在线客户评论对消费者购买决策的影响分析【摘要】随着互联网电子商务的飞速发展，网络购物已经为越来越多的人接受，而网上购物已经成为当今网络购物的主流模式，以其成本低、效率高、不受地域时间限制、购物方便快捷等优点而吸引了越来越多个人卖家与买家的参与[1]。由于商家已经充分了解网购消费者对客户评论的需求，越来越多的商家以此进行的营销方式，而导致网络购物环境的恶化。因此为了提供完善客户评论系统的相关意见，加强国内购物平台对在线评论系统的管理和提高消费者如何正确发现和辨别有价值的评论的能力。本研究通过问卷调查法和对网购平台的评论和交易情况进行客观的跟踪调查，分析在线客户评论对交易量的影响，分析在线评论如何影响消费者购买决策。通过调查的结果得出以下结论：在线评论会影响大部分消费者的购买决策，并且将在线评论作为影响购买决策的重要因素；消费者认为店铺或商品的好评少数具有参考价值，差评多数具有参考价值，带有图片的评论最具有参考价值。【关键词】网络购物；在线评论；评论价值；购买决策Analysis of the influence of online customer reviews on consumers' purchase decisions[Abstract]: with the rapid development of Internet e-commerce, online shopping has been accepted by more and more people, However, C2C online shopping has become the mainstream mode of online shopping, which has attracted more and more individual sellers and buyers to participate with its advantages of low cost, high efficiency, not limited by regional time, convenient and fast shopping . As businesses have fully understood the needs of online shopping consumers for customer comments, more and more businesses use this marketing method, which leads to the deterioration of online shopping environment. Therefore, in order to provide relevant opinions on improving customer comment system, strengthen the management of online comment system on domestic shopping platform and improve the ability of consumers to correctly find and identify valuable comments. Through questionnaire survey and object...
