网购中评对购买意愿影响机制的研究——基于消费者矛盾态度的角度-research on the influence mechanism of online shopping comments on purchasing intention - based on the perspective of consumers contradictory attitudes.docxVIP

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网购中评对购买意愿影响机制的研究——基于消费者矛盾态度的角度-research on the influence mechanism of online shopping comments on purchasing intention - based on the perspective of consumers contradictory attitudes.docx

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网购中评对购买意愿影响机制的研究——基于消费者矛盾态度的角度-research on the influence mechanism of online shopping comments on purchasing intention - based on the perspective of consumers contradictory attitudes

II II 信誉及中评质量对矛盾态度的调节作用显著，即高质量中评与高社区信誉使得高矛盾态度消费者网购意愿更低，而使得低矛盾态度消费者网购意愿更高，其中高质量中评对高矛盾态度只起调节作用，而高质量中评对低矛盾态度不仅存在调节作用也存在直接影响作用；此外消费者特征及消费者对在线评论的一般态度对消费者网购意愿影响存在一定的差异，但差异不显著。关键词：网购中评购买意愿矛盾态度影响机制 III III The Research on Impacting Mechanism of the Neutral Reviews on Online Purchase Intention: Based on Ambivalent Attitude Perspective ABSTRACT With the vigorous development of the network shopping market, customers purchase behavior begin to be changed. Online reviews is increasingly becoming an important part of e-commerce because more and more people trust it and take it as an important evident in making decision. Although at present there are many researches on online reviews, the researches on neutral reviews are not enough. Therefore, this paper studies the impacting mechanism of neutral reviews on online purchase intention in perspective of ambivalent attitude, and puts forward the following two questions: (1) what is the impacting mechanism by which neutral reviews affects on online purchase intention? (2) How the ambivalence attitude, community reputation, neutral reviews quality, the characteristics of the consumer and the general attitude towards online reviews affect the purchase intention thought neutral reviews ? To answer the above questions, this paper bases on Kotler consumers purchase model, builds a theoretical model, puts forward the hypothesis, uses the 2 * 2 * 2 factorial experiment and questionnaire to collect data, and then PAGE PAGE IV analyzes data by SPSS17.0 statistical software. To test the hypothesis by using independent sample T test and variance, this paper probes the impacts of the contradictory attitude, community reputation, quality of neutral reviews, the characteristics of the consumer and the general attitude towards online reviews on purchase intention in each dimension. In conclusion: the contradictory attitude has a significant effect on consumer online purchase intention; while community reputation, reviews quality has no s