摘要:随着我国网络的飞速发展，人们物质需求不断提高，传统网络购物已经不能满足人们日常需求。伴随着网络购物和智能手机的普及，网络购物逐渐成为消费者日常生活中重要的消费形式。由于网络购物的规模不断扩大，网络购物越来越复杂，并且在发展中可能产生一些问题。为了解决网络购物中可能存在的矛盾，帮助消费者获得优质的商品和满意的服务，辅助商家为消费者提供良好的服务和使商家自己获得更多的利益，促进网络购物市场的良性发展，本文就年轻消费者网络购物意愿的影响因素进行研究。

本文从在线评论的角度研究影响消费者购买意愿的影响因素，在线评论众多影响消费者网络购物意愿的因素中具有代表性的一项，也是网络购物消费者在购买前通常会参考的一项。本文对年轻消费者进行调查，年轻消费者是我国网络用户的主要群体，也是当今网络购物消费者的主要群体，以此为调查对象可以很好地体现我国当下的网络购物现状。年轻的消费者熟悉网络环境和网络购物流程，所能提供的信息也比较具备参考价值。

本研究从在线评论的角度对年轻消费者网络购物意愿的影响因素提出假设，假设在线评论的若干因素通过正向影响消费者的信任程度来影响消费者的购买意愿，并结合假设构建在线评论对消费者购买意愿影响模型。根据假设设计问卷，并用SPSS22.0数据分析工具检验问卷的稳定性和一致性、数据的有效性，以及变量之间的显著相关性。

通过相关分析的结果得出，在线评论的数量、长度、情感倾向、时效性和内容质量可以正向影响消费者的信任程度，从而正向影响消费者的购买意愿。

关键词：年轻消费者；网络购物；购买意愿；在线评论

An Analysis of the Influencing Factors of Young Consumers' Online Shopping Willingness Abstract:With the rapid development of China's network, people's material needs continue to improve, the traditional online shopping has been unable to meet people's daily needs. With the popularity of online shopping and smart phones, online shopping has become an important form of consumption in daily life. As the size of online shopping continues to expand, online shopping is becoming more and more complex, and in development may have some problems. In order to solve the contradictions that may exist in online shopping, to help consumers get high quality goods and satisfactory service, auxiliary business to provide consumers with good service and make their own business to get more benefits to promote the healthy development of online shopping market, this article To study the influencing factors of young consumers' online shopping intention. This paper examines the factors that influence the willingness of consumers to buy online from the perspective of online commentary. It is also a representative of many factors that affect the willingness of consumers to shop online. It is also a kind of online shopping consumers usually refer to before buying. In this paper, young consumers to investigate, young consumers are the main groups of Internet users in China, is also the main group of online shopping consumers, as the survey object can be a good reflection of China's current online shopping status. Young consumers are familiar with the network environment and online shopping process, the information can also    provide more reference value.

This study makes a hypothesis on the factors that affect the willingness of young consumers' online shopping from the point of view of online comment. Suppose that several factors of online comment affect the consumer's willingness to buy by positively influencing the consumer's trust, and construct the online comment The consumer 's willingness to buy the model. The questionnaire was designed and the SPSS22.0  data analysis tool was used to test the stability and consistency of the questionnaire, the validity of the data, and the significant correlation between the variables. 年轻消费者网络购物意愿影响因素的实例分析:http://www.youerw.com/guanli/lunwen_204142.html