基于TAM的在线评论对消费者购买意愿影响研究
发布时间：2018-12-07 17:17
【摘要】：在电子商务大放异彩的新时代背景之下,传统电商、跨境电商、社区电商平台、酒店旅游类电商等先后被消费者熟知,虽然这些电子商务平台形式和产品侧重可能不同,但无论是老牌电商还是新型浪潮,在线评论都是电商管理者极其注重的内容。在线评论作为口碑的表现形式之一,在消费者购买中扮演着极其重要的角色,尤其是在信息不对称的情况下,其他购买者的经验信息对潜在的购买者来说至关重要。本研究以在线评论为研究内容,重点研究在线评论对消费者的购买意向的影响。本文在已有研究的基础之上进行梳理分析,基于技术接受模型,构建了以消费态度为中介变量,感知有用性、感知易用性为调节变量的在线评论对消费者购买意愿影响的理论模型。在模型的基础上,本文进一步检验了消费态度对在线评论与购买意愿的中介效应,以及感知有用性和感知易用性对在线评论与消费态度的调节效应。本文通过实证分析,以有网购经验的消费者为研究对象,采用问卷调查的方法收集数据。基于不同年龄、不同职业和不同购物习惯的样本数据对研究假设进行分析,通过对消费者的调研,对样本数据进行处理,在满足量表信度与效度的基础上,采用相关分析、多元回归和Bootstrap方法对研究假设进行检验。实证研究结果表明:在线评论质量和在线评论数量显著正向影响消费者的购买意愿;消费态度在在线评论质量和在线评论数量与购买意愿的关系中具有部分中介作用;感知有用性与感知易用性正向调节了在线评论与消费态度的关系,进而调节在线评论通过消费态度对购买意愿的影响作用过程。所以感知有用性与感知易用性在在线评论中也至关重要。研究结果对电子商务企业有一定的指导意义,可以帮助商家理解在线评论的引导作用,通过对在线评论的质量加以管理,结合自身特点,可以研究出有关在线评论的质量测评检测与分类系统。企业应重视在线评论功能,更高质量更全面的积极性在线评论可以正向影响消费者的消费态度,所以企业应采取鼓励态度,可以通过适当的激励措施鼓励消费者撰写积极评论,从而更好的宣传自身产品。同时,商家应该保持敏感与警惕,建立补救措施的应变方案,方便及时应对网络市场上存在的虚假信息、恶意负面评论,避免潜在消费者的流失。企业对于在线评论系统应及时更新最新消息,从而更及时的发现问题,提高企业的竞争力。
[Abstract]:In the new era of e-commerce, traditional e-commerce, cross-border e-commerce, community e-commerce platforms and hotel tourism e-commerce platforms have been known to consumers successively, although the forms and products of these e-commerce platforms may be different. But whether old-name ecommerce or a new wave, online reviews are ecommerce managers are extremely focused on the content. As one of the expressions of word-of-mouth, online reviews play an extremely important role in consumer purchasing, especially in the case of asymmetric information, the empirical information of other buyers is very important to potential buyers. This study focuses on the effect of online reviews on consumers' purchase intention. In this paper, based on the existing research, based on the technology acceptance model, we construct the consumption attitude as an intermediary variable to perceive usefulness. Perceived ease of use is the theoretical model of the effect of online reviews on consumers' willingness to buy. On the basis of the model, this paper further examines the intermediary effect of consumer attitude on online review and purchase intention, as well as the adjustment effect of perceived usefulness and perceived usability on online review and consumption attitude. Through empirical analysis, this paper takes consumers with experience in online shopping as research objects and collects data by questionnaire. Based on the sample data of different ages, occupations and shopping habits, the research hypotheses are analyzed. Through the investigation of consumers, the sample data are processed, and based on the reliability and validity of the scale, the correlation analysis is adopted. Multivariate regression and Bootstrap method were used to test the hypothesis. The empirical results show that: the quality of online reviews and the quantity of online reviews have a significant positive impact on consumers' willingness to buy, and consumer attitudes play a part intermediary role in the relationship between the quality of online reviews and the quantity of online comments and the willingness to buy. Perceived usefulness and perceived usability positively regulate the relationship between online reviews and consumer attitudes, and then regulate the process of online reviews' influence on purchasing intentions through consumer attitudes. So perceived usefulness and perceived usability are also important in online reviews. The research results have certain guiding significance for e-commerce enterprises, can help businesses understand the guiding role of online reviews, through the quality of online reviews to be managed, combined with their own characteristics, The quality evaluation and classification system of online reviews can be developed. Enterprises should pay more attention to the online comment function, and higher quality and more comprehensive enthusiasm online comment can positively affect consumer's consumption attitude, so enterprises should adopt encouraging attitude and encourage consumers to write positive comments through appropriate incentives. In order to better promote their own products. At the same time, merchants should be sensitive and vigilant, establish contingency plans for remedial measures, facilitate timely response to false information, malicious negative comments, and avoid the loss of potential consumers. The enterprise should update the latest news timely for the online comment system, so as to find the problems more timely and improve the competitiveness of the enterprise.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55
