网络购物评价对消费者购买决策影响研究  

Research on the Impact of Evaluation of Online Shopping on Consumer Purchasing Decisions

作　　者：李励[1] 朱孔来[1] 

机构地区：[1]济南大学管理学院,山东济南250002

出　　处：《山东商业职业技术学院学报》2015年第1期10-15,共6页Journal of Shandong Institute of Commerce and Technology

摘　　要：在总结和吸取以往消费者购买行为研究成果的基础上,结合当前电子商务的发展、网络评价体系现状,进行数据建模和实证研究。通过分析淘宝网的店铺评论数据,研究正面评论与负面评论对销量的影响,并以100名济南大学生为调查对象,获得样本数据,从产品内部、产品经济、产品外部、产品纠纷处理这四个因素来研究对消费者购买行为的影响。提出七个假设,并对假设进行一一验证,最终得出网络评论内容和质量与消费者网购行为之间的关系。On the basis of summarizing and learning from past consumer behavior research results, and combined with the current development of e - commerce, this thesis carries out network status evaluation system for data modeling and empirical research. By analyzing the data of Taobao shops＇comment, it studies the effects of positive reviews and negative reviews sales, and has surveyed 100 college students in Jinan. The sample data obtained from the inside of the product, product economy, external to the product, the product, study the factors affecting consumer buying behavior. This paper presents seven hypothesis, and one hypothesis verification, and ultimately come to review content and quality of networks and consumer online shopping behavior.

关 键 词：网络评价 购买决策 在线评论 

分 类 号：F713.36[经济管理—产业经济]