负面在线评论和企业回应

发布时间：2018-05-27 00:20

本文选题：网购风险 + 在线评论　；参考：《华东理工大学》2017年硕士论文

【摘要】：中国网络购物用户规模越来越庞大,但是网络购物仍然比在实体店购物存在更多风险。网购情境中充满很多不确定性,参考在线评论成为很多消费者用于降低网购风险的一种重要选择。由于沟通技术的不断完善、社交媒体的逐渐普及,在线评论日益成为一种重要的产品信息来源。网络评论有助于网络消费者降低不确定性、实现间接体验。在线消费者评论通常采用的是用户视角,与消费者所需的信息更直接相关。实际上,在线评论同时充当了信息提供者与推荐者的角色。在线评论会影响消费者购买行为。而负面的评论或体验更让人难忘,它比正面的评论或体验更能影响人们的决策。很多事例表明,如果商家对负面在线评论不做出任何回应,后果可能会非常严重。本文在梳理了在线消费者评论的概念与特点、在线评论的作用、负面在线评论的影响、操作在线评论的影响、负面在线评论的回应的价值、回应策略等方面的相关理论的基础上,挑选了天猫、京东平台上的六家鞋企的最热销产品的在线评论及企业回应进行了分类编码分析,并从信任理论角度指出了企业回应中存在的缺陷和可能改进方向。接着,本文对企业回应改进策略效益进行了实证检验。
[Abstract]:Online shopping in China is growing in size, but there are still more risks to online shopping than shopping in physical stores. The online shopping situation is full of uncertainty, and reference online reviews become an important choice for many consumers to reduce the risk of online shopping. With the improvement of communication technology and the popularity of social media, online reviews are becoming an important source of product information. Online reviews can help consumers reduce uncertainty and achieve indirect experience. Online consumer reviews usually take a user perspective and are more directly related to the information consumers need. In fact, online reviews act as both information providers and referrals. Online reviews can affect consumer buying behavior. Negative comments or experiences are more memorable than positive comments or experiences that influence people's decisions. Many examples show that if businesses don't respond to negative online comments, the consequences can be serious. This paper reviews the concept and characteristics of online consumer reviews, the role of online reviews, the impact of negative online reviews, the impact of manipulating online reviews, and the value of negative online reviews' responses. Based on the theory of response strategy and other aspects, this paper selects online reviews of the most popular products of six shoe enterprises on the platform of Tmall and JingDong and analyzes the enterprise responses by classification and coding. From the perspective of trust theory, the paper points out the defects and possible direction of improvement in the enterprise response. Then, this paper makes an empirical test on the effectiveness of enterprise response improvement strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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