本文選題：在線(xiàn)評(píng)論 + 消費(fèi)者��； 參考：《武漢工程大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的普及,網(wǎng)絡(luò)購(gòu)物因?yàn)閾碛蟹奖�、快捷、�?jīng)營(yíng)成本低、庫(kù)存壓力小等優(yōu)勢(shì),伴隨著技術(shù)、制度等的完善,網(wǎng)購(gòu)已經(jīng)逐漸成為一種新型的、重要的購(gòu)物形式。而淘寶網(wǎng)的發(fā)展速度更是極快,歷年淘寶都以絕對(duì)領(lǐng)先優(yōu)勢(shì)占據(jù)網(wǎng)絡(luò)購(gòu)物市場(chǎng),而每年全國(guó)都掀起雙十一購(gòu)物熱潮,一年浪潮比一年高,雙十一被稱(chēng)為全民的狂歡日。在虛擬購(gòu)物市場(chǎng),不同于傳統(tǒng)購(gòu)物模式,信息存在不對(duì)稱(chēng)性,很可能造成“檸檬市場(chǎng)效應(yīng)”,而愈來(lái)愈多消費(fèi)者在購(gòu)物前通常會(huì)搜尋其他消費(fèi)者的評(píng)論,以此來(lái)降低購(gòu)物風(fēng)險(xiǎn),在線(xiàn)評(píng)論己經(jīng)成為消費(fèi)者主要的信息源,它擔(dān)當(dāng)了重要的溝通載體角色�？梢�(jiàn),對(duì)哪些因素會(huì)影響消費(fèi)者接受淘寶的在線(xiàn)評(píng)論進(jìn)行研究,為維持網(wǎng)絡(luò)購(gòu)物的可持續(xù)發(fā)展,對(duì)消費(fèi)者和網(wǎng)店商家提出有利建議有一定的必要性�；诨舴蛱m德(Hovland)說(shuō)服模型,構(gòu)建本文5個(gè)指標(biāo)維度:以涉入度為出發(fā)點(diǎn)分析消費(fèi)者特征;評(píng)論的數(shù)量、評(píng)論的內(nèi)容質(zhì)量?jī)蓚�(gè)指標(biāo)分析在線(xiàn)評(píng)論文本特征;以評(píng)論者資信度為立腳點(diǎn),分析傳播者特征;考慮網(wǎng)購(gòu)消費(fèi)特征,將價(jià)格折扣添加為影響因素。采用小規(guī)模訪(fǎng)談、發(fā)放問(wèn)卷調(diào)研等方法,共獲387份有效樣本數(shù)據(jù),利用SPSSl7.0對(duì)樣本數(shù)據(jù)進(jìn)行實(shí)證分析,驗(yàn)證以上各個(gè)因素對(duì)消費(fèi)者接受淘寶網(wǎng)的在線(xiàn)評(píng)論是否有影響,又是如何影響的。研究發(fā)現(xiàn),當(dāng)消費(fèi)者處于高涉入度情況下,其接受在線(xiàn)評(píng)論的可能性比處于低涉入度情況下接受的可能性更大;評(píng)論數(shù)量與消費(fèi)者接受在線(xiàn)評(píng)論的可能性存在正相關(guān)性,即數(shù)量越多,消費(fèi)者接受的可能性越大;評(píng)論內(nèi)容的質(zhì)量與消費(fèi)者接受在線(xiàn)評(píng)論的可能性存在正相關(guān)性,即質(zhì)量越高,消費(fèi)者接受的可能性越大;價(jià)格折扣與消費(fèi)者接受在線(xiàn)評(píng)論可能性存在正相關(guān)性,即折扣越大,消費(fèi)者接受的可能性越大。根據(jù)研究結(jié)果,本文希望幫助商家更清晰了解消費(fèi)者的心理,以在線(xiàn)評(píng)論狀態(tài),初步推斷后期銷(xiāo)量情況,及時(shí)且有效地采取相應(yīng)的戰(zhàn)略手段;同時(shí)希望消費(fèi)者通過(guò)理論實(shí)證,深入了解我方和他方的心理和行為,做為商品評(píng)論者,消費(fèi)者可以由己及人,換位思考,為其他潛在買(mǎi)者提供更加有效和易接受的參考意見(jiàn)。
[Abstract]:With the popularity of the Internet, online shopping has become a new and important shopping form because it has the advantages of convenience, fast, low operating cost, low inventory pressure and so on. With the improvement of technology and system, online shopping has gradually become a new and important form of shopping. Taobao's development speed is even faster, Taobao has occupied the online shopping market with absolute leading over the years, and every year there is a shopping boom in the country, the tide is higher than each year, double Eleven is called the carnival day of the whole people. In the virtual shopping market, different from the traditional shopping mode, there is asymmetry in information, which may lead to "lemon market effect". More and more consumers usually search for comments from other consumers before shopping to reduce the risk of shopping. Online reviews have become a major source of information for consumers and play an important role in communication. It can be seen that what factors will affect consumers to accept Taobao online reviews, in order to maintain the sustainable development of online shopping, it is necessary for consumers and online merchants to put forward beneficial suggestions. Based on Hovland's persuasion model, this paper constructs five index dimensions: analyzing consumer characteristics based on involvement degree, analyzing online comment text features by two indicators: quantity of comments, content quality of comments, and content quality of comments. Based on the commenters' confidence, the author analyzes the characteristics of the communicators, and adds the price discount as the influencing factor, considering the consumption characteristics of online shopping. Using small-scale interviews, questionnaire survey and other methods, a total of 387 valid sample data were obtained, and the sample data were empirically analyzed using SPSSl7.0 to verify whether the above factors had an impact on consumers' acceptance of Taobao online reviews. And how it affects. The study found that consumers are more likely to accept online comments when they are in a high degree of involvement than those with a low level of involvement, and that the number of reviews is positively correlated with the likelihood of consumers accepting online comments. That is, the more quantity, the greater the possibility of consumer acceptance, and the positive correlation exists between the quality of comment content and the possibility of consumers accepting online comment, that is, the higher the quality, the greater the possibility of consumer acceptance. There is a positive correlation between price discounts and the likelihood that consumers will accept online reviews, that is, the greater the discount, the more likely consumers are to accept it. According to the results of the study, this paper hopes to help merchants to understand consumers' psychology more clearly, to preliminarily extrapolate the sales situation in the later period, and to adopt corresponding strategic measures in time and effectively; meanwhile, it is hoped that consumers will adopt theoretical and empirical evidence. Learn more about our psychology and behavior. As commodity reviewers, consumers can think more effectively and easily for other potential buyers.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6;F713.55

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