CAJ | 학술논문

基于消费者心理学、霍夫兰德说服模型和大学生心理，通过文献研究法和调查问卷法，研究消费者在网购方面的涉入度、评论数量、评论内容和质量、评论者资信度、价格折扣以及消费者接受淘宝网在线评论程度与带来的影响，其结果显示：评论者资信度与因变量无显著相关性，其他自变量均对消费者接受淘宝网在线评论程度则具有显著正面影响。研究消费者接受淘宝在线评论的影响因素，有利于消费者对自己行为有更深了解，以己推人，在购买商品后，知道如何给出更有效的参考评论；而对商家而言，根据在线评论预测销售，可及时采取有效战略措施，加强虚拟网络中人与人之间的沟通，让消费者对商品有更全面的了解，从而适当削弱柠檬市场效应。
기우소비자심이학、곽부란덕설복모형화대학생심리，통과문헌연구법화조사문권법，연구소비자재망구방면적섭입도、평론수량、평론내용화질량、평론자자신도、개격절구이급소비자접수도보망재선평론정도여대래적영향，기결과현시：평론자자신도여인변량무현저상관성，기타자변량균대소비자접수도보망재선평론정도칙구유현저정면영향。연구소비자접수도보재선평론적영향인소，유리우소비자대자기행위유경심료해，이기추인，재구매상품후，지도여하급출경유효적삼고평론；이대상가이언，근거재선평론예측소수，가급시채취유효전략조시，가강허의망락중인여인지간적구통，양소비자대상품유경전면적료해，종이괄당삭약저몽시장효응。
Based on consumer psychology, Holvland Persuasion Model and college student psychology, a study is conducted regarding consumer online involvement;review quantity, content and quality;credibility of the reviewers;price discount;the consumer acknowledg-ment degree of online reviