负面在线评论比例对顾客购买意愿的影响

发布时间：2018-11-15 18:49

【摘要】：顾客在线评论为其他潜在消费者的购买决策提供了一个便利的信息来源,越来越多的学者开始研究在线评论是如何影响消费者购买决策的。本论文结合了负面在线评论比例、产品类型、对负面评论的感知可信度等概念,基于消费者决策理论、归因理论、前景理论等理论,利用中介作用来解释负面评论比例是如何对消费者购买意愿产生影响的。随后,本研究还探讨了不同的产品类型下这种影响的程度是否存在差异。另外,本研究还尝试验证消费者个人的信任倾向是否会对负面评论比例与可信度感知的关系产生调节作用。本文通过在网络渠道发布电子实验问卷的方式来模拟消费环境并收集数据,为了防止不同数据之间的相互干扰,本研究先后进行了三次实验,通过对实验变量的控制、操纵和测量,收集到了足够的实验数据。通过对实验数据的分析,本研究验证了负面在线评论比例对消费者购买意愿的负向影响,同时也验证了可信度感知作为中介变量的部分中介效应的存在。本研究还验证了产品类型在负面评论比例对可信度感知的影响中的调节作用：当产品的类型为搜索型时,负面在线评论比例对于消费者的可信度感知的影响更为显著；而当产品的类型为体验型时,这种影响的幅度则会小得多。另外,本研究发现了消费者个人的信任倾向对于负面评论比例和可信度感知之间关系的调节作用并不显著。最后,本文讨论了这些研究发现对于在线评论和消费者购买意愿相关研究的影响以及实践意义。
[Abstract]:Customer online reviews provide a convenient source of information for other potential consumers to make purchase decisions. More and more scholars have begun to study how online reviews affect consumers' purchase decisions. This paper combines the concepts of negative online comment proportion, product type, perceived credibility of negative comments, and based on consumer decision theory, attribution theory, prospect theory, etc. Use the role of intermediary to explain how the proportion of negative comments has an impact on consumers' willingness to buy. Subsequently, the study also explored whether there were differences in the extent of this effect among different product types. In addition, this study also attempts to verify whether the consumer's personal trust tendency has a moderating effect on the relationship between the proportion of negative comments and the perception of credibility. This paper simulates the consumption environment and collects data by issuing electronic experimental questionnaire in the network channel. In order to prevent the mutual interference between different data, this study has carried out three experiments successively, through the control of the experimental variables. Enough experimental data were collected by manipulation and measurement. Through the analysis of the experimental data, this study verifies the negative effect of negative online comment ratio on consumers' willingness to buy, and also verifies the existence of partial intermediary effect of credibility perception as an intermediary variable. This study also verifies the role of product type in regulating the impact of negative comment proportion on credibility perception: when the product type is searchable, the negative online comment ratio has more significant effect on consumer credibility perception; When the type of product is experiential, the effect is much smaller. In addition, this study found that the trust tendency of consumers has no significant effect on the relationship between negative comment proportion and credibility perception. Finally, this paper discusses the impact and practical significance of these findings on online reviews and consumer purchase intentions.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;F274

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