不同奖励形式下消费者在线评价动机与评价意愿的关系

发布时间：2018-05-21 09:12

本文选题：消费者在线评价动机 + 奖励类型　；参考：《上海师范大学》2017年硕士论文

【摘要】：先前关于消费者在线评价的研究较多关注在线评价信息对潜在的消费者心理、购买意愿以及购买行为的影响,但对发表在线评价动机的研究较少。本研究在梳理国内外相关文献的基础上,通过开放式访谈、语义分析等方法,收集项目并编制了具有良好信度和效度的消费者在线评价动机测量问卷,并把商客互惠动机区别于消费者互惠动机而单独列出;采用改编问卷及不同奖励类型的情境实验问卷,对400名参与网络购物的消费者进行调查研究,探究网购环境下,奖励类型与消费者发表在线评价动机以及评价意愿之间的关系。主要研究结果如下:(1)改编的《消费者在线评价动机测量问卷》包含6个维度,分别为情感分享、个人娱乐、利他动机、消费者互惠、商客互惠以及外部动机,共26个项目,证实了商客互惠动机的存在。问卷的内部一致性系数为0.87,具有良好的信效度,符合心理测量学的要求,具有一定的参考价值。(2)消费者发表在线评价的内、外动机与在线评价意愿呈正相关;不同的奖励类型影响消费者在线评价意愿,且在金钱奖励的条件下,在线评价意愿更高。(3)在金钱奖励的条件下,消费者互惠动机和外部动机正向影响消费者发表在线评价的意愿;在非金钱奖励的条件下,利他动机、消费者互惠动机以及外部动机正向影响消费者发表在线评价的意愿。(4)在金钱奖励的条件下,个人娱乐动机与利他动机、利他动机与外部动机以及消费者互惠动机与外部动机之间存在交互作用;在非金钱奖励的条件下,个人娱乐动机与利他动机之间存在交互作用。
[Abstract]:Previous studies on online evaluation focused on the influence of online evaluation information on potential consumer psychology, purchase intention and purchase behavior, but less on the motivation of online evaluation. On the basis of combing the relevant literature at home and abroad, through open interview, semantic analysis and other methods, this study collected items and compiled a questionnaire with good reliability and validity of online evaluation motivation measurement. And separate the motivations of merchants and consumers from those of consumers, and use the adapted questionnaire and the situation experiment questionnaire of different reward types to investigate 400 consumers who participate in online shopping, and explore the environment of online shopping. The relationship between reward type and consumers' online evaluation motivation and evaluation intention. The main results are as follows: (1) the online Consumer Evaluation motivation questionnaire, which consists of 6 dimensions, consists of 26 items, namely, emotional sharing, personal entertainment, altruistic motivation, consumer reciprocity, business reciprocity and external motivation. The existence of reciprocity motive is confirmed. The internal consistency coefficient of the questionnaire is 0.87, which has good reliability and validity, meets the requirement of psychometrics, and has certain reference value. Different types of rewards affect consumers' willingness to evaluate online, and under the condition of monetary reward, online evaluation willingness is higher. Consumers' reciprocal and external motivations are positively affecting consumers' willingness to publish online reviews; altruistic motivations in the context of non-monetary incentives, Consumer reciprocity motivation and external motivation positively affect consumers' willingness to publish online reviews. 4) under the condition of monetary reward, personal entertainment motivation and altruistic motivation. There is interaction between altruistic motivation and external motivation, and between consumer reciprocal motivation and external motivation, and between individual entertainment motivation and altruistic motivation under the condition of non-pecuniary reward.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

【参考文献】