制进行研究,然而,对于在线评论的研究仍然存在一些空白领域。在线评论包括文本评论和图片评论,回顾以往文献,绝大部分学者都是基于文本评论来进行研究的,而对图片评论缺乏关注。本文即是选取图片评论作为研究对象,来探讨已购物消费者做出的图片评论与商家通过图片对产品进行展示所展现信息的一致性程度,对消费者购买决策将产生怎样的影响,以及通过什么样的机制来产生影响。本研究主要采用文献研究、深度访谈、问卷调查和统计分析等方法来进行研究。首先,通过阅读文献,结合生活中实际网络购物情景,将本文的研究对象确定为图片评论;其次,通过深度访谈,确定研究问题,结合相关理论提出研究假设,并在此基础上构建本文概念模型;再次,针对本文研究问题及模型,设计调查问卷,并进行数据收集;然后,运用SPSS19.0统计分析软件对数据进行处理,并对研究假设逐一验证;最后,得出本文结论,并提出相应的管理建议。通过以上研究得出,图片评论与商家展示一致性程度对消费者购买决策有正向影响,并且这种作用通过感知价值来实现,重要的是,这种作用的大小因产品类别而有所不同。如前所述,本文试图尝试对图片评论的空白进行部分填补,这也正是本研究的理论意义所在。此外,本文结论也可以指导网店商家在营销时要根据自身情况而有所侧重,比如,对于经营产品属于表达性产品的商家,要更加注重已购消费者的反馈,尤其是图片评论,适当的引导将会对经营有大大的改善;对于经营产品属于功能性产品的商家,则不需要对图片评论做过多的投入,而要以改进产品的性能为重点。这些结论及建议对营销管理人员运用口碑营销提供了一定理论参考,对营销管理工作起到了适当的指导作用。
[Abstract]:With the rapid development of the Internet, online shopping has become more and more common. As an extension of word-of-mouth marketing, online word-of-mouth marketing plays a more and more important role in online shopping. Through literature review, it can be found that as the main form of online word-of-mouth marketing, many scholars have studied the mechanism of online reviews. However, there are still some blank areas in the research of online reviews. Online reviews include text reviews and image reviews. Reviewing previous literature, most scholars do research based on text reviews, but lack of attention to image reviews. In this paper, the author chooses the picture comment as the research object to explore the consistency between the picture comment made by the shopper and the information displayed by the merchant through the picture, and how will it affect the consumer's purchase decision. And through what mechanism to make an impact. This research mainly uses literature research, depth interview, questionnaire survey and statistical analysis to carry on the research. First of all, through reading the literature, combined with the actual online shopping situation in life, the research object of this paper is determined as photo review; secondly, through in-depth interviews, determine the research issues, combined with the relevant theory to put forward the research hypothesis, On this basis, the conceptual model of this paper is constructed; thirdly, the questionnaire is designed for the research questions and models in this paper, and the data collection is carried out. Then, the data are processed by SPSS19.0 statistical analysis software, and the research hypotheses are verified one by one. Finally, this paper draws a conclusion and puts forward corresponding management suggestions. Through the above research, it is concluded that the degree of consistency between image review and business display has a positive impact on consumer purchase decision, and this effect is realized through perceived value. Importantly, the size of this role varies with product category. As mentioned earlier, this paper attempts to fill in the blank of the picture comment, which is the theoretical significance of this study. In addition, the conclusion of this paper can also guide online stores to focus on their own situations when marketing. For example, for businesses operating products that are expressive products, more attention should be paid to feedback from consumers who have purchased, especially picture reviews. Proper guidance will greatly improve the business; for businesses operating functional products, there is no need to invest too much in picture reviews, but to focus on improving the performance of the product. These conclusions and suggestions provide a certain theoretical reference for marketing managers to use word of mouth marketing, and play an appropriate guiding role in marketing management.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

【参考文献】