摘要自电子商务高速发展以来，基于在线购物完整产业链的不断发展与完善，电商市场也逐渐被商家及消费者接受。在线购物产品的虚拟性使得消费者在在线购物时面临真假难辨的困境。在线评论已经逐渐成为消费者购物决策的重要参考标准之一,消费者往往更加在意产品的负面评论。那么，在线差评的哪些方面会影响消费者购物决策，其影响机制成了企业关注的问题。本文研究在线差评不同维度及影响机制并为企业提供对策与建议。76769

本文首先基于消费者购买意愿及消费者心理的理论背景，结合实际情况提出本文研究的问题。围绕研究问题对相关文献进行研究与梳理，将影响消费者购物决策的在线评论分为产品内容类在线差评、服务内容类在线差评及物流内容类在线差评。然后，在文献基础，构建在线差评对消费者购物决策影响的研究模型，并提出相关假设。通过问卷调查的方式对线上用户进行调查，数据分析得出在线差评对线上消费者购物决策的影响情况；通过访谈与案例的形式对线下大客户进行调查，分析在线差评对线下消费者购物决策的影响情况。最后，根据研究结果，为企业提出相应的解决建议和展望。

毕业论文关键词:在线差评; 感知风险; 智能硬件; 购物决策

ABSTRACT Since the rapid development of e-commerce, A complete industrial chain of continuous development and improvement based on online shopping。 E-commerce market has gradually been accepted by consumers and businesses。 Virtual online shopping product makes consumers difficile true face difficulties in the online shopping。 Online reviews has gradually become one of the important reference standard consumer purchase decisions, consumers tend to be more concerned about the negative reviews of the product。 Its impact has become a business concern that what negative online reviews affect consumer shopping decision-making and how its impact。 This paper studies the effects of different dimensions Poor online consumer shopping decisions and its Influence Mechanism to provide countermeasures and suggestions for enterprises。

Firstly, to ask questions of this study based on consumer willingness to buy the theoretical and the theoretical background of consumer psychology, combined with the actual situation。 Study of relevant literature, pide online reviews into three categories。

Then, on the basis of literature, to build research model for consumers shopping online Poor affected by the decision, and make relevant assumptions。 Through questionnaires for online users survey, data analysis prejudice to come online Poor for online consumer shopping decisions; in the form of interviews and case of the line customers to survey and analyze online Poor on line joint venture shopping decisions affect the situation。 Finally, according to the results, the corresponding solutions for business advice and Prospect。

Keywords: Negative Online Reviews;Perceived Risk;Intelligent hardware;Shopping Decision

目 录

摘  要 II

ABSTRACT III

第一章 绪论 1

1。1研究背景与问题提出 1

1。1。1研究背景 1

1。1。2问题提出 2

1。2研究内容及意义 2

1。2。1研究内容 2

1。2。2研究意义 3

1。3研究方法及技术路线 3

1。3。1研究方法 3

1。3。2技术路线