【摘要】：顧客在線評(píng)論為其他潛在消費(fèi)者的購買決策提供了一個(gè)便利的信息來源,越來越多的學(xué)者開始研究在線評(píng)論是如何影響消費(fèi)者購買決策的。本論文結(jié)合了負(fù)面在線評(píng)論比例、產(chǎn)品類型、對(duì)負(fù)面評(píng)論的感知可信度等概念,基于消費(fèi)者決策理論、歸因理論、前景理論等理論,利用中介作用來解釋負(fù)面評(píng)論比例是如何對(duì)消費(fèi)者購買意愿產(chǎn)生影響的。隨后,本研究還探討了不同的產(chǎn)品類型下這種影響的程度是否存在差異。另外,本研究還嘗試驗(yàn)證消費(fèi)者個(gè)人的信任傾向是否會(huì)對(duì)負(fù)面評(píng)論比例與可信度感知的關(guān)系產(chǎn)生調(diào)節(jié)作用。本文通過在網(wǎng)絡(luò)渠道發(fā)布電子實(shí)驗(yàn)問卷的方式來模擬消費(fèi)環(huán)境并收集數(shù)據(jù),為了防止不同數(shù)據(jù)之間的相互干擾,本研究先后進(jìn)行了三次實(shí)驗(yàn),通過對(duì)實(shí)驗(yàn)變量的控制、操縱和測(cè)量,收集到了足夠的實(shí)驗(yàn)數(shù)據(jù)。通過對(duì)實(shí)驗(yàn)數(shù)據(jù)的分析,本研究驗(yàn)證了負(fù)面在線評(píng)論比例對(duì)消費(fèi)者購買意愿的負(fù)向影響,同時(shí)也驗(yàn)證了可信度感知作為中介變量的部分中介效應(yīng)的存在。本研究還驗(yàn)證了產(chǎn)品類型在負(fù)面評(píng)論比例對(duì)可信度感知的影響中的調(diào)節(jié)作用：當(dāng)產(chǎn)品的類型為搜索型時(shí),負(fù)面在線評(píng)論比例對(duì)于消費(fèi)者的可信度感知的影響更為顯著；而當(dāng)產(chǎn)品的類型為體驗(yàn)型時(shí),這種影響的幅度則會(huì)小得多。另外,本研究發(fā)現(xiàn)了消費(fèi)者個(gè)人的信任傾向?qū)τ谪?fù)面評(píng)論比例和可信度感知之間關(guān)系的調(diào)節(jié)作用并不顯著。最后,本文討論了這些研究發(fā)現(xiàn)對(duì)于在線評(píng)論和消費(fèi)者購買意愿相關(guān)研究的影響以及實(shí)踐意義。
[Abstract]:Customer online reviews provide a convenient source of information for other potential consumers to make purchase decisions. More and more scholars have begun to study how online reviews affect consumers' purchase decisions. This paper combines the concepts of negative online comment proportion, product type, perceived credibility of negative comments, and based on consumer decision theory, attribution theory, prospect theory, etc. Use the role of intermediary to explain how the proportion of negative comments has an impact on consumers' willingness to buy. Subsequently, the study also explored whether there were differences in the extent of this effect among different product types. In addition, this study also attempts to verify whether the consumer's personal trust tendency has a moderating effect on the relationship between the proportion of negative comments and the perception of credibility. This paper simulates the consumption environment and collects data by issuing electronic experimental questionnaire in the network channel. In order to prevent the mutual interference between different data, this study has carried out three experiments successively, through the control of the experimental variables. Enough experimental data were collected by manipulation and measurement. Through the analysis of the experimental data, this study verifies the negative effect of negative online comment ratio on consumers' willingness to buy, and also verifies the existence of partial intermediary effect of credibility perception as an intermediary variable. This study also verifies the role of product type in regulating the impact of negative comment proportion on credibility perception: when the product type is searchable, the negative online comment ratio has more significant effect on consumer credibility perception; When the type of product is experiential, the effect is much smaller. In addition, this study found that the trust tendency of consumers has no significant effect on the relationship between negative comment proportion and credibility perception. Finally, this paper discusses the impact and practical significance of these findings on online reviews and consumer purchase intentions.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.36;F274

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