摘要
研究消费者网购评论动机能够有效了解消费者的网购体验及反馈行为,也有助于促进网购平台功能和服务的优化。基于口碑传播动机和顾客感知价值等研究,提出网购评论动机不同于网络口碑动机。在对消费者进行深度访谈后归纳了网购评论动机待验证的众多维度。预调查之后展开正式调查并收集了数据。应用探索性因子分析、验证性因子分析及多元回归方法,明确了网购评论动机的7个维度,并探讨了感知价值对其它动机维度的影响。这为网络企业或平台构建、完善消费者评论体系提供了有益参考。
The motives of consumers’ online reviews are in lack of discussion;and the role of perceived value and price fairness perception has less investigation.Based on e-WOM motivation and customers’ perceived value, motives of online reviews should be regarded as different from that of e-WOM. Thus, in-depth interviews of online consumers are applied and potential dimensions of these motives are outlined.Formal survey is made and data are collected after pilot survey. Exploratory factors analysis, confirmatory factor analysis, and multiple regression method are implemented. Finally, seven dimensions of motives are confirmed and the impacts of perceived value are also discussed. The findings provide online vendors or platforms with useful reference to construct or improve consumers’ online reviews mechanism.
作者
王嵩
叶强
胡仕成
Wang Song;Ye Qiang;Hu Shicheng
出处
《价格理论与实践》
CSSCI
北大核心
2018年第6期122-125,共4页
Price:Theory & Practice
基金
国家自然科学基金项目(71532004)
山东省自然科学基金(ZR2016GM08
ZR2016FM27)
中国博士后科学基金面上资助(2015M581459)的部分成果
关键词
网络购物评论
动机理论
感知价值
探索性因子分析
验证性因子分析
Online shopping reviews
Motivation theories
Perceived value
Exploratory factor analysis
Confirmatory factor analysis
