【作者】 陈杰；

【导师】 陈超；

【作者基本信息】 南京农业大学 ， 企业管理， 2020， 硕士

【摘要】 近年来,在“互联网+”发展模式的带动下,电子商务平台持续繁荣,网络购物凭借其独特的优势,受到社会大众的青睐。但网络购物受到其虚拟性这一本质特征的影响,商家和消费者之间的信息不对称性成为了制约消费者选择网络购物模式的重要因素,于是网络口碑应运而生。在线评论作为网络口碑的一种重要形式,为潜在消费者提供了实际消费者对产品或服务的质量发表的观点,对潜在消费者消费行为有着十分重要的影响。但随着网络购物环境的多样化、开放化发展,传统的在线评论也逐渐暴露了其弊端,电商平台推出的追加评论的功能成为了解决其弊端的重要方式。目前关于追加评论对消费者行为的研究还处于起步阶段,尤其是对初次评论与追加评论情感倾向发生矛盾情况的研究还不完善,本研究正是基于这一角度,对追加评论矛盾性进行合理分类,探讨了其对消费者购买行为的差异化影响。本研究将重点放在了分类后的追加评论矛盾性上,研究了初次评论与追加评论情感倾向的不同组合(“初正追正”型评论与“初正追负”型评论、“初负追负”型评论与“追负追正”型评论)之间对消费者购买行为的差异化影响,并对感知有用性的中介效应和产品搜索性的调节效应进行了探究。本文首先对现有关于在线评论的研究成果进行归纳总结,还结合了理性行为理论、计划行为理论、信息采纳模型、精细加工可能性模型和归因理论等国内外较为成熟的理论,构建了追加评论矛盾性、感知有用性、产品搜索性和消费者购买行为之间的理论模型和合理假说,即在产品搜索性(高搜索性和低搜索性)的调节作用下,追加评论矛盾性通过对消费者感知有用性的影响进而影响消费者购买行为的模型。本研究的数据来源于对320名在校大学生的情景实验,后通过SPSS、SAS等数据处理软件对所获得的数据进行了分析。数据分析结果验证了上述模型的正确性:证明了“初正追负”型评论比“初正追正”型评论对消费者购买行为的影响更显著,“初负追负”型评论比“初负追正”型评论对消费者购买行为的影响更显著;证明了追加评论矛盾性是通过影响消费者感知有用性进而影响消费者购买行为的,即感知有用性在追加评论矛盾性对消费者购买行为的影响过程中起中介作用;证明了对于低搜索性产品,“初正追负”型评论比“初正追正”型评论,“初负追负”型评论比“初负追正”型评论,对消费者购买行为的影响更显著,对于高搜索性产品,结果恰好相反。本研究从理论上拓宽了在线评论研究领域的范畴,将重点从追加评论与初次评论的对比研究,发展到了对追加评论本身的分类研究,当然本研究只是相关研究的起步阶段,希望能够引起学者们对追加评论矛盾性的重视,推动在线评论及消费者行为相关领域研究的进一步发展。在实践上,本文的研究为电子商务平台及商家提供了一些参考,希望能够使电子商务平台对追加评论及整个在线评论机制更加重视,并继续完善相关功能,同时服务于商家和消费者,创造一个良好的电商环境;电商平台的商家也可以根据研究结论,充分依靠在线评论的多种形式和内容,从产品或服务质量本身出发,制定科学有效的营销策略,创造更多收益。更多还原

【Abstract】 In recent years,driven by the "Internet+" development model,e-commerce platforms have continued to prosper,and online shopping has been favored by the public due to its unique advantages.However,online shopping is affected by its essential characteristics of virtuality.The information asymmetry between merchants and consumers has become an important factor restricting consumers’ choice of online shopping mode.Therefore,online word of mouth came into being.Online reviews,as an important form of online word of mouth,provide potential consumers with the opinions of actual consumers on the quality of products or services,and have a very important impact on potential consumers ’consumption behavior.However,with the diversification and open development of the online shopping environment,the traditional online reviews have gradually exposed their disadvantages.The function of additional comments introduced by the e-commerce platform has become an important way to solve their disadvantages.At present,the research on consumer behavior of supplementary reviews is still in its infancy,especially the research on the contradiction between the initial review and the emotional tendency of supplementary reviews is not complete.This research is based on this perspective,and it is reasonable to make the contradiction of additional reviews The classification explores its differential impact on consumer purchasing behavior.This study focuses on the contradiction of additional comments after classification,and studies the different combinations of emotional tendencies of initial and additional comments("first positive follow-up" type reviews and "first positive follow-up" type reviews,"first negative Differentiating impacts of "chasing negative" and "chasing negative" reviews on consumer purchasing behavior,and explored the mediating effect of perceived usefulness and the regulatory effect of product searchability.This article first summarizes the existing research results on online reviews,and combines domestic and foreign more mature theories such as rational behavior theory,planned behavior theory,information adoption model,fine processing possibility model,and attribution theory,and constructs additional The theoretical model and reasonable hypothesis between review contradiction,perceived usefulness,product searchability,and consumer buying behavior,that is,under the moderating effect of product searchability(high searchability and low searchability),additional review contradiction is passed on Models that influence the perceived usefulness of consumers,which in turn influences consumer purchasing behavior.The data in this study were derived from a scenario experiment of 320 college students.The data obtained were analyzed by data processing software such as SPSS and SAS.The data analysis results verify the correctness of the above model:it proves that the "first positive chase" comment has a more significant impact on consumer purchasing behavior than the "first positive chase" comment,and the"initial negative chase" comment has a greater impact than" "Negative and positive"comments have a more significant impact on consumer purchasing behavior;it proves that the contradictory nature of additional reviews affects consumers’ purchase behavior by affecting the perceived usefulness of consumers,that is,the perceived usefulness of additional reviews contradictory on consumption Play an intermediary role in the process of the influence of purchasers;it proves that for low-search products,the "first positive chase"comment is more than the "first positive chase" comment,and the "first negative chase"comment is more than the "first negative chase" "Positive" reviews have a more significant impact on consumer buying behavior.For highly searchable products,the result is exactly the opposite.This research has theoretically broadened the scope of the field of online review research,and has shifted the focus from a comparative study of supplementary reviews to initial reviews to a classification study of supplementary reviews themselves.Of course,this research is only the initial stage of related research,hoping to arouse scholars We attach importance to the paradox of additional reviews,and promote the further development of online reviews and related research in consumer behavior.In practice,the research in this article provides some references for e-commerce platforms and merchants,hoping to make the e-commerce platform pay more attention to additional reviews and the entire online review mechanism,and continue to improve related functions,while serving merchants and consumers,creating A good e-commerce environment;merchants on the e-commerce platform can also fully rely on the multiple forms and content of online reviews based on the research conclusions,starting from the product or service quality itself,formulating a scientific and effective marketing strategy to create more revenue.更多还原