摘  要 近年来,网络购物发展极为迅速。据调查显示,2012年到2016年12月，中国网购市场每年都呈几何级的趋势增长。随着网购市场规模的不断扩大,居民消费观念也在逐渐改变,网络购物已经成为人们生活中极其重要的一部分。越来越多的消费者习惯网上购物并相互交流经验和心得。所以查阅其他买家发布的在线评论也成为消费者收集信息的重要来源。在这种背景下，本文从在线评论这个角度切入，希望可以在网络市场上建立信任，减少消费者的感知风险。旨在指导网店店主或在线评论网站制定有针对性的评论机制。90430

本文运用SPSS20。0数据分析工具对数据进行描述性统计分析、信度及效度分析，以检验问卷的可靠性以及结构效度。通过相关分析初步探索在线评论与感知效应以及购买意愿的相关关系，再通过回归分析法得出变量间的回归方式，最后借助Amos20。0 软件对结构方程进行检验，检验感知效应的中介作用。最后提出改善网购平台评论机制的方向以及引导消费者提高评论质量的有关建议。

毕业论文关键词：在线评论、购买决策、网络口碑、感知风险

ABSTRACT In recent years, the development of online shopping is very rapid。 According to the survey, 2012 to June 2016, the annual online shopping market is growing exponentially China level trend。 With the online shopping market size continues to expand, the concept of consumer spending is gradually changing, online shopping has become a very important part of people's lives。 More and more consumers are accustomed to online shopping and exchange experience and experience。 So check online reviews other buyers release has also become an important source of consumer information collection。 In this context, I would like to build confidence in E-commerce market and reduce the risk that consumers may concept by online reviews。 This article aims at guiding shop owners or online review sites to make the effective review mechanism。

In this paper, SPSS20。0 data analysis tool for descriptive statistical analysis of data, reliability and validity analysis to test the reliability of the questionnaire and structural validity。 Through the correlation analysis, the relationship between the online comment and the perceived effect and the purchase intention is explored, and then the regression method is used to get the regression between the variables。 Finally, the structural equation is tested by Amos20。0 software to test the mediating effect of the perceived effect。 And finally put forward to improve the direction of online shopping platform review mechanism and guide consumers to improve the quality of the relevant recommendations。

Keyword: Online Reviews、Shopping Decisions、Internet Word Of Mouth、Perceived Risk 

目  录

摘  要 II

ABSTRACT III

第一章  绪论 1

1。1研究背景及意义 1

1。2研究目的及内容 2

1。3研究方法 3

1。4技术路线 4

第二章  文献综述 5

2。1 口碑、在线口碑、源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766 在线评论的相关研究 5

2。2 消费者感知效应相关研究 5

2。3 消费者人格特质相关研究 6

第三章  模型构建与相关假设 7

3。1相关变量的指标选取和定义