大数据时代网络差评对顾客购买行为影响研究

Research On The Impact Of Network Poor Evaluation On Customer Purchase Behavior In Big Data Era

互联网的发展,海量数据充斥于各种网络平台,带动消费需求信息进入大数据搜索时代。人们通过各种渠道评论消费体验,也通过别人的评判决定自己的购买行为。针对网民更乐于分享负面评论的特点,本文以酒店行业为例,探讨网络差评对顾客购买行为影响。其研究结果显示,网络差评对消费者购买行为有较大负面作用,因此应密切关注网络差评对顾客购买决策的影响,降低差评概率,采取补救措施避免因差评产生蝴蝶效应。

the development of the Internet, the vast amount of data is filled with a variety of network platforms, to drive consumer demand information into the era of big data search. People through a variety of channels to comment on the consumption experience, but also through other people＇s judgment to determine their own buying behavior. For Internet users more willing to share the characteristics of negative comments, this paper takes the hotel industry as an example, this paper discusses the influence of network poor evaluation on customer purchase behavior. The results show, network evaluation has a greater negative impact on consumer purchase behavior. Therefore, we should pay close attention to the network impact on the customer purchase decision, reduce the error probability, and take remedial measures to avoid because of bad review produce the butterfly effect.