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網絡負面評論對消費者購買意愿的影響分析

時間:2019-04-19 22:21來源:英語論文
An Analysis of the Effect of Negative Online Review on Consumer’s Purchasing Intention英語論文網絡負面評論對消費者購買意愿的影響分析

Abstract Nowadays lots of people like purchasing things online. The prevalence of purchasing things online is mainly attributed to the convenience it brings to customers. Meanwhile, customers can share their purchasing experiences via online review. A majority of people tend to read online review before making their final purchasing decisions. From those online reviews, people can know extra information of the products which the sellers don’t mention but some people pay a lot attention to. It is known that positive online review can promote sales volume while negative online review has bad effect on consumer’s purchasing intention. Actually, the influence of negative review is almost twice as powerful as that of positive review. Therefore, online sellers should not neglect the effect of negative online review. 34600
The author does research on the effect of negative online review on consumer’s purchasing intention through a questionnaire survey. After the collection and analysis of data, the author mainly studies the effect of negative online review on consumer’s purchasing intention from three aspects — products, online sellers and logistics. From the result of the survey, the quality of products, the after-sale service of the sellers and the damage of products caused in the distribution are three main factors to the negative online review. Finally, I hope this study can help offer some advice to the online sellers’ management of negative online review.
Key words: online review     negative online review     online consumer     purchasing intention
摘  要如今許多人喜歡在網上購物,網絡購物的盛行主要源于它給消費者帶來了很多便利,如同種商品的選擇多,網上購物節省時間。同時,消費者可以通過在線評論這一平臺分享自己的購物經歷。據了解,絕大多數消費者在購買產品時都會參考在線評論,他們可以從在線評論中了解商品的更多細節信息,幫助自己做出正確的購買決策。網站上商品的正面評論促進其他消費者的購買行為,而一些負面的在線評論則會影響消費者的購買,其影響力甚至是正面在線評論影響力的兩倍。因此,商家必須要重視來自消費者的負面在線評論。
源¥自%六:維;論-文'網=www.aftnzs.live

本文采用問卷調查的研究方法研究了負面在線評論對網上消費者購買意愿的影響。通過對網絡問卷的數據采集以及分析,作者主要從商品,店主以及物流三方面來解析負面在線評論對消費者購買意愿的影響。據調查分析發現,商品本身的質量差,店主不提供售后服務以及物流中商品受到損壞對消費者購買意愿的影響最大。本研究結論嘗試為網絡商家進行在線評論的管理提供一些參考意見。
畢業論文關鍵詞:在線評論     負面在線評論     網絡消費者     購買意愿
Contents
Abstract    i
摘要    ii
Chapter One Introduction    1
1.1    Background information of the study    1
1.2    Purpose of the study    2
1.3    Overall structure of this paper    2
Chapter Two Literature Review    4
2.1 Research on online review    4
2.1.1 Research on online review    4
2.1.2 Research on negative online review    5
2.2 Research on consumer’s purchasing intention    5
2.2.1 Definition of consumer’s purchasing intention    5
2.2.2 Research on effect of online review on consumer’s purchasing intention    6
Chapter Three Methodology    8
3.1 The research questions    8
3.2 The subject of the research    9 網絡負面評論對消費者購買意愿的影響分析:http://www.aftnzs.live/yingyu/20190419/32297.html
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