摘 要：近些年来，在线评论成为人们广为参与的评论方式，很多读者做出购买决策时，会重点参考别人的意见。在线书评与读者的交互作用，在线点评的数量、质量、可信度都与书籍销售之间存在关系，这些研究还在起步阶段，在这方面的研究还很少。71831

本论文研究的重点是探究在线书评与读者消费行为之间的关系，本文将借助在线书评平台：豆瓣读书为例。并引用两个理论观点，即计划行为理论和说服性传播理论，这些理论观点将用于构建本论文的研究模型。通过问卷调查收集相关数据，运用统计学中的模型，实证检验在线书评与读者消费行为的关系。最后，结合本论文的研究结论，从中得出理论和研究方面的启示，为企业和读者提出一系列的建议与对策。 

毕业论文关键词：在线书评，消费行为，顾客参与，豆瓣网，计划行为理论，说服性传播理论

Abstract: Recent years,online-comment as become the widespread remarking way the readers participate in.Many readers make their purchase decisions after think twice about others perspectives.There are some links among online-comment between inter functions of readers,the amount,the quality,the reliability of the online-remarking and selling books.While,it is only the dawn of the researches of online-comment and the researches in this way are insufficient.

   The key point of this thesis is exploring the link between the online-book-comment and the consuming behaviors of the readers.This thesis will cite the DouBan as an example,which is an online comment platform,to illustrate the planning action theory and persuasive spread theory which will be used to create the research models of this thesis.This thesis will test and verify the links between the online-comment and the consuming behaviors of the readers by the relative datas collected by the questionnaire surveys and the models of statistics.At last,the enlightenment of the theory and research will be got by the conclusion of this thesis and provide industries and readers with a series of advice.

Key words: online book review, consuming behavior,customer participation, douban, theory of planned behavior; persuasive communication theory

目   录

1  引言 3

2  相关研究 3

2.1  概念 3

2.2  说服性传播理论 4

2.3  计划行为理论 4

2.4  在线书评对读者消费行为研究现状 5

3  研究模型建立 6

3.1  变量的测量 6

3.2  研究建模 8

4   问卷设计与数据统计分析 9

4.1  问卷设计 9

4.2  数据收集 9

5  数据分析 12

5.1  可靠性分析 12

5.2  效应分析 12

6  对策和建议 15

6.1  提高评论内容的质量 15

6.2  积极吸引和培养专业的评论者 15

6.3  重视读者自我价值的实现 16

6.4  吸引读者主动参与评论 17

结论