本文關(guān)鍵詞： 在線評(píng)論 感知有用性 購買意愿 自我效能　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在互聯(lián)網(wǎng)時(shí)代的背景下,網(wǎng)絡(luò)購物逐漸成為人們購買商品的重要渠道和消費(fèi)方式。網(wǎng)購環(huán)境下,消費(fèi)者無法親身體驗(yàn)和觸摸商品,為了降低網(wǎng)絡(luò)購物的不確定性風(fēng)險(xiǎn),大部分消費(fèi)者選擇查看在線評(píng)論。在線評(píng)論是消費(fèi)者通過在線購物網(wǎng)站購買商品后,在網(wǎng)站上發(fā)表的關(guān)于對(duì)所購買商品或服務(wù)體驗(yàn)的評(píng)價(jià)與反饋。在線評(píng)論克服了商家明顯利己的偏向,正負(fù)評(píng)論同時(shí)存在,更加客觀和真實(shí)。通過對(duì)以往研究的梳理和總結(jié),大量學(xué)者對(duì)在線評(píng)論進(jìn)行了比較系統(tǒng)和全面的研究,也形成了較為成熟的研究成果。已有研究大多對(duì)初始評(píng)論和追加評(píng)論不加以細(xì)分,統(tǒng)稱為在線評(píng)論,也有學(xué)者重點(diǎn)研究追加評(píng)論,但是都忽略了同一評(píng)論者給出的初始評(píng)論和追加評(píng)論會(huì)發(fā)生態(tài)度的變化以及這種變化會(huì)對(duì)消費(fèi)者的感知有用性和購買意愿產(chǎn)生怎樣的影響。因此,本文基于評(píng)論效價(jià),將初始評(píng)論到追加評(píng)論的動(dòng)態(tài)變化分為一致性在線評(píng)論和矛盾性在線評(píng)論,以消費(fèi)者的感知有用性為中介變量,自我效能為調(diào)節(jié)變量,研究?jī)煞N動(dòng)態(tài)變化類型對(duì)消費(fèi)者購買意愿產(chǎn)生的差異。本文以淘寶網(wǎng)上運(yùn)動(dòng)鞋的初始評(píng)論和追加評(píng)論為例,采取實(shí)驗(yàn)研究的方法,通過設(shè)計(jì)四組調(diào)查問卷,利用SPSS21.0軟件對(duì)調(diào)查問卷的數(shù)據(jù)進(jìn)行分析和處理,檢驗(yàn)假設(shè)是否成立。結(jié)果表明,一致性與矛盾性在線評(píng)論相比,矛盾性在線評(píng)論產(chǎn)生的有用性感知更強(qiáng),兩種變化類型的評(píng)論都是通過感知有用性作用于消費(fèi)者的購買意愿。自我效能會(huì)調(diào)節(jié)消費(fèi)者對(duì)在線評(píng)論的有用性感知,自我效能高的消費(fèi)者認(rèn)為矛盾性在線評(píng)論的感知有用性更高,進(jìn)而采納矛盾性在線評(píng)論信息做出購買決策,而自我效能低的消費(fèi)者認(rèn)為一致性在線評(píng)論的感知有用性更高,進(jìn)而采納一致性在線評(píng)論信息做出購買決策。本文以評(píng)論效價(jià)為基礎(chǔ)合理劃分初始評(píng)論到追加評(píng)論的動(dòng)態(tài)變化,更加細(xì)化現(xiàn)有研究,彌補(bǔ)了現(xiàn)有研究的不足。為商家區(qū)別對(duì)待兩種不同變化類型變化的在線評(píng)論以及購物平臺(tái)重視信息的管理實(shí)行精準(zhǔn)營(yíng)銷提供新的視角,同時(shí)鼓勵(lì)消費(fèi)者發(fā)揮評(píng)論者的作用,給出真實(shí)客觀的評(píng)價(jià)信息,提高自身自我效能,提高購買效率,降低購買風(fēng)險(xiǎn)。
[Abstract]:In the background of the Internet era, online shopping has gradually become an important channel and consumption mode for people to buy goods. In the online shopping environment, consumers can not experience and touch the goods. In order to reduce the risk of uncertainty in online shopping, most consumers choose to view online reviews, which are products that consumers buy through online shopping sites. Online reviews overcome the perceived self-interest bias of merchants, and both positive and negative comments exist. Through combing and summarizing the previous research, a large number of scholars have carried out a relatively systematic and comprehensive study on online reviews. Most of the previous studies do not subdivide the initial comments and additional comments, which are called online reviews, and some scholars focus on the additional comments. However, both the initial comment and the additional comment given by the same reviewer will change their attitude and how this change will affect consumers' perceived usefulness and willingness to buy. In this paper, the dynamic changes from initial comment to additional comment are divided into consistent online comment and contradictory online comment, with consumer perceived usefulness as intermediary variable and self-efficacy as adjustment variable. This paper takes the initial comment and supplementary comment of sneakers on Taobao as an example, adopts the method of experimental research and designs four groups of questionnaires. The data of the questionnaire are analyzed and processed by SPSS21.0 software, and the hypothesis is tested. The result shows that the consistency is compared with the contradictory online comment. Contradictory online reviews have a stronger sense of usefulness. Both types of comments affect consumers' willingness to buy through perceived usefulness. Self-efficacy regulates consumers' perception of usefulness for online reviews. Consumers with high self-efficacy thought that the perceived usefulness of contradictory online reviews was higher, and then adopted contradictory online comments information to make purchase decisions. Consumers with low self-efficacy think consistency online reviews are more useful for perception. Then we use the consistent online comment information to make the purchase decision. This paper divides the dynamic change of initial comment to additional comment reasonably based on the value of comment, and further refines the existing research. It provides a new perspective for merchants to treat two different types of changes of online reviews and shopping platform to focus on the management of information to implement precision marketing. At the same time, consumers are encouraged to give full play to the role of reviewers, give real and objective evaluation information, improve their own self-efficacy, improve purchasing efficiency and reduce purchase risk.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F713.55

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本文編號(hào)：1444357