电商平台的用户评价对购买决策的影响 -市场营销专业

摘要

随着电子商务的迅猛发展，电商平台已成为消费者购物的重要渠道，用户评价作为信息共享的重要组成部分，在购买决策中扮演着日益重要的角色。本研究旨在探讨电商平台上的用户评价对消费者购买决策的影响机制。通过文献综述发现现有研究多集中于正面评价的作用，而对负面评价、评价数量与质量等维度关注不足。基于此，本研究采用混合研究方法，首先运用问卷调查法收集了来自多个主流电商平台的1200份有效样本数据，同时结合案例分析法选取典型商品进行深度剖析。研究结果表明，正面评价能够显著提升消费者的购买意愿，负面评价则具有警示作用，但当负面评价数量过多时会产生“逆反心理”，反而促使部分消费者尝试购买；评价的数量和质量均会对购买决策产生影响，高质量的评价更具说服力。此外，本研究还发现不同类型的消费者对用户评价的敏感度存在差异，年轻消费者更易受评价影响。本研究创新性地从多维度解析了用户评价对购买决策的影响，并构建了相应的理论模型，为电商企业优化评价体系提供了理论依据，也为消费者理性购物提供了参考，丰富了电子商务领域的相关研究。

关键词：用户评价购买决策正面评价

Abstract

With the rapid development of e-commerce, online platforms have become a crucial channel for consumer shopping, and user reviews, as an essential component of information sharing, play an increasingly significant role in purchase decisions. This study aims to explore the influence mechanism of user reviews on consumers' purchasing decisions on e-commerce platforms. Through a literature review, it was found that existing research predominantly focuses on the effects of positive reviews while paying insufficient attention to negative reviews, the quantity, and quality of reviews. Based on this, this study adopts a mixed-methods approach, initially collecting 1200 valid samples from multiple mainstream e-commerce platforms using a questionnaire survey method, and simultaneously employing case analysis to conduct an in-depth examination of typical products. The results indicate that positive reviews significantly enhance consumers' willingness to purchase, whereas negative reviews serve as a warning signal; however, an excessive number of negative reviews can induce a 'boomerang effect,' prompting some consumers to attempt the purchase out of curiosity or defiance. Both the quantity and quality of reviews impact purchasing decisions, with high-quality reviews being more persuasive. Additionally, this study reveals that different types of consumers exhibit varying sensitivity to user reviews, with younger consumers being more susceptible to their influence. Innovatively, this study provides a multidimensional analysis of the impact of user reviews on purchasing decisions and constructs a corresponding theoretical model, thereby enriching the relevant research in the field of e-commerce.

Keyword:User Evaluation Purchase Decision Positive Evaluation

1绪论 1

1.1电商平台用户评价研究背景 1

1.2研究意义与价值分析 1

1.3国内外研究现状综述 1

1.4本文研究方法介绍 2

2用户评价信息特征分析 2

2.1评价内容的构成要素 2

2.2评价情感倾向识别 3

2.3评价可信度评估方法 3

3用户评价对决策影响机制 4

3.1消费者信任建立过程 4