【作者】 张琪；

【导师】 严奉宪；

【作者基本信息】 华中农业大学 ， 企业管理， 2017， 硕士

【摘要】 在电子商务大放异彩的新时代背景之下,传统电商、跨境电商、社区电商平台、酒店旅游类电商等先后被消费者熟知,虽然这些电子商务平台形式和产品侧重可能不同,但无论是老牌电商还是新型浪潮,在线评论都是电商管理者极其注重的内容。在线评论作为口碑的表现形式之一,在消费者购买中扮演着极其重要的角色,尤其是在信息不对称的情况下,其他购买者的经验信息对潜在的购买者来说至关重要。本研究以在线评论为研究内容,重点研究在线评论对消费者的购买意向的影响。本文在已有研究的基础之上进行梳理分析,基于技术接受模型,构建了以消费态度为中介变量,感知有用性、感知易用性为调节变量的在线评论对消费者购买意愿影响的理论模型。在模型的基础上,本文进一步检验了消费态度对在线评论与购买意愿的中介效应,以及感知有用性和感知易用性对在线评论与消费态度的调节效应。本文通过实证分析,以有网购经验的消费者为研究对象,采用问卷调查的方法收集数据。基于不同年龄、不同职业和不同购物习惯的样本数据对研究假设进行分析,通过对消费者的调研,对样本数据进行处理,在满足量表信度与效度的基础上,采用相关分析、多元回归和Bootstrap方法对研究假设进行检验。实证研究结果表明:在线评论质量和在线评论数量显著正向影响消费者的购买意愿;消费态度在在线评论质量和在线评论数量与购买意愿的关系中具有部分中介作用;感知有用性与感知易用性正向调节了在线评论与消费态度的关系,进而调节在线评论通过消费态度对购买意愿的影响作用过程。所以感知有用性与感知易用性在在线评论中也至关重要。研究结果对电子商务企业有一定的指导意义,可以帮助商家理解在线评论的引导作用,通过对在线评论的质量加以管理,结合自身特点,可以研究出有关在线评论的质量测评检测与分类系统。企业应重视在线评论功能,更高质量更全面的积极性在线评论可以正向影响消费者的消费态度,所以企业应采取鼓励态度,可以通过适当的激励措施鼓励消费者撰写积极评论,从而更好的宣传自身产品。同时,商家应该保持敏感与警惕,建立补救措施的应变方案,方便及时应对网络市场上存在的虚假信息、恶意负面评论,避免潜在消费者的流失。企业对于在线评论系统应及时更新最新消息,从而更及时的发现问题,提高企业的竞争力。更多还原

【Abstract】 In the wonder time of e-commerce,the traditional electricity providers,cross-border electricity providers,community electricity suppliers,hotel tourism suppliers have been known to consumers one by one,although these e-commerce providers may focus different platforms and products.Whether it is a veteran electric supplier or a new wave,as one of the forms of reputation,online reviews plays an extremely important role in the consumer purchasing behavior.In the information asymmetry situation,the experience of other buyers is critical to the potential buyers.This study takes online reviews as the researching content,focusing on the impact of the characteristics on consumer purchasing intention.Based on the research of the previous scholars and technology acceptance model,this paper constructs the TAM model in perceived usefulness,perceived ease of use as a moderating variable,consumer attitudes as intermediary variables,the theoretical model of online reviews purchase intention for consumers.This study further examines the mediating effects of consumer attitudes to online reviews and purchase intention and the moderating effects of perceived usefulness and perceived ease of use for online reviews and consumer attitudes.By adding the attitudinal variables into the TAM,the paper constructs a theoretical model of the influence of online reviews of consumer purchasing intention.The empirical analysis is used as the research method and questionnaire survey was used to collect data.Study on the different consumer groups,age,occupation and shopping habits for the research hypothesis.Through the investigation of consumers,processing the sample data,this study uses the correlation analysis,multiple regression and Bootstrap method to examine the research hypothesis.The empirical results show: The number of online reviews and the quality of online reviews has a significant positive impact on consumer purchasing intention;Consumer attitudes partially mediated the relationship between quantity and quality of online reviews and purchase intention;Perceived usefulness and perceived ease of use regulate the relationship between online reviews and consumer attitudes,and then adjust the process of online reviews influencing on purchase intention by consumer attitudes.Perceived usefulness and perceived ease of use are also critical to online reviews.The research results have guiding significance to the guided role of e-commerce enterprises,which can help businesses to understand the guiding effect of online reviews.Managed by the quality of online reviews,with its own characteristics,businesses can research on quality evaluation and invalid screening system,to be managed in line comments.Through incentives to encourage consumers to write reviews,so as to better promote their products.The enterprise should pay attention to the online review module,for the positive online comments,adopt the attitude of encouragement,the higher quality and more comprehensive online comments can positively affect the consumer attitude.In view of the importance of the enterprise to realize the online comments,there may be a variety of rebates and other incentives to encourage consumers to write more lengthy,positive online reviews.At the same time,there are some false information on the Internet market,deliberately writing negative comments,may bring some losses to the enterprise,the loss of potential consumers.Businesses should remain sensitive and alert and establish contingency plans for remedial measures.Enterprises should update the latest news on the online review system,so as to find problems more promptly and improve the competitiveness of enterprises.更多还原