本文關(guān)鍵詞：在線消費(fèi)平臺(tái)評(píng)價(jià)對(duì)消費(fèi)者購(gòu)買行為影響的研究　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：新常態(tài)下的經(jīng)濟(jì)發(fā)展,消費(fèi)方式和觀念不斷轉(zhuǎn)變,人們往往愿意花費(fèi)更多的錢,去享受購(gòu)物的過程或體驗(yàn)一種服務(wù)。這種以網(wǎng)絡(luò)為手段而實(shí)現(xiàn)需求的滿足過程,已成為大眾消費(fèi)的新時(shí)尚。而隨著網(wǎng)絡(luò)消費(fèi)的發(fā)展,消費(fèi)者適應(yīng)并樂于通過在線方式進(jìn)行交易,各商家為擴(kuò)大自身的營(yíng)銷推廣活動(dòng)通過在線消費(fèi)平臺(tái)相繼建立了評(píng)價(jià)系統(tǒng)。消費(fèi)評(píng)價(jià)系統(tǒng)的建立不僅為已完成消費(fèi)的人群搭建抒發(fā)用后感受的平臺(tái),更成為潛在消費(fèi)人群獲知信息的重要渠道。后者在購(gòu)買行為發(fā)生前,仔細(xì)查看前者的在線評(píng)價(jià),獲得更多有價(jià)值的信息,繼而確定之后的購(gòu)買行為。本文以消費(fèi)心理學(xué)、社會(huì)心理學(xué)和消費(fèi)者行為學(xué)有關(guān)理論為基礎(chǔ),編制一份調(diào)查問卷,以在線評(píng)論為自變量,消費(fèi)者購(gòu)買行為為因變量,使用SPSS15.0和LISERL8.3統(tǒng)計(jì)軟件,對(duì)自變量進(jìn)行描述性、信度、效度的分析,探求在線消費(fèi)平臺(tái)評(píng)價(jià)對(duì)消費(fèi)者購(gòu)買行為產(chǎn)生的影響。同時(shí),本文加入商家面對(duì)在線消費(fèi)評(píng)價(jià)的表現(xiàn)研究,期望對(duì)實(shí)證數(shù)據(jù)的處理和分析找出在線消費(fèi)平臺(tái)的評(píng)價(jià)與商家對(duì)在線評(píng)論的反饋,消費(fèi)者購(gòu)買行為之間的關(guān)系。本文研究結(jié)果如下:(1)用實(shí)證數(shù)據(jù)驗(yàn)證了在線評(píng)論的四個(gè)維度,即在線評(píng)論的質(zhì)量、評(píng)論者的資信度、在線評(píng)論的時(shí)效性、在線評(píng)論的數(shù)量對(duì)消費(fèi)者購(gòu)買行為產(chǎn)生正相關(guān)的影響。(2)實(shí)證數(shù)據(jù)同時(shí)揭示了評(píng)論的長(zhǎng)度、評(píng)論的平和度及評(píng)論者特征等因素同樣對(duì)消費(fèi)者購(gòu)買行為產(chǎn)生一定的影響。(3)側(cè)面驗(yàn)證了商家面對(duì)消費(fèi)者評(píng)論時(shí)做出的積極反應(yīng)對(duì)消費(fèi)者購(gòu)買行為產(chǎn)生較大的影響,為商家在線消費(fèi)平臺(tái)的評(píng)價(jià)機(jī)制提供有價(jià)值的改進(jìn)依據(jù)。商家應(yīng)針對(duì)消費(fèi)者的在線購(gòu)買行為特征加大研究力度,加強(qiáng)與消費(fèi)者的在線互動(dòng),鼓勵(lì)消費(fèi)者發(fā)表評(píng)論;關(guān)注金牌評(píng)論者的營(yíng)銷價(jià)值,激發(fā)潛在消費(fèi)群體的信任心理;挖掘和整合有用的在線評(píng)論信息,從而改進(jìn)產(chǎn)品、完善服務(wù)。
[Abstract]:Under the new normal economic development, the consumption pattern and the concept change unceasingly, people are often willing to spend more money, to enjoy the shopping process or to experience a kind of service. It has become a new fashion of mass consumption. With the development of online consumption, consumers adapt and are happy to trade online. In order to expand their own marketing and promotion activities through the online consumption platform has established an evaluation system. The establishment of the consumption evaluation system not only for the completed consumption of people to build a platform to express their feelings after the use. It has become an important channel for potential consumers to get information. The latter, before purchasing behavior, carefully check the online evaluation of the former and obtain more valuable information. Based on the theories of consumer psychology, social psychology and consumer behavior, this paper compiled a questionnaire with online comments as independent variables. Consumer purchase behavior as dependent variables, using SPSS15.0 and LISERL8.3 statistical software, to describe the independent variables, reliability, validity analysis. This paper explores the impact of online consumption platform evaluation on consumer purchasing behavior. At the same time, this paper adds the performance of online consumption evaluation to merchants. It is expected that the empirical data processing and analysis will find out the evaluation of online consumption platform and the feedback of merchants on online reviews. This paper uses empirical data to verify the four dimensions of online reviews, that is, the quality of online reviews, the credibility of reviewers, and the timeliness of online reviews. The number of online reviews has a positive impact on consumer buying behavior.) empirical data also reveal the length of comments. Factors such as the peace of the comment and the characteristics of the reviewer also have a certain impact on the consumer's purchase behavior. It verifies that the positive reaction made by the merchant in the face of consumer comment has a great impact on the consumer's purchase behavior. To provide a valuable basis for the evaluation mechanism of online consumption platform. Merchants should focus on the characteristics of consumers' online purchase behavior and strengthen the online interaction with consumers. Encourage consumers to comment; Pay attention to the marketing value of the gold-medal commentator, stimulate the trust psychology of the potential consumer group; Mining and integrating useful online reviews to improve products and services.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 彭莉;;基于網(wǎng)絡(luò)個(gè)人消費(fèi)者購(gòu)買行為的網(wǎng)絡(luò)營(yíng)銷策略[J];中國(guó)市場(chǎng);2016年50期

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本文編號(hào)：1382074