大学生在线产品评价参与意向影响因素的实证研究企业管理专业论文.docx

重庆大 重庆大学硕士学位论文 英文摘要 PAGE PAGE VI ABSTRACT In recent years, with the rapid development of Internet, E-Commerce(EC) also has a flourishing development. These not only created new commercial behaviour and economic model, but also changed our living customs and the marketing ways of company. Our shopping behavior has extended from traditional store to Internet store. The marketing ways also has extended from traditional to the Web. At the time that E-commerce has a rapid development, the participancy of customer is more and more important. Also the communication of consumers and sellers has had a high attention. But as an importance place of electronic word of mouth, the On-line feedback system has not had a attention. Under this background, this paper carried on the empirical research for the influences on the intention of consumers’ information contribution to on-line feedback system. The paper has reviewed the literatures about the intention of word of mouth (include traditional word of mouth and Electronic word of mouth) and knowledge contribution on virtual communities. Based on the prior studies of on-line feedback system, this study draws on social exchange theory to formulate a theoretical model to explore both costs and benefits of consumers’ information contributions to on-line feedback system. Also, our model has considered the characteristic of electronic commerce web. A survey with form of the questionnaire which regard university student as samples has been carried. AMOS7 was used to construct Equation Modeling to empirically identify factors that influence consumers’ intention on reviewing on-line. SPSS15.0 software was used to analyze the census data of the questionnaire. Frequencies analysis was done using SPSS15.0 software on what is the percentage of each function used, and what are the reasons of reviewing on-line or not. Structural Equation Modeling reveals that the important factors that influencing customers’ intention on reviewing on-line are