负面在线评论及商家反馈对消费者信任及对商家态度的影响研究

发布时间：2018-08-26 16:14

【摘要】：随着信息技术的发展和互联网的普及,网络购物已经成为消费者购物的习惯和生活方式,而在线评论也已经影响消费者网络购物最重要的信息因素。大量的研究和实证调查表明消费者在进行网络购物时会参考产品的在线评论信息。在线评论的重要性,使得越来越多的商家意识到自身的交易额会受到在线评论的显著影响,特别是负面在线评论对销量的负向影响。在负面在线评论不可被删除和修改的情况下,越来越多的商家采用了回复的形式来试图降低负面在线评论的负向影响。然而负面在线评论和商家反馈对销售额的影响机制是什么,如何能高效地进行负面在线评论的管理和反馈是当前网络商家迫切关注的问题。本研究采取情景模拟实验和定量研究相结合的方法,对网络购物环境下负面在线评论及商家反馈对消费者信任及对商家态度的影响进行了系统的研究。通过文献梳理和理论演绎,本研究构建了负面在线评论和商家反馈的信任影响模型,消费者通过负面在线评论感知到的商家产品质量、商家态度和诚信以及商家反馈形式(道歉、解释和补偿)作为重要的自变量,探讨自变量对信任和怀疑及其子维度的影响,并最终影响消费者对商家态度的机制。通过数据分析和模型检验,本研究实证检验了理论模型和相关的研究假设。最后基于研究成果提出了网络购物环境下针对信任不同方面的降低可采取效果最好的反馈措施。本研究获得的主要研究成果如下：1、在线评论反应的商家产品质量、商家态度和商家诚信会对潜在消费者的信任及其对商家的态度产生显著的正向影响,并对消费者的怀疑产生负向影响。2、商家反馈可显著提升消费者的信任和对商家态度。3、负面在线评论的内容和商家反馈包含的不同内容对潜在消费者的信任的子维度(能力、善意和正直)和怀疑的子维度(无能力、自利和不正直)的影响是存在显著差异的。
[Abstract]:With the development of information technology and the popularity of the Internet, online shopping has become a consumer shopping habits and lifestyle, and online reviews have also affected consumers online shopping the most important information factors. A large number of studies and empirical investigations show that consumers refer to online reviews of products when shopping online. The importance of online reviews makes more and more businesses realize that their turnover will be significantly affected by online reviews, especially the negative impact of negative online reviews on sales volume. When negative online comments can not be deleted or modified, more and more merchants adopt the form of reply to try to reduce the negative impact of negative online comments. However, what is the influence mechanism of negative online reviews and merchant feedback on sales, and how to efficiently manage and feedback negative online reviews is an urgent concern of current online businesses. In this study, the effects of negative online reviews and merchant feedback on consumer trust and attitude are systematically studied by the combination of situational simulation experiment and quantitative research. Through literature combing and theoretical deduction, this study constructs a trust impact model of negative online reviews and merchant feedback. Consumers perceive the quality of business products through negative online reviews. As an important independent variable, the attitude and honesty of the merchant and the form of feedback (apology, explanation and compensation) are discussed, and the influence of the independent variable on the dimension of trust, doubt and its subdimension is discussed, and the mechanism of consumer's attitude towards the business is finally influenced. Through data analysis and model testing, this study empirically tests the theoretical model and related research hypotheses. Finally, based on the research results, the best feedback measures for different aspects of trust reduction in online shopping environment are put forward. The main research results of this study are as follows: 1. Online reviews reflect the quality of business products, business attitude and business integrity will have a significant positive impact on the trust of potential consumers and their attitudes towards businesses. And the negative impact of consumer suspicion. 2. Merchant feedback can significantly enhance consumer trust and attitude towards the business. The negative online comments and different content of merchant feedback include subdimensions of trust to potential consumers (ability, ability). There are significant differences between the influence of goodwill and integrity and the subdimensions of doubt (incompetence, self-interest and dishonesty).
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F713.55

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