消费者接受淘宝在线评论的影响因素研究

发布时间：2018-06-28 17:01

本文选题：在线评论 + 消费者　；参考：《武汉工程大学》2015年硕士论文

【摘要】：随着互联网的普及,网络购物因为拥有方便、快捷、经营成本低、库存压力小等优势,伴随着技术、制度等的完善,网购已经逐渐成为一种新型的、重要的购物形式。而淘宝网的发展速度更是极快,历年淘宝都以绝对领先优势占据网络购物市场,而每年全国都掀起双十一购物热潮,一年浪潮比一年高,双十一被称为全民的狂欢日。在虚拟购物市场,不同于传统购物模式,信息存在不对称性,很可能造成“柠檬市场效应”,而愈来愈多消费者在购物前通常会搜寻其他消费者的评论,以此来降低购物风险,在线评论己经成为消费者主要的信息源,它担当了重要的沟通载体角色。可见,对哪些因素会影响消费者接受淘宝的在线评论进行研究,为维持网络购物的可持续发展,对消费者和网店商家提出有利建议有一定的必要性。基于霍夫兰德(Hovland)说服模型,构建本文5个指标维度:以涉入度为出发点分析消费者特征;评论的数量、评论的内容质量两个指标分析在线评论文本特征;以评论者资信度为立脚点,分析传播者特征;考虑网购消费特征,将价格折扣添加为影响因素。采用小规模访谈、发放问卷调研等方法,共获387份有效样本数据,利用SPSSl7.0对样本数据进行实证分析,验证以上各个因素对消费者接受淘宝网的在线评论是否有影响,又是如何影响的。研究发现,当消费者处于高涉入度情况下,其接受在线评论的可能性比处于低涉入度情况下接受的可能性更大;评论数量与消费者接受在线评论的可能性存在正相关性,即数量越多,消费者接受的可能性越大;评论内容的质量与消费者接受在线评论的可能性存在正相关性,即质量越高,消费者接受的可能性越大;价格折扣与消费者接受在线评论可能性存在正相关性,即折扣越大,消费者接受的可能性越大。根据研究结果,本文希望帮助商家更清晰了解消费者的心理,以在线评论状态,初步推断后期销量情况,及时且有效地采取相应的战略手段;同时希望消费者通过理论实证,深入了解我方和他方的心理和行为,做为商品评论者,消费者可以由己及人,换位思考,为其他潜在买者提供更加有效和易接受的参考意见。
[Abstract]:With the popularity of the Internet, online shopping has become a new and important shopping form because it has the advantages of convenience, fast, low operating cost, low inventory pressure and so on. With the improvement of technology and system, online shopping has gradually become a new and important form of shopping. Taobao's development speed is even faster, Taobao has occupied the online shopping market with absolute leading over the years, and every year there is a shopping boom in the country, the tide is higher than each year, double Eleven is called the carnival day of the whole people. In the virtual shopping market, different from the traditional shopping mode, there is asymmetry in information, which may lead to "lemon market effect". More and more consumers usually search for comments from other consumers before shopping to reduce the risk of shopping. Online reviews have become a major source of information for consumers and play an important role in communication. It can be seen that what factors will affect consumers to accept Taobao online reviews, in order to maintain the sustainable development of online shopping, it is necessary for consumers and online merchants to put forward beneficial suggestions. Based on Hovland's persuasion model, this paper constructs five index dimensions: analyzing consumer characteristics based on involvement degree, analyzing online comment text features by two indicators: quantity of comments, content quality of comments, and content quality of comments. Based on the commenters' confidence, the author analyzes the characteristics of the communicators, and adds the price discount as the influencing factor, considering the consumption characteristics of online shopping. Using small-scale interviews, questionnaire survey and other methods, a total of 387 valid sample data were obtained, and the sample data were empirically analyzed using SPSSl7.0 to verify whether the above factors had an impact on consumers' acceptance of Taobao online reviews. And how it affects. The study found that consumers are more likely to accept online comments when they are in a high degree of involvement than those with a low level of involvement, and that the number of reviews is positively correlated with the likelihood of consumers accepting online comments. That is, the more quantity, the greater the possibility of consumer acceptance, and the positive correlation exists between the quality of comment content and the possibility of consumers accepting online comment, that is, the higher the quality, the greater the possibility of consumer acceptance. There is a positive correlation between price discounts and the likelihood that consumers will accept online reviews, that is, the greater the discount, the more likely consumers are to accept it. According to the results of the study, this paper hopes to help merchants to understand consumers' psychology more clearly, to preliminarily extrapolate the sales situation in the later period, and to adopt corresponding strategic measures in time and effectively; meanwhile, it is hoped that consumers will adopt theoretical and empirical evidence. Learn more about our psychology and behavior. As commodity reviewers, consumers can think more effectively and easily for other potential buyers.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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