网购追加评论对大学生购买意愿的影响

发布时间：2018-04-29 06:35

本文选题：评论方向 + 追加一致性水平　；参考：《鲁东大学》2017年硕士论文

【摘要】：如今电子商务给人们带来了生活的便利,人们可以通过网络购买到自己需要的产品。与此同时,网络环境中消费者购物决策的影响因素也受到越来越多研究者的关注。消费者在浏览产品页面、做出消费决策的过程中,常常会关注和参照其他消费者对该产品的评论。中国互联网信息中心(CNNIC)在2015年中国网络购物市场研究的报告中指出,在影响消费者网络购物决策的因素中,网络评论起到了非常重要的作用。网络评论是消费者在购买产品之前判断网络产品质量和商家服务的主要信息来源。通过上传自己的网络评论,消费者可以表达对购买产品的满意度和提出自己的建议,这使得网络评论在消费者与商家之间架起了一条沟通的桥梁,同时也为其他消费者提供了一条了解产品实际信息的渠道。目前网络评论的影响已经得到了各领域的广泛的研究,通过对以往文献的整理发现,各类研究更多的是关注产品的初始评论。但是在网络购物中追加评论作为一个新的评价形式对消费者的购买行为也可能会产生很大的影响。追加评论的内容一般是消费者对相关产品和服务体验后感受,对产品有更全面和更可靠的认识,所以对于潜在的消费者来说,追加评论中关于产品和服务的相关信息更加的真实可靠,可以说追加评论的可信度应该是要高于初始评论的可信度。由于目前对网络购物中追加评论的研究还是不充分,所以本文在整理相关文献的文献之后,认为研究网络购物中追加评论对大学生购物意愿的影响是很有必要的,同时也将信任这一变量引入到追加评论的研究之中。本研究将292名在校大学生作为实验的对象,设计了两个实验验证研究假设,模拟真实的网络购物页面进行实验,让被试通过网页的链接进行问卷的填写。运用方差分析、回归分析对研究结果进行整理和分析。得到了如下结论:(1)在网络中购买搜索型产品和体验型产品时,无论初始评论方向是正向的还是负向的,大学生的购买意愿都会因为正向的追加评论而增强,因为负向的追加评论而降低。(2)在网上购买搜索型产品时,评论方向有调节效应,信任起到了中介变量的作用,也就是说评论方向的调节效应是以信任这一中介变量实现的,检验结果验证了有中介的调节模型。但是在购买体验型产品时,评论方向的调节效应不通过信任这一中介变量实现,有中介的调节模型不存在。
[Abstract]:Nowadays, e-commerce brings people the convenience of life. People can buy the products they need through the network. At the same time, more and more researchers pay attention to the influencing factors of consumer shopping decision in the network environment. Consumers often pay attention to and refer to other consumers' comments on the product during the process of browsing the product page and making consumer decisions. In a 2015 report on China's online shopping market, China Internet Information Center (CNNIC) pointed out that online reviews play a very important role in influencing consumers' online shopping decisions. Internet review is the main information source for consumers to judge the quality of network products and business services before purchasing products. By uploading their own online reviews, consumers can express their satisfaction with the purchase of products and put forward their own suggestions, which makes online reviews a bridge between consumers and businesses. At the same time, it also provides a channel for other consumers to understand the actual product information. At present, the influence of online reviews has been widely studied in various fields. Through the review of the previous literature, it is found that all kinds of research focus more on the initial reviews of products. However, as a new form of evaluation in online shopping, it may also have a great impact on consumers' purchasing behavior. The content of the additional comments is generally a consumer's experience of the related products and services, and a more comprehensive and reliable understanding of the products, so for potential consumers, The information about the product and service in the append comment is more truthful and reliable. It can be said that the credibility of the append comment should be higher than that of the initial comment. Because the research of append comment in online shopping is not enough at present, this paper, after sorting out the relevant literature, thinks that it is necessary to study the influence of append comment in online shopping on college students' shopping intention. At the same time, trust variable is introduced into the research of append comment. In this study 292 college students were chosen as the subjects of the experiment and two experiments were designed to verify the hypothesis of the research and simulate the real online shopping page to fill out the questionnaire through the link of the web page. Analysis of variance, regression analysis of the results of the study collated and analyzed. The following conclusion is drawn: 1) when purchasing search products and experiential products on the Internet, whether the initial comment direction is positive or negative, college students' willingness to purchase will be enhanced by positive additional comments. When purchasing search-oriented products on the Internet, the direction of comment has a moderating effect, and trust acts as an intermediary variable, that is to say, the adjustment effect of the direction of comment is realized by the intermediary variable of trust. The test results verify the regulatory model with mediations. However, when buying experiential products, the adjustment effect of comment direction is not realized by trust as an intermediary variable, and there is no adjustment model with intermediary.
【学位授予单位】：鲁东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B844.2

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