网络书店用户评论对顾客购书态度的影响研究

发布时间：2018-04-24 17:53

本文选题：网络书店用户评论 + 顾客购书态度　；参考：《浙江财经学院》2010年硕士论文

【摘要】： 结合口碑传播理论和精益加工可能性模型,采取实证研究方法,探究网络书店用户评论(包括可靠性、时效性、互动性和参与性四个要素)对顾客购书态度的影响路径、影响大小和相关的中介作用与调节作用。研究工作包括四个方面：(1)引入传播学中的口碑传播理论,探讨网络书店用户评论是否会通过网络口碑传播,对顾客的购书态度产生影响；(2)引入广告学中的精益加工可能性模型,分析用户评论对不同介入程度的顾客购书态度的影响方式的差异；(3)把顾客感知价值作为中介变量,分析其对网络书店用户评论与顾客购书态度关系的中介作用；(4)把顾客介入程度作为调节变量,分析其对网络书店用户评论与顾客购书态度关系的调节作用。研究数据通过直接问卷调查和网络问卷调查两个渠道获取。数据处理主要运用因子分析、相关分析和回归分析的方法,并借鉴了温忠麟等人提出的中介效应检验程序和调节作用分析方法。研究得出三点结论：(1)网络书店用户评论各要素对顾客购书态度有显著的正向影响,但对顾客购书态度的整体解释能力有限；(2)网络书店用户评论的各要素,均通过顾客感知价值的中介作用,对不同介入程度顾客的购书态度产生影响；(3)顾客介入程度对网络书店用户评论的可靠性与顾客购书态度的关系起显著的反向调节作用,对网络书店用户评论的时效性、互动性和参与性与顾客购书态度的关系不存在显著的调节作用。研究结论为网络书店提供了五点管理启示：(1)加强用户评论的可靠性,鼓励顾客提供论据充分的评论；(2)注重用户评论的时效性,按时间顺序排列评论；(3)改善软硬件设施,加强网络书店与顾客之间和网络书店顾客之间的互动与交流；(4)重视顾客感知价值的中介作用,加强对顾客价值感知的正面影响；(5)重视顾客介入程度对用户评论与顾客购书态度关系的调节作用,深入了解顾客介入程度对其购书态度的影响方式。研究工作存在三点不足：(1)对不同网络书店的用户评论与顾客购书态度的关系,缺乏横向对比；(2)问卷设计主要参考国外文献,缺乏对其在中国情境中适用性的分析；(3)抽样方法可能使数据缺乏代表性,样本容量不够充足。
[Abstract]:Combined with word-of-mouth communication theory and Lean processing possibility model, this paper studies the influence of online bookshop user comments (including reliability, timeliness, interactivity and participation) on customer's book-buying attitude. Influence size and related mediating and regulating effects. The research work includes four aspects: (1) introducing the word-of-mouth communication theory in the field of communication, and discussing whether the comments of users in online bookstores will spread through the network word of mouth, which will have an impact on the customers' book-buying attitude. (2) introduce the Lean processing possibility Model in Advertising. This paper analyzes the influence of user comments on the attitude of customers to purchase books with different degrees of intervention. (3) taking customer perceived value as an intermediary variable, This paper analyzes the intermediary function of the relationship between user comment and customer purchase attitude of online bookshop (4) regards the degree of customer intervention as a regulating variable, and analyzes its regulating effect on the relationship between user comment and customer purchase attitude of online bookstore. The research data are obtained through direct questionnaire survey and online questionnaire survey. The methods of factor analysis, correlation analysis and regression analysis are mainly used in data processing, and the methods of mediating effect test and adjusting effect analysis proposed by Wen Zhonglin et al are used for reference. The study draws three conclusions: 1) each element of online bookshop user comment has significant positive influence on customer's book-buying attitude, but the overall interpretation of customer's book-buying attitude is limited. Through the intermediary function of customer perceived value, it has an influence on the customer's purchase attitude of different degree of intervention.) the degree of customer intervention plays a significant role in the reverse regulation of the relationship between the reliability of users' comments and the customer's book-buying attitude in online bookstores. The relationship between the timeliness, interactivity and participation of online bookshop users' comments and the customer's book-buying attitude has no significant moderating effect. The conclusion of the study provides a five-point management revelation for online bookstores: 1) strengthening the reliability of user reviews, encouraging customers to provide well-reasoned reviews and encouraging customers to pay attention to the timeliness of user reviews, and ranking reviews in chronological order to improve software and hardware facilities. To strengthen the interaction and communication between online bookstores and customers and between customers of online bookstores. (4) to attach importance to the intermediary role of customer perceived value. Strengthen the positive impact on customer value perception (5) pay attention to the regulatory effect of customer intervention on the relationship between customer comments and customer book-buying attitude, and deeply understand the influence of customer involvement on their book-buying attitude. There are three deficiencies in the research work: (1) the relationship between user comments and customers' book-buying attitudes in different online bookstores, and the lack of horizontal comparison between the questionnaire design and foreign literature. The lack of an analysis of its applicability in Chinese context may result in a lack of representativeness of data and insufficient sample size.
【学位授予单位】：浙江财经学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G235

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