摘    要

互联网的高速发展，产生了大量依附于网络平台的网络评价，也称网络口碑。网络口碑的传播方式比较多，范围比较广；传播效率高；口碑具有匿名性等三个特性，以及中国网民数量规模大，网民活跃度高，参与度强，使得各种网络平台涌现出了大批的口碑信息，同时其发展速度极快。这些海量的网络口碑对消费者的购买意愿以及中国企业的影响不可估量。85366

本研究参考和借鉴了大量前辈的研究成果，采用理论研究和实证研究，探讨负面网络评价对于消费者购买意愿的影响。第一章绪论主要初步了解了研究口碑的背景和意义。第二章通过对口碑、口碑传播的影响因素、消费者行为意愿以及感知风险的相关文献进行梳理，为本文提供理论基础。第三章以研究的理论模型与方法设计为主，提出了本文的构建思路以及根据本文研究课题进行了问卷设置。第四章主要通过统计分析进行检验，最后得出负面网络口碑数量，信息强度，发送者专业性以及涉入度对购买意愿的正相关关系，以及接收者专业性的负相关性。最后是结论与建议，对负面网络口碑对消费者购买意愿影响机制的研究，能够为企业控制负面网络口碑提供有针对性的措施，帮助企业更有效地实施口碑营销策略。

Abstract

With the rapid development of the Internet, a large number of network evaluation, which is attached to the network platform, has been produced。 There are some characteristics of Internet word of mouth, which leads to the difference between the Internet word of mouth and the traditional word of mouth。 Internet word-of-mouth spread in various ways; high transmission efficiency; reputation is anonymous three characteristics, as well as the number of Internet users Chinese large scale users with high activity, strong participation, making all kinds of network platform emerged a large number of reputation information at the same time, its development speed is very fast。 These massive online reputation of consumers' willingness to purchase and the impact of Chinese enterprises immeasurable。

In this study, we use a large number of previous research results, using theoretical and empirical research to explore the impact of negative network evaluation on consumer purchase intention。 The first chapter introduces the background and significance of the study of word of mouth。 In the second chapter, through the analysis of the related factors, such as word of mouth, word of mouth, consumer behavior intention and perceived risk, this paper provides the theoretical basis for this article。 The third chapter is the study of the theoretical model and research design。 The fourth chapter mainly tested through statistical analysis, finally obtains the number of negative word-of-mouth information intensity, the sender and professional involvement is positively related to purchase intention, and negative correlation receiver specialty。 The last part is the conclusion and suggestion, research on negative word-of-mouth on consumer purchase intention influence mechanism, to control the negative reputation network to provide targeted measures to help enterprises more effective implementation of marketing strategy。 

毕业论文关键词：负面网络评价； 网络口碑； 感知风险；购买意愿

Keyword: Negative internet word of mouth； intention ； Perceived risk

目    录

1。绪论 5

1。1互联网的发展催生网络评价 5

1。1。1网络评价对消费者购买的影响 5

1。1。2负面网络评价的影响不容忽视 5

1。2研究意义