网络评论信息对消费者购买态度的影响研究

Research on the Impact of Network Review Information on Customers' Purchasing Attitude

通过结合信息需求与计划行为理论,解释网络评论信息对消费者购买态度的影响,建立研究模型并提出假设。通过SPSS软件对收集的数据进行分析和处理,结果表明在查找网络评论信息的过程中,网络评论内容信息与网商服务信息是影响信息需求清晰程度的重要因素,而消费者的信息需求清晰程度对消费者的购买态度有显著的影响。

By combining the information demand and the theory of planned behavior, this paper explains the impact of network review information on customers＇ purchasing attitude, establishes the research model and puts forward hypotheses. Then, the paper analyzes and processes the collected data through SPSS software. The results show that in the process of searching network re- view information, network review information and network business service information are the important factors in affecting the clar- ity of information demand, and the clarity of information demand of customers has a significant impact on customers＇ purchasing attitude.