【论文】大学生在线产品评价参与意向影响因素分析--基于对浙江万里学院大学生的问卷调查精品.doc

摘 要 近年来，电子商务得到迅速发展，其中网络购物是电子商务的一部分。作为一种新兴的购物方式，具有方便、快捷、高效率等优势。根据相关资料显示，参与网络购物的人群主要是年轻人，而大学生是其中的一个主要群体，他们在参与网络购物时，会参考其他用户对产品的评论，尤其是当他们对产品需要有更多了解的时候，用户评论的内容就显得更为重要。然而存在的不足是，消费者在参加网络购物后参与在线产品评价表现得并不积极。基于上述背景，本文选择大学生为研究对象进行在线产品评价参与意向的因素分析具有重大的现实意义。 本文基于社会交换理论，构建了大学生在线产品评价参与意向的影响因素研究模型，提出相关的假设。然后根据所提出的模型，设计调查问卷，在浙江万里学院内展开对大学生这一年轻群体进行问卷调查，同时对调查的数据进行了描述性统计分析、效度和信度分析、相关分析及回归分析。分析表明，影响大学生参与在线产品评价的因素有六点。最后，为网站经营者提出几点提高大学生在线产品评价参与度的建议。 关键词：Abstract In recent years, e-commerce has developed rapidly, and online shopping is a part of e-commerce. As a new way to shop, e-commerce has different kinds of advantages, like convenient, fast, efficiency and so on. According to relevant information, the large amount people who participate in online shopping are mainly young people, and the students are the main group. They will make reference to the commentary of other users, and it is getting increasingly important, especially when they want to know more about the products. However, the shortcomings came into view that the consumers show negative attitude to take part in online comment after shopping online. With this background, it’s meaningful to choose the university students as the object of study to analyze the factors which affect them their intention to make online reviews. Based on social exchange theory, article builds the model which can find the factors that affects students’ intention to participate in online product evaluation, and makes relevant assumptions. Then according to the proposed model, designing?questionnaire,?conducting a questionnaire survey in the young group of college students at the Zhejiang Wanli University, at the same time, making the descriptive statistical analysis, reliability and validity analysis, correlation analysis and regression analysis about the survey data. There are six factors which affect college students participating in online product evaluation. Finally, giving same suggestions for the website operators to improve college students parti