消费者评价对消费者购买决策的影响分析-以淘宝网为例.docx

目录第1章 绪论41.1 研究背景41.2 研究目的51.3 研究意义61.4 技术路线6第2章 文献及相关理论综述82.1相关理论综述82.1.1 消费者行为82.1.2 消费者信任92.2 国内外研究现状10第3章 研究内容123.1消费者评价与消费者购买决策的关系123.2消费者信任对消费者评价和消费者购买决策的关系133.3消费者购物经验与消费者评价与消费者购买决策之间的关系143.4研究模型14第4章 研究方法154.1变量及其测量154.2问卷的发放和回收154.3分析方法15第5章 本文的创新点16第6章 进度安排16参考文献17摘要互联网的诞生与快速发展促进了电子商务的产生与迅速成长，目前各电子商务网站如雨后春笋般出现在了人们的视线当中。在一定程度上改变了传统的消费模式，并且正以强劲的势头继续发展。与传统的消费模式不同的是，网络消费者满意度较低，影响网络消费者购买决策的影响因素也有别与传统模式。随着电子商务的发展出现了网络口碑，消费者评价等全新的概念，且在一定程度上影响着消费者信任进而影响消费者购买决策。因此，本文以淘宝网为具体研究案例，以消费者评价为自变量，消费者购买决策为因变量，消费者信任为中介变量，网络购物经验为调节变量进行关于消费者评价的实证研究。以期找出消费者评价与消费者信任，消费者决策之间的关系，为电子商务行业消费者反馈与评价机制提供改进建议与依据，丰富对网络消费者行为的研究，从而推动电子商务行业健康、平稳发展。关键字：电子商务；消费者评价；消费者购买决策；消费者信任 AbstractThe birth and rapid development of the Internet to promote the generation and rapid growth of e-commerce, all e-commerce sites have sprung up in the peoples attention. To some extent changed the traditional consumption patterns, and is to continue to develop a strong momentum. Traditional consumption patterns, the network consumer satisfaction, affect online consumers purchasing decisions influencing factors are different from the traditional model. With the development of e-commerce a new concept of the network reputation, consumer reviews, and to some extent, affect consumer trust in turn affect consumer purchasing decisions. Therefore, this article Taobao specific case study, to consumer evaluation as the independent variable, consumer purchasing decisions as the dependent variable, consumers trust the mediating variables, empirical research on consumer evaluation of the online shopping experience for the manipulated variable. To identify consumer reviews and consumer trust, the relationship between the consumer decision-making, and provide recommendations for improvement based on the e-commerce industry, consumer feedback and evaluation mechanisms to enrich the study of consumer behavior on the network, so as to promote the health of the e-commerce industry smooth development.Keywords: e-commerce；consume