用户评论对产品销量的影响实证研究【摘要】随着科技的不断进步，社会的不断发展，互联网与人们的关系变得越来越紧密。人们不再满足于原有的购物方式，转变为更加便捷的网上购物方式。商家为了满足顾客的需求，便纷纷将自己的店铺搬上了网络。但是在网络上进行购物方便人们生活的同时，也面临着诸多的问题。只要有网络，人们就可以在互联网上畅所欲言。这些言论对于查看网络信息的人们会带来深刻的影响，比如顾客在网上购买商品后留下的在线评论。这些评论有可能对顾客的购买决策带来一定影响，从而影响了商品销量的多少。首先，本文对目前的互联网发展现状，电子商务的发展情况作出简要的阐述。然后，根据在电子商务环境下，用户在线评论对顾客购买决策的影响，从而影响商品销量这一问题，提出模型做出假设。接着针对问题进行分发调查问卷，并对数据进行分析的方式进行研究，最后，得出研究的结果以及建议。【关键字】互联网电子商务在线评论在线口碑购买决策销量StudyOnTheEffectOfTheProductSalesEmpiricalUserReviews[Abstract]Withthecontinuousprogressofscienceandtechnology,thecontinuousdevelopmentofsociety,therelationshipbetweenInternetandpeoplebecomemoreclosely.Peoplearenolongersatisfiedwiththetraditionalwayofshopping,onlineshoppingmoreconvenienttotheway.Businessesinordertomeettheneedsofcustomers,theywillhavetheirownshopstomovethenetwork.Butshoppingisconvenientforpeoplelivinginthenetworkatthesametime,alsofacesalotofproblems.Aslongasthenetwork,peoplecanspeakone'smindfreelyontheinternet.Theseremarksaboutpeopleviewofnetworkinformationwillbringprofoundinfluence,suchascustomerstobuygoodsonthenetafterleavingtheonlinecomments.Thesecommentsmayhaveacertainimpactonthecustomerpurchasedecision,whichaffectshowmuchmerchandisesales.Firstofall,theInternetdevelopmentpresentsituation,thedevelopmentofelectroniccommercetomakeabriefelaboration.Then,basedontheelectroniccommerceenvironment,influencetheuseronlinecommentsonthecustomerpurchasedecision,thusaffectingthecommoditysalesthisquestion,proposedmodelmakeassumptions.Thenaimingattheproblemofdistributingthequestionnaire,andthedataareanalysedbymeansofresearch,finally,theresearchresultsandsuggestions.[Keywords]InternetElectroniccommerceOnlinecommentaryOnlinewordofmouthPurchasedecisionSalesvolume目录引言................................................................4一、绪论.........................................................4（一）研究背景....................................................41.互联网与电子商务的发展........................................42.新型购物方式的出现............................................53.在线口碑的影响................................................5（二）研究问题的提出..............................................6（三）研究问题的意义..............................................7二、理论模型与研究假设..............................................7（一）理论模型....................................................7（二）研究假设....................................................8三、问卷调查与数据分析.............................................10（一）问卷设计...................................................10（二）数据分析...................................................111.描述性统计...................................................112.信度分析.....................................................113.效度分析.....................................................12四、研究结论和建议.................................................13（一）研究结论.............................