[Abstract]:In the new era of e-commerce, traditional e-commerce, cross-border e-commerce, community e-commerce platforms and hotel tourism e-commerce platforms have been known to consumers successively, although the forms and products of these e-commerce platforms may be different. But whether old-name ecommerce or a new wave, online reviews are ecommerce managers are extremely focused on the content. As one of the expressions of word-of-mouth, online reviews play an extremely important role in consumer purchasing, especially in the case of asymmetric information, the empirical information of other buyers is very important to potential buyers. This study focuses on the effect of online reviews on consumers' purchase intention. In this paper, based on the existing research, based on the technology acceptance model, we construct the consumption attitude as an intermediary variable to perceive usefulness. Perceived ease of use is the theoretical model of the effect of online reviews on consumers' willingness to buy. On the basis of the model, this paper further examines the intermediary effect of consumer attitude on online review and purchase intention, as well as the adjustment effect of perceived usefulness and perceived usability on online review and consumption attitude. Through empirical analysis, this paper takes consumers with experience in online shopping as research objects and collects data by questionnaire. Based on the sample data of different ages, occupations and shopping habits, the research hypotheses are analyzed. Through the investigation of consumers, the sample data are processed, and based on the reliability and validity of the scale, the correlation analysis is adopted. Multivariate regression and Bootstrap method were used to test the hypothesis. The empirical results show that: the quality of online reviews and the quantity of online reviews have a significant positive impact on consumers' willingness to buy, and consumer attitudes play a part intermediary role in the relationship between the quality of online reviews and the quantity of online comments and the willingness to buy. Perceived usefulness and perceived usability positively regulate the relationship between online reviews and consumer attitudes, and then regulate the process of online reviews' influence on purchasing intentions through consumer attitudes. So perceived usefulness and perceived usability are also important in online reviews. The research results have certain guiding significance for e-commerce enterprises, can help businesses understand the guiding role of online reviews, through the quality of online reviews to be managed, combined with their own characteristics, The quality evaluation and classification system of online reviews can be developed. Enterprises should pay more attention to the online comment function, and higher quality and more comprehensive enthusiasm online comment can positively affect consumer's consumption attitude, so enterprises should adopt encouraging attitude and encourage consumers to write positive comments through appropriate incentives. In order to better promote their own products. At the same time, merchants should be sensitive and vigilant, establish contingency plans for remedial measures, facilitate timely response to false information, malicious negative comments, and avoid the loss of potential consumers. The enterprise should update the latest news timely for the online comment system, so as to find the problems more timely and improve the competitiveness of the enterprise.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55
【参考文献】
相关期刊论文 前10条
1 郭向东;王怀军;;在线环境下满立减的价格折扣框架效应研究[J];商业经济研究;2016年10期
2 杜学美;丁t熸，
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