网上购物追加评论对大学生消费决策的研究——以淘宝为例.pdfVIP

Abstract With the rapid development of e-commerce platforms, people gradually realize the convenience and practicability of online shopping. Taobao is the largest e- commerce platform. Clothes, food, furniture and local specialties in daily life can be purchased on . However, at the same time, the online information is half- mixed, and it is easy to be misled to make a decision by only looking at the initial comments. The additional comments can better enable buyers to analyze the product information, pay attention to the content of follow-up comments, and improve the accuracy of consumers judgment. The data in this paper were collected by issuing questionnaires to study the influence of follow-up evaluation on college students consumption decisions. The main contents of this paper are as follows: firstly, the number of additional evaluation, the content of additional evaluation, the way of additional evaluation, the impact of risk perception on college students consumption decisions, and secondly, the mediating effect of perceived risk between additional evaluation and consumption decisions. This paper tests the reliability and validity of the collected samples to ensure that relatively reliable data are collected, and then USES linear regression analysis to draw the following conclusions :(1) the content of additional comments and the way of additional comments have a positive effect on peoples risk perception. (2) perceived risk plays a negative role in peoples consumption decisions. (3) the number of additional comments plays a limited role in the perceived risk, so taobao sellers should pay more attention to the content and form of additional comments t