关于影响消费者在线评论行为的因素分析

Factors on the Impact of Online Consumer Reviews Behavior

随着信息技术的发展和电子商务规模的不断扩大,网络在线服务的范围越来越广泛,客户基于网络产品和服务随时可以发表观念和看法,这就是所谓的在线评论。"在线评论"又可以称为"在线口碑"或"网络口碑",指的是以网络为中介,借助于网络平台进行的言论发表和口碑传播。在线评论是真实反映电子商务产品和服务情况的言论,是网络环境下沟通与交流的重要途径,对于电商商家来说有着重要的价值,对于消费者来说有着重要的参考价值,在线评论对于产品和服务的销售影响很大,因此,做好消费者在线评论影响因素的分析十分重要。本文针对在线评论影响因素问题的提出进行了阐述,对影响在线评论的消费者因素和其他客观因素进行了细致的分析,旨在研究消费者在线评论行为,进而采取一些有效措施去引导消费者的正面评论,从而促进电子商务事业的可持续发展。

With the development of information technology and e-commerce continues to expand the scale and scope of the network of online services more widely,customers can express ideas and opinions based on network products and services at any time,which is called the online reviews. ＂ Online Review ＂ and can be called ＂ online reputation ＂ or ＂ Network word of mouth＂,are defined by their remarks as an intermediary network,by means of a network platform of publication and word of mouth. Online reviews are a true reflection of the situation of e-commerce products and services,freedom of speech,the network environment is an important way to communicate and exchange for the electricity supplier business has important value for consumers,has an important reference value for online reviews great influence sales of products and services,therefore,very important to do the analysis of consumer online reviews influence factors. In this paper,online reviews influence factors raised questions expounded on the impact of online consumer reviews of objective factors and other factors detailed analysis,to study the behavior of consumers＇ online comments,and then take effective measures to guide consumers positive comments,so as to promote the sustainable development of e-commerce business.