本文選題：在線評(píng)論 + 購(gòu)買(mǎi)意向��； 參考：《江蘇科技大學(xué)》2014年碩士論文

【摘要】：近年來(lái)，隨著電子商務(wù)的飛速發(fā)展，越來(lái)越多的消費(fèi)者熱衷于網(wǎng)絡(luò)購(gòu)物，網(wǎng)絡(luò)口碑已成為消費(fèi)者網(wǎng)購(gòu)選擇時(shí)的重要判斷依據(jù)，而在線評(píng)論作為網(wǎng)絡(luò)口碑的典型代表，正在其中扮演著重要角色。國(guó)內(nèi)外學(xué)者圍繞在線評(píng)論對(duì)消費(fèi)者行為的影響機(jī)理展開(kāi)了大量研究，但考慮到不同人格特質(zhì)對(duì)消費(fèi)者購(gòu)買(mǎi)意向的形成具有調(diào)節(jié)效應(yīng)，因此有必要對(duì)已有模型作進(jìn)一步探究。 本文在總結(jié)已有研究成果的基礎(chǔ)上，首先驗(yàn)證了信任在評(píng)論與消費(fèi)者購(gòu)買(mǎi)意向之間存在中介作用；其次將在線評(píng)論和信任做了維度劃分，并引入一種典型的人格特質(zhì)變量——調(diào)節(jié)定向作為調(diào)節(jié)變量，，進(jìn)而構(gòu)建了在線評(píng)論與消費(fèi)者購(gòu)買(mǎi)意向關(guān)系的影響模型，并提出相關(guān)理論假設(shè)；最后通過(guò)問(wèn)卷調(diào)查采集相關(guān)數(shù)據(jù)，進(jìn)而采用SPSS17.0和AMOS17.0軟件對(duì)數(shù)據(jù)進(jìn)行分析處理，驗(yàn)證相關(guān)假設(shè)并對(duì)初始模型進(jìn)行修正。通過(guò)研究，本文得出了如下結(jié)論：（1）評(píng)論質(zhì)量和數(shù)量對(duì)情感和認(rèn)知信任有顯著的正向影響，評(píng)論極性對(duì)情感信任有顯著的正向影響，情感和認(rèn)知信任都對(duì)購(gòu)買(mǎi)意向有顯著的正向影響；（2）在促進(jìn)定向的調(diào)節(jié)作用下，評(píng)論質(zhì)量對(duì)情感和認(rèn)知信任有顯著的正向影響，評(píng)論極性對(duì)情感信任有顯著的正向影響；（3）在預(yù)防定向的調(diào)節(jié)作用下，評(píng)論質(zhì)量對(duì)情感信任有顯著的正向影響，評(píng)論數(shù)量對(duì)情感和認(rèn)知都有顯著的正向影響；而情感和認(rèn)知信任都對(duì)購(gòu)買(mǎi)意向有顯著的正向影響。根據(jù)實(shí)證研究的結(jié)果，本文從評(píng)論機(jī)制、提升信任、關(guān)注個(gè)性、整合營(yíng)銷(xiāo)四個(gè)方面提出營(yíng)銷(xiāo)策略，對(duì)電商企業(yè)有效管理在線評(píng)論，強(qiáng)化消費(fèi)者購(gòu)買(mǎi)意向具有一定的指導(dǎo)意義。
[Abstract]:In recent years, with the rapid development of electronic commerce, more and more consumers are keen on online shopping, online word of mouth has become an important basis for consumers to choose online shopping, and online reviews as a typical representative of online word-of-mouth. Is playing an important role in it. Scholars at home and abroad have carried out a great deal of research on the influence mechanism of online reviews on consumer behavior, but considering that different personality traits have a regulatory effect on the formation of consumers' purchase intention, it is necessary to further explore the existing models. On the basis of summarizing the existing research results, this paper first verifies the intermediary role of trust between comment and consumer purchase intention; secondly, classifies online comment and trust into dimensions. And introduce a typical personality trait variable-regulation orientation as a regulating variable, and then construct the online comment and consumer purchase intention relationship model, and put forward the relevant theoretical assumptions; finally, through questionnaire survey to collect relevant data. Then SPSS17.0 and AMOS17.0 software are used to analyze and process the data, to verify the relevant assumptions and to modify the initial model. Through the study, we draw the following conclusion: (1) the quality and quantity of comments have a significant positive effect on emotion and cognitive trust, and polarity of comment has a significant positive effect on emotional trust. Both emotion and cognitive trust have a significant positive effect on purchase intention. (2) under the regulation of promoting orientation, the quality of comment has a significant positive effect on emotion and cognitive trust. Comment polarity has a significant positive effect on affective trust. (3) under the regulation of preventive orientation, the quality of comment has a significant positive effect on affective trust, and the quantity of comment has a significant positive effect on emotion and cognition. Emotional and cognitive trust have significant positive effects on purchase intention. According to the results of empirical research, this paper puts forward marketing strategies from four aspects of comment mechanism, enhancing trust, paying attention to personality, and integrating marketing, which has certain guiding significance for e-commerce enterprises to effectively manage online reviews and strengthen consumers' purchase intention.
【學(xué)位授予單位】：江蘇科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F224;F724.6;F713.55

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本文編號(hào)：1965142