在线评论对消费者购买行为的影响研究——消费者学习视角被引量：15

Reserch on Online Reviews on Consumer Purchase Behavior——A Perspective of Consumer Learning

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摘要为了理解在线评论对消费者购买行为的影响,文章采集淘宝网400多家店铺的在线评论信息,基于S-O-R模型(Stimulus-Organism-Response Model),从消费者学习的角度,研究体验型商品的在线评论信息对消费者购买行为的影响。采用SPSS 19.0软件进行数据分析,对假设进行实证研究,统计结果表明,好评数量、描述评分、有图片评论数量、追加评论数量和累计评论数量对消费者购买行为造成影响,中评数量、差评数量、物流评分和服务评分影响效果不显著。文章最后提出了建议与不足。 In order to understand the effect of online reviews on consumer purchase behavior, more than 400 Taobao shop online reviews were collected. Based on S - O - R model （Stimulus - Organism - Response Model）, from a new perspective of consumer learning, this paper studied the influence on consumer purchase behavior according to online reviews of experience goods. Using SPSS 19.0 software for data analysis and assumptions, statistical results showed that the quantity of praise reviews, describing score, quantity of having picture reviews, quantity of appended reviews and total quantity of reviews have an effect on consumer purchase behavior. The quantity of neutral reviews and bad reviews, logistics and service score are not significant. Fi- nally, the paper put forward suggestions and shortcomings.

作者莫赞李燕飞

机构地区广东工业大学管理学院

出处《现代情报》 CSSCI 北大核心 2015年第9期3-7,共5页 Journal of Modern Information

基金国家自然科学基金项目"网格环境下用户QoS需求驱动的移动服务资源选择优化研究"(项目编号:71171062)

关键词在线评论消费者学习体验型商品购买行为 online reviews consumer learning experience goods purchase behavior

分类号 F713.5 [经济管理—市场营销]

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