在线负面评论及商家回复对消费者购买决策的影响实证研究

发布时间：2018-05-12 22:50

本文选题：在线评论 + 在线负面评论　；参考：《重庆理工大学》2017年硕士论文

【摘要】：在注重用户交互作用的Web2.0环境下,在线购物成为一种新型购物形式,并呈现快速发展的态势。由在线购物衍生出的消费者在线评论受到国内外研究者的广泛关注,越来越多的商家开始认识到赢得正面评论的重要营销意义,并逐步重视和利用商家回复来消除负面评论的不利影响。但商家回复在负面评论影响消费者购买决策过程中发挥作用的内在机制在现有研究中尚未得以明晰。基于此,本文将在线负面评论与商家回复同时纳入在线评论研究体系,实证检验两者共同作用于消费者购买决策的内在机制并提出相应的营销策略,丰富了网络口碑理论,也为网络商家营销实践提供借鉴。本文基于前景理论和服务补救期望理论,构建负面评论、商家回复对消费者购买决策影响的理论框架,提出了十个研究假设,根据研究需要并结合已有研究成果界定各研究变量的测定指标,采用截取网络客观数据的形式,收集了428家商户样本数据,实证检验了上述研究假设。重点分析了商家回复各子变量对负面评论影响消费者购买决策的差异化调节效应,并对商家回复各子变量的维度的调节效应进行二次比较。在此基础上,明晰了商家回复对在线负面评论影响消费者购买决策的内在机制。研究结果表明:(1)在线负面评论对消费者购买决策存在显著的影响。其中,负面评论星级评分、负面点评率与消费者购买决策呈负向相关,负面评论内容评分、负面评论者专业度与消费者购买决策呈正向相关,且星级评论者的影响力度较一般评论更为显著。(2)商家回复对在线负面评论与消费者购买决策之间的关系存在显著的调节作用。其中,商家回复存在性对负面评论内容评分与消费者购买决策关系具有正向调节作用,且有回复的影响力度较无回复更显著;商家回复态度、回复时机、回复策略及回复质量均对负面评论内容评分与消费者购买决策关系起负向调节作用,且敷衍型回复、即时回复、精神型回复及长篇幅回复的调节作用分别较针对型回复、延迟回复、物质型回复及短篇幅回复更显著。基于此,本文认为各网络商家在开展在线营销活动时,应重视在线评论的传播影响力,尤其是要重视负面评论的消极影响力,可通过加强在线负面评论信息管理与服务补救、鼓励消费者与商家互动的追加评论和依托政府监管提升商家声誉等方式促成消费者的负向影响向正面网络口碑的转化。
[Abstract]:Under the environment of Web2.0, online shopping becomes a new type of shopping, and presents a rapid development trend. Consumers' online reviews derived from online shopping have attracted extensive attention from domestic and foreign researchers. More and more businesses are beginning to realize the important marketing significance of winning positive reviews. And gradually pay attention to and use the business response to eliminate the adverse impact of negative comments. However, the internal mechanism by which merchants respond to negative comments and influence consumer purchasing decisions has not been clarified in existing studies. Based on this, this paper brings online negative comments and merchant responses into the online comment research system simultaneously, and empirically tests the internal mechanism of both acting on consumers' purchase decision together and puts forward corresponding marketing strategies, which enriches the theory of online word-of-mouth. Also for the network business marketing practice to provide reference. Based on prospect theory and expectation theory of service remedy, this paper constructs a theoretical framework of negative comments and the impact of merchant response on consumer purchase decision, and puts forward ten research hypotheses. According to the need of the research and combined with the existing research results to define the measurement index of each research variable, we collect 428 commercial households' sample data in the form of intercepting the objective data of the network, and empirically test the above research hypotheses. This paper focuses on the analysis of the differential adjustment effect of the merchants' response to negative comments on the consumers' purchase decisions, and makes a second comparison of the adjustment effects of the dimensions of the merchants' responses to each subvariable. On this basis, it clarifies the internal mechanism of merchants' response to negative online comments that affect consumers' purchase decisions. The results show that negative online reviews have a significant impact on consumer buying decisions. Among them, negative comment star rating, negative comment rate and consumer purchase decision were negative correlation, negative comment content score, negative commentator professional degree and consumer purchase decision were positively correlated. Moreover, the impact of star reviewers is more significant than that of general reviews.) there is a significant moderating effect on the relationship between online negative comments and consumers' purchase decisions. Among them, the existence of the business response has a positive effect on the relationship between the negative comment content score and the consumer purchase decision, and the impact of the response is more significant than that of the non-reply. Both the response strategy and the response quality had a negative effect on the relationship between the negative comment content score and the consumer's purchase decision, and the regulatory effects of perfunctory response, immediate response, mental response and long response were more significant than those of the targeted response. Delayed response, material response and short response were more significant. Based on this, this paper holds that all online merchants should pay attention to the dissemination of online comments, especially the negative impact of negative comments, which can be remedied by strengthening the information management and service management of online negative comments. To encourage consumers to interact with the additional comments and rely on government regulation to enhance the reputation of businesses and other ways to promote the negative impact of consumers to the positive network word of mouth transformation.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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