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题名	移动电商问答口碑对消费者行为意愿的影响 ——以京东问答为例
作者	丁敬群
答辩日期	2021-01
文献子类	硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	陈毅文
关键词	移动电商问答 京东问答 社会性影响 采纳意愿 购买意愿
学位名称	理学硕士（同等学力硕士）
其他题名	The influence of mobile e-commerce Q & A word-of-mouth on consumers' behavior intention ——Take Jingdong Q & A as an example
学位专业	应用心理学
中文摘要	Web review can dispel some concerns of consumers about online shopping . However, the behavior of faking web review occurs frequently. E-commerce companies such as JDcom, Taobao, and NetEase Kaola have opened questions and answers (Q&A) function successively, which makes up for the shortcomings of web review to a large extent through more accurate buyer WOM strategy. As new development of electronic word-of-mouth (eWOM), social word-of-mouth (sWOM) with dynamic effects plays an important role in e-commerce platform. The social word-of-mouth formed by online Q&A has become a new reference for consumers before making decisions. Most of the existing literatures have studied online reviews based on electronic word of mouth.However, few scholars have explored the application of e-commerce questions and answers (Q&A) based on sWOM. The author of this thesis takes JDcom Q&A as example, establishes conceptual model by integrating elaboration theory and technology acceptance model theory. The purpose of this thesis is to explores the influence and influence mechanism of the mobile terminal - JDcom Q&A function on the behavioral intention of users.Firstly,the research model was proposed based on much literature research and case analysis, then the pretest of reliability and validity analysis was held to form the formal scale and questionnaire.Two studies were conducted in our thesis. Study one is a questionnaire suvey, and from it we found that information support, information quality and the professionalism ultimately affect the behavioral intention of users by influencing perceived usefulness and perceived credibility of consumers.Research 2 is based on Research 1, and conducts experimental research through situation simulation.All the hypotheses were verified.The result shows that the social information characteristics of mobile e-commerce Q&A influence the behavioral intention of consumers through the mediating effect of perceived usefulness and perceived credibility of consumers.The basic mode of e-commerce Q&A is that consumers take the initiative to ask questions and the system recommends other consumers who have purchased the product to answer the questions. Combining ELM theory, TAM theory and social influence factors, the author of this thesis proposes the internal mechanism of mobile e-commerce Q&A affecting the behavior intention of consumers: before consumers make purchase decisions, they evaluate the attribute of mobile e-commerce Q&A information, the scenario of Q&A and the process of Q&A to form their perception of sWOM credibility and usefulness which ultimately affects their adoption intention or purchase intention.
英文摘要	网络评论可以打消消费者在线购物的一些顾虑，然而网络刷评论的行为经常发生。京东网、淘宝网以及网易考拉等电子商务平台陆续开通了问答功能，通过更加精准的买家口碑式策略，很大程度上弥补了评论的缺陷。具有动态效应的社交口碑作为电子口碑的新发展，在电商平台发挥着重要的作用。在线问答形成的社交口碑成为消费者决策前的参考新途径。已有文献大多研究基于电子口碑的在线评论，然而却很少探讨基于社交口碑的在线问答应用。本文作者以京东问答为例，通过阐述理论和技术接受模型理论建立概念模型。本研究旨在探讨移动端京东问答功能对用户的行为意愿的影响及影响机制。 本研究首先进行了大量的文献检索,在前学者的研究基础上,结合实例分析，构建了本文的假设模型,并对各变量进行了定义和测量接着通过预测试分析,通过信效度分析筛选检测项目并形成最终问卷。本文包含两个正式研究:研究一通过问卷的调研分析,证实了信息支持、信息质量和回答者专业性,通过影响消费者的感知有用性和感知可信度,最终影响用户的决策意愿。研究二在研究一的基础上,通过情境模拟进行实验研究,所有假设均被验证。 结果表明，移动电商问答的社会信息特征通过消费者感知的有用性和可信度的中介作用，对消费者的行为决策意愿产生影响。电商问答的基本模式是消费者主动提问，系统推荐给购买过该商品的其他消费者给予解答。结合ELM 理论和TAM 理论，及社会影响因素，本研究提出移动电子商务问答影响消费者行为意愿的内在机制: 消费者购买决策前，对移动电子商务问答信息属性、问答的情境以及问答过程等因素进行评估的基础上，形成对社会口碑可信度和有用性的感知，最终影响消费者采纳意愿或购物意愿。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41673]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	丁敬群. 移动电商问答口碑对消费者行为意愿的影响 ——以京东问答为例[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2021.

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