摘 要随着网络购物的迅速发展，网络购物已经成为人们生活中的重要内容，消费者在网购中可以利用在线评论平台对所购买产品的经验进行交流。消费者可以通过查看网络评论来对所要购买商品进行重新认识。本文在研究过程中通过对相关理论研究的基础上，通过实证研究的方式，在已有模型的基础上，利用不同的角度以及增加变量的方式，对具有情感倾向的在线评论对消费者购买意愿的影响进分析和研究，同时以信任作为中介变量，丰富了建构模型，得出信任的中介效用，并利用模型和假设分析了影响消费者的购买机制，为了研究在线评论情感倾向对消费者购买决策产生的影响作用，由将在线评论分为五个维度进行深入分析，并假设各个维度对消费者购买决策产生显著性影响。通过设计问卷的方式，并对问卷收集数据利用统计学分析，从研究结构证实和检验了本文的假设，并且证明了各变量和信任之间存在关联性，最后提出自己的建议。关键词：在线评论；情感倾向；网络购物；信任；消费者购买决策AbstractWith the rapid development of online shopping, online shopping has become an important part of people's life. In online shopping, consumers can use online comment platform to exchange experience of products they buy. Consumers can review online reviews to re understand what they want to buy. Through literature research and empirical research, on the basis of existing models, using different perspectives and ways of increasing variables, this paper analyzes and studies the influence of online comments with emotional inclination on consumers' purchase intention, and obtains the intermediary utility of trust, and analyzes the purchase mechanism that affects consumers by using models and hypotheses. In the research, this paper tests the Suppose, and prove the relevance between variables and trust, and finally put forward my own suggestions.Key words ： online review; emotional tendency; online shopping; trust; consumer purchase decision第 1 章 绪论1.1 选题背景我国的科技水平在不断的进步和发展，网络在生活中已经必不可少。而网络购...
