在线评论与消费者购买意向的关系研究

发布时间：2018-06-01 18:05

本文选题：在线评论 + 购买意向　；参考：《江苏科技大学》2014年硕士论文

【摘要】：近年来，随着电子商务的飞速发展，越来越多的消费者热衷于网络购物，网络口碑已成为消费者网购选择时的重要判断依据，而在线评论作为网络口碑的典型代表，正在其中扮演着重要角色。国内外学者围绕在线评论对消费者行为的影响机理展开了大量研究，但考虑到不同人格特质对消费者购买意向的形成具有调节效应，因此有必要对已有模型作进一步探究。本文在总结已有研究成果的基础上，首先验证了信任在评论与消费者购买意向之间存在中介作用；其次将在线评论和信任做了维度划分，并引入一种典型的人格特质变量——调节定向作为调节变量，，进而构建了在线评论与消费者购买意向关系的影响模型，并提出相关理论假设；最后通过问卷调查采集相关数据，进而采用SPSS17.0和AMOS17.0软件对数据进行分析处理，验证相关假设并对初始模型进行修正。通过研究，本文得出了如下结论：（1）评论质量和数量对情感和认知信任有显著的正向影响，评论极性对情感信任有显著的正向影响，情感和认知信任都对购买意向有显著的正向影响；（2）在促进定向的调节作用下，评论质量对情感和认知信任有显著的正向影响，评论极性对情感信任有显著的正向影响；（3）在预防定向的调节作用下，评论质量对情感信任有显著的正向影响，评论数量对情感和认知都有显著的正向影响；而情感和认知信任都对购买意向有显著的正向影响。根据实证研究的结果，本文从评论机制、提升信任、关注个性、整合营销四个方面提出营销策略，对电商企业有效管理在线评论，强化消费者购买意向具有一定的指导意义。
[Abstract]:In recent years, with the rapid development of electronic commerce, more and more consumers are keen on online shopping, online word of mouth has become an important basis for consumers to choose online shopping, and online reviews as a typical representative of online word-of-mouth. Is playing an important role in it. Scholars at home and abroad have carried out a great deal of research on the influence mechanism of online reviews on consumer behavior, but considering that different personality traits have a regulatory effect on the formation of consumers' purchase intention, it is necessary to further explore the existing models. On the basis of summarizing the existing research results, this paper first verifies the intermediary role of trust between comment and consumer purchase intention; secondly, classifies online comment and trust into dimensions. And introduce a typical personality trait variable-regulation orientation as a regulating variable, and then construct the online comment and consumer purchase intention relationship model, and put forward the relevant theoretical assumptions; finally, through questionnaire survey to collect relevant data. Then SPSS17.0 and AMOS17.0 software are used to analyze and process the data, to verify the relevant assumptions and to modify the initial model. Through the study, we draw the following conclusion: (1) the quality and quantity of comments have a significant positive effect on emotion and cognitive trust, and polarity of comment has a significant positive effect on emotional trust. Both emotion and cognitive trust have a significant positive effect on purchase intention. (2) under the regulation of promoting orientation, the quality of comment has a significant positive effect on emotion and cognitive trust. Comment polarity has a significant positive effect on affective trust. (3) under the regulation of preventive orientation, the quality of comment has a significant positive effect on affective trust, and the quantity of comment has a significant positive effect on emotion and cognition. Emotional and cognitive trust have significant positive effects on purchase intention. According to the results of empirical research, this paper puts forward marketing strategies from four aspects of comment mechanism, enhancing trust, paying attention to personality, and integrating marketing, which has certain guiding significance for e-commerce enterprises to effectively manage online reviews and strengthen consumers' purchase intention.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F724.6;F713.55

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