Study on the Impact of Experiential Products' Online Reviews on College Students' Purchasing Intention a Case Study of Taobao.com

Proceedings of the 2018 2nd International Conference on E-Education, E-Business and E-Technology Pub Date : 2018-07-05 DOI:10.1145/3241748.3241750

J. Wang, Kai Xiong

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引用次数: 1

Abstract

With the development of Internet and e-commerce, online shopping has become one of the main consumption ways. In recent years, effects of online reviews for consumer consumption intention and consumer decision-making are the research focus of many scholars at home and abroad. In this paper, taking taobao.com as an example, the research of four dependent variables influencing on college students' consumption intention, namely the quality of online reviews, the emotional tendencies of online reviews, number of pictures of online reviews and online commentators' credit of online reviews, is implemented by the questionnaire. Research shows that the number of online reviews and the picture quality of online reviews have a positive impact on students' consumption intention, and emotional tendencies and online commentators' credit have not a positive impact on college students' consumption intention. In view of the research conclusion, this paper finally puts forward some feasible suggestions for Taobao.com platform.

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体验产品在线评价对大学生购买意愿的影响研究——以淘宝网为例

随着互联网和电子商务的发展，网上购物已经成为人们主要的消费方式之一。近年来，网络评论对消费者消费意愿和消费者决策的影响是国内外众多学者的研究热点。本文以淘宝网为例，采用问卷调查的方式，研究影响大学生消费意愿的四个因变量，即网络评论的质量、网络评论的情感倾向、网络评论的图片数量和网络评论者对网络评论的信任度。研究表明，网络评论的数量和网络评论的图片质量对大学生的消费意愿有正向影响，情感倾向和网络评论者的信用对大学生的消费意愿没有正向影响。根据研究结论，本文最后为淘宝网平台提出了一些可行的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 2018 2nd International Conference on E-Education, E-Business and E-Technology

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