在线评价对顾客消费行为的影响——以外卖O2O平台为例  

作　　者：张德鹏[1] 陈春峰[1] 张馥丽[1] 

机构地区：[1]广东工业大学管理学院

出　　处：《企业经济》2017年第3期144-149,共6页Enterprise Economy

基　　金：国家自然科学基金项目"顾客创新对口碑推荐行为的影响机理研究:以社会交换理论为视角"(项目编号:71672044);国家自然科学基金项目"顾客忠诚对盈利性的影响机理研究:基于行为视角"(项目编号:71172097)

摘　　要：本文以外卖O2O平台为例,实证研究在线评价对顾客消费行为的影响。将评论内容细分为产品质量评价和服务水平评价,构建在线评价与顾客购买意愿之间的关系模型。研究发现:在线评价对购买意愿有显著的正向影响;顾客信任在两者间起部分中介的作用;产品评价信息对顾客信任的影响更强烈;企业对评价进行反馈时,在线评价对顾客信任的影响更强烈。因此,建议企业应加强对在线评价信息的管理,采取措施激励顾客发表评价,并合理进行反馈。Taking the take-out 020 platform as an example, this paper empirically studies the impacts of online evaluation on con- sumer behaviors. According to the content, the reviews will be divided into the evaluation of product quality and service level, to build the relationship between online evaluation and customer purchase intention. The study shows that online e- valuation has a significantly positive effect on purchase intention, and customer trust plays a partly intermediary role. Product evaluation information has a more strong effect on customer trust. When enterprises have feedback, online evalua- tion has a more intense effect on customer trust. Enterprises should improve the management of online evaluation informa- tion and take measures to encourage customers to publish evaluation, and make reasonable feedback.

关 键 词：在线购买意愿 在线评价 顾客信任 产品质量评价 服务水平评价 

分 类 号：F272[经济管理—企业管理]