用户评论对产品销量的影响实证研究毕业论文.doc

毕业论文 用户评论对产品销量的影响实证研究 【摘要】随着科技的不断进步，社会的不断发展，互联网与人们的关系变得越来越紧密。人们不再满足于原有的购物方式，转变为更加便捷的网上购物方式。商家为了满足顾客的需求，便纷纷将自己的店铺搬上了网络。但是在网络上进行购物方便人们生活的同时，也面临着诸多的问题。只要有网络，人们就可以在互联网上畅所欲言。这些言论对于查看网络信息的人们会带来深刻的影响，比如顾客在网上购买商品后留下的在线评论。这些评论有可能对顾客的购买决策带来一定影响，从而影响了商品销量的多少。 首先，本文对目前的互联网发展现状，电子商务的发展情况作出简要的阐述。然后，根据在电子商务环境下，用户在线评论对顾客购买决策的影响，从而影响商品销量这一问题，提出模型做出假设。接着针对问题进行分发调查问卷，并对数据进行分析的方式进行研究，最后，得出研究的结果以及建议。 【关键字】互联网 电子商务 在线评论 在线口碑 购买决策 销量 Study On The Effect Of The Product Sales Empirical User Reviews [Abstract] With the continuous progress of science and technology, the continuous development of society, the relationship between Internet and people become more closely. People are no longer satisfied with the traditional way of shopping, online shopping more convenient to the way. Businesses in order to meet the needs of customers, they will have their own shops to move the network. But shopping is convenient for people living in the network at the same time, also faces a lot of problems. As long as the network, people can speak ones mind freely on the internet. These remarks about people view of network information will bring profound influence, such as customers to buy goods on the net after leaving the online comments. These comments may have a certain impact on the customer purchase decision, which affects how much merchandise sales. First of all, the Internet development present situation, the development of electronic commerce to make a brief elaboration. Then, based on the electronic commerce environment, influence the user online comments on the customer purchase decision, thus affecting the commodity sales this question, proposed model make assumptions. Then aiming at the problem of distributing the questionnaire, and the data are analysed by means of research, finally, the research results and suggestions. [Key words] Internet Electronic commerce Online commentary Online word of mouth Purchase decision Sales volume 目录 TOC \o 1-3 \h \z \u 引言 h 2 一、 绪论 h 2 （一）研究背景