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线上购物环境中,由于社会临场感较低及信息不对称性等因素影响,在线评论作成为消费者重点参考的对象。现有研究多集中在在线评论内容、评论效价等方面,忽视了非语言的影响因素。本文以表情符号为切入点,重点研究评论内容中的网络表情符号对于消费者最终购买决策的影响机制。本文研究采取实验法,共计发放问卷390份,研究结果显示:①网络环境中,评论效价对于消费者感知有用性有显著影响,与正面评论相比,负面评论对消费者感知有用性更强;②网络表情符的使用可以强化评论效价对消费者感知有用性的作用;③带表情符号的评论通过影响消费者感知来影响消费者的最终购买决策。本文在一定程度上拓展了在线评论和消费者感知有用性关系的研究。 相似文献
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在线评论是网络口碑的一种重要形式,是消费者制定购买决策的重要依据。特别是在当今信息过载的环境下,如何帮助消费者找到对他们决策有帮助的在线评论已经成为一个重要的研究问题。本文对现有的有关在线评论有用性的研究进行了综述,分析了存在的问题,并给出了未来的研究方向。 相似文献
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在社交网络里,消费者针对企业、品牌及产品会发表许多在线评论,这些信息对消费者品牌价值感知有重要影响,因此需要研究在线产品评论对品牌价值感知的影响。本文以技术接受模型为依据,通过构建在线评论影响企业品牌价值感知的因素分析模型,发现消费者通过产品质量评论可以有效感知产品的有用性、产品的易用性和品牌形象,而感知产品有用性、产品易用性可以有效促进消费者的品牌认知,感知品牌形象能全面促进消费者对品牌价值的感知。 相似文献
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商业网站品牌忠诚在电子商务环境下受到了学界及业界的极大关注。然而,现有研究却忽略了在线评论对网站品牌忠诚的影响。本文采用实验方法,从有用性和可靠性两个维度研究了在线评论感知对商业网站品牌忠诚的作用,探讨了产品涉入度对商业网站品牌忠诚的调节作用。研究表明,在线评论的有用性感知和可靠性感知,均能提高消费者对网站品牌的忠诚度;产品涉入度对在线评论有用性感知与网站品牌忠诚之间的关系有正向调节作用。企业应引起重视视,从有用性和可靠性两个方面提高消费者评论感知重点,按产品类别对在线评论进行分类管理,建立在线评论激励机制,对在线评论内容和格式加强研究。 相似文献
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中国跨境电商网站迅速发展,很多跨境电商平台如天猫国际、 京东全球购、 洋码头等电商平台纷纷抢占市场.在这种背景下,在线评论对凭借其自身蕴含的丰富信息量逐渐成为影响消费者购买决策的重要因素.追加评价是在线评价的一种形式,近年来各大电商平台也纷纷增加了追加评论的功能,相较于初次评价,其更具有感知有用性.为了研究跨境电商网站上在线追加评论对消费者购买意愿的影响作用,文章以天猫国际电商平台为研究对象,基于相关文献做出系列假设,并采用问卷调查和相关统计分析来验证假设.分析发现,追加评论本身特征以及评论者可靠性对感知有用性有显著的正向影响,感知有用性对购买意愿有显著的正向影响;在调节作用方面,产品卷入度与消费者专业性在追加评论效价和追加评论质量对消费者追加评论感知有用性的影响中起到显著调节作用. 相似文献
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网络团购以价格低廉、简捷方便等显著优势吸引中国消费者。网络团购的特点、网络团购吸引消费者的原因直接影响着消费者的购买意愿,通过相应的策略可以提高消费者网络团购的意愿。 相似文献
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顾客感知风险对网络零售商惠顾意愿影响实证研究 总被引:1,自引:1,他引:0
感知风险是影响顾客对网络零售商惠顾意愿的重要因素。在研究文献和访谈基础上,通过问卷调查,量化分析了顾客感知风险对网络零售商惠顾意愿的影响机理。研究结果表明:网站因素、顾客因素和网络零售商因素对网购感知风险具有差异化影响;产品风险、隐私风险、经济风险、配送风险、服务风险和心理风险对网络零售商惠顾意愿具有显著影响,呈负相关关系。 相似文献
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Chou-Kang Chiu 《Quality and Quantity》2009,43(4):669-675
This study explores the formation of relationship quality and online purchase intention in the service context of tourism,
and a model is also introduced. This study tries to conceptualize a model based on a mediating mechanism of relationship quality
that may be applied to understand online purchase intention in tourism. Learning the critical role of relationship quality
in e-tourism can guide tour service providers to design different strategies for different online customers, and consequently
achieve high customer online purchase to tourist service and product. In the proposed model of this study, the perceived incentive,
perceived service quality, perceived ease of purchasing and perceived usefulness influence customer online purchase intention
indirectly via the mediation of relationship quality. Additionally, five propositions are derived accordingly based on the
proposed model and literature review. Finally, discussion, limitation and future research are also provided. 相似文献
