时间距离、社会距离与评论类型对购买决策的影响

发布时间：2018-03-01 18:26

本文关键词： 时间距离社会距离评论类型购买决策　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：在线消费者进行网络购物是一个复杂的过程,购买决策会受许多因素影响,一些研究者探讨了在线消费者购买决策的影响因素。然而,在线消费者浏览电商的产品时,会查看过往消费者的评论信息,从而获得的不同类型的信息感知(抽象或是具体、整体或是局部、概要还是细节),这些信息是否对消费者购买决策存在影响?其次,当购买发生在近期和远期,或者当评论信息来自与自己相似和不相似的他人时影响是否相同?这些因素对在线消费者购买决策的影响,目前理论界研究相对较少,而电子商务的迅速发展需要通过加强心理距离和网络评论对消费者购买决策的影响研究来提供应对办法。依据国内外传统市场研究的结果,当心理距离较远时,消费者倾向使用高解释水平来表征目标对象或事件；当心理距离较近时,消费者倾向使用低解释水平来表征目标对象或事件。本文在以往研究础上,在电子商务环境下,基于解释水平理论和一致性／匹配性理论,来解释在线消费者心理距离和评论类型对网络购买决策产生影响的内部机制,并将网络评论分为表达主观感受和描述客观属性的两种类型,通过两个情景模拟实验,选择不同类别的网络商品,依次探究了时间距离与评论类型,社会距离与评论类型对在线消费者购买决策的影响。通过实验研究发现：(1)当消费者面对远未来的消费,购买决策受表达主观感受的评论影响更显著；当消费者面对近未来的消费,购买决策受描述客观属性的评论的影响更显著。(2)当消费者与评论者社会距离远,消费者购买决策受表达主观感受的评论的影响更显著；而与评论者社会距离近,消费者购买决策受描述客观属性的评论的影响更显著。文章为研究在线消费者决策提供了理论基础,为企业制定在线信息管控机制和网络营销策略提供了方法指导。
[Abstract]:Online shopping is a complex process, and purchasing decisions are influenced by many factors. Some researchers have explored the factors that influence online consumers' purchase decisions. However, when online consumers browse e-commerce products, Will you look at the reviews from past consumers and get different types of information perception (abstract or concrete, whole or partial, summary or detail). Does this information have an impact on the consumer's purchase decisions? Second, are the effects the same when the purchase takes place in the short and long term, or when comments come from others who are similar and dissimilar to themselves? The influence of these factors on online consumers' purchase decision is relatively few in the theoretical circle. The rapid development of electronic commerce needs to provide solutions by strengthening the research of psychological distance and the influence of online reviews on consumers' purchase decision. According to the results of traditional market research at home and abroad, when the psychological distance is relatively long, Consumers tend to use a high level of interpretation to represent the target object or event; when the psychological distance is close, consumers tend to use a low level of interpretation to represent the target object or event. Based on the theory of level of explanation and consistency / matching theory, this paper explains the internal mechanism of the influence of online consumer's psychological distance and comment type on online purchase decision. The network comment is divided into two types: expressing subjective feeling and describing objective attribute. Through two scene simulation experiments, we select different types of online goods, and then explore the time distance and comment type in turn. The influence of social distance and comment type on online consumers' purchase decision. Through the experimental study, we found that: 1) when consumers face the consumption in the far future, the purchase decision is affected more significantly by the comments expressing subjective feelings; When consumers are faced with the consumption in the near future, the purchase decision is influenced more significantly by the comments that describe the objective attribute.) when the consumers and the reviewers are far away from the society, the consumer purchase decisions are affected more significantly by the comments expressing subjective feelings. In close proximity to the commenters, consumer purchase decisions are more significantly affected by comments that describe objective attributes. This paper provides a theoretical basis for the study of online consumer decision-making. It provides method guidance for enterprises to establish online information management and control mechanism and network marketing strategy.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：B848

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