摘要近年来，网上购物越来越被大众所接受，更多的网上购物平台出现在观众的视线中。网上购物不同于传统的购物，可以看得见、摸得着产品，所以消费者会感到更大的风险。那么，怎样让消费者在网购过程中变得更放心，是一个网站及卖家生存的奠基。本次研究，从在线评论这个角度切入，希望可以在网络市场上建立信任，减少消费者的感知风险。旨在指导网店店主或在线评论网站制定有针对性的评论机制。44065

本文从实证的角度出发，研究在线评论对消费者网上购买决策的影响。针对目前在线评论对消费者网购过程中的风险感知，提出了六大假设，并探究感知风险对网购决策的影响，提取与其联系密切的五大因子。

通过对调查问卷所获得的数据，利用SPSS17.0和Minitab16进行信度和效度检验，以及描述性统计分析、相关分析和回归分析，验证研究假设，然后分析感知风险的中介作用，最后得到分析结果，提出合理的建议,优化现有网购平台的在线评价机制，从而指导与调整商家经营，提高消费者的网购决策效率。

In recent years, online shopping is accepted by the public, more online shopping platforms come into our sight. Online shopping is different from traditional shopping that people can see and touch the products, so consumers will perceive more risk. How to keep consumers to become more assured in the online shopping process is the founder of a website and sellers to survive. In this study, I would like to build confidence in E-commerce market and reduce the risk that consumers may concept by online reviews. This article aims at guiding shop owners or online review sites to make the effective review mechanism.

This thesis showed the affections on online reviews to consumers ' online purchasing decisions by using of empirical approach. According to the present online reviews of consumer risk perceptions in the online shopping process, made six major assumptions. In order to explore the impact risk in online shopping decisions, extract five factors which are associated with online shopping.

The hypotheses were approved by using the data obtained through the questionnaire and using software SPSS17.0 and Minitab16 to make reliability test and validity analysis by using the following analysis of factors, descriptive statistics, correlation, ANOVA, support vector regression. And then analyze the mediating role of perceived risk. Finally, got results and made reasonable recommendations which apply for the domestic internet retailers and platforms.

毕业论文关键词：在线评论；感知风险； 购买决策；评价机制

Keyword: Online Reviews；Perceived Risk；Shopping Decisions；Evaluation mechanism 

目    录

1 引言 5

1.1研究背景与意义 5

1.2 研究的内容 5

1.3研究方法 6

1.4 技术路线 6

1.5 本文创新点 7

2 文献综述 8

2.1消费者感知风险的相关研究 8

2.2口碑、在线口碑、在线客户评论的相关研究 9

2.3消费者购物决策相关研究 9

2.4在线评论对网购决策影响的相关研究 10

2.5感知风险在在线评论对消费者购买决策中的影响的相关研究 10

2.6研究综述总结