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In industrial purchasing a request for quotation (RFQ) can consist of a single item, but is most often composed of two or more products and/or services bundled together. While such bundles are used in offline purchase negotiations, their criticality is heightened in online auctions due to their usual short duration and constrained bidding environment. Despite this importance, little systematic discussion or evaluation has taken place concerning bundling practice, especially as it relates to the individual items included in the bundle, the overall bundle composition, and the resulting supply base and ultimate bundle performance. This study investigates these issues by developing a conceptual model and testing it with a large-scale survey completed by purchasing professionals practicing bundling in B2B online auctions. Results indicate that crafting a more homogeneous bundle is most important in achieving a successful outcome. Furthermore, more complex or difficult-to-specify items do not impact perceived bundle performance, but do influence the supply base that is willing and able to bid on the business. 相似文献
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网络品牌视角下网络消费者重复购买的营销策略 总被引:1,自引:0,他引:1
影响网络消费者作出购买决策的因素一直以来都是学者的研究热点,特别是如何促使现有顾客作出重复购买的决策更为重要。在此提出影响网络消费者重复购买行为的网络品牌因素,包括网络品牌认知、网络品牌满意度、网络品牌信任、网络品牌个性。同时针对这些因素就促进网络消费者重购行为提出几点营销策略。 相似文献
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Moutaz Haddara Jenny Hsieh Asle Fagerstrøm Niklas Eriksson Valdimar Sigurðsson 《Managerial and Decision Economics》2020,41(2):250-273
This study analyzes online customer reviews in order to investigate customers' preferences regarding cosmetic products. Based on the marketing firm theory, this research explores the possibility of enhancing the bilateral contingent relationships between the customer and the marketing firm within the cosmetics domain. Hence, this study applies market-search concepts by extracting customer reviews and employing text analytics to identify reinforcers and factors in cosmetic products, which customers are expecting, and their sentiments towards them. Our results suggest that some reinforcers are shared among all customers, but some vary among the different customer segments based on their age and skin tone. 相似文献
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现代互联网的发展便利了居民生活,尤其体现在互联网购物上。文章以顾客满意度影响因素理论为基础,使用问卷调查并结合卡诺模型的直接标度法对问卷结果进行处理和分析。研究在互联网购物中,不同因素对顾客网购满意度的影响程度,并从不同角度提出提高顾客网购满意度的建议。 相似文献
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以Web2.0社区搜索型产品负向点评为对象,依据社会网络理论,研究了负向在线点评发出方特征、发出方与接收方关系特征对负向在线点评有效性的影响。结果表明,发出方最出度正向影响点评的有效性;发出方与接收方互动规模与感知有效性呈弱向关系;互动认同度会增强两者之间的正向关系。 相似文献
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Marco Magnani 《Journal of economic surveys》2020,34(2):263-292
Online user reviews have become an increasingly relevant informational tool during product search and adoption. Recent surveys have shown that consumers trust and rely on online reviews more than they do on website recommendations and experts opinions. As a new way of driving consumer purchasing intentions, online user reviews have therefore come under scrutiny by researchers. The objective of this paper is to offer an overview of the literature regarding the impact of online user reviews on economic indicators (e.g., sales, marketing strategies) and on consumer behavior. Furthermore, following the growing interest of academics and professionals alike on the topic, the present work provides an exploratory analysis of the consequences of online reviews on individual rating behavior – empirical regularities showed that online rating distributions tend to be concentrated on extreme values, possibly because of rating biases. As consumers and firms incorporate the heuristic cues from such distributions into their decision-making processes, biased ratings might lead to suboptimal choices. This overview presents established results (e.g., the impact of volume on product sales) and insights as issues for future research. 相似文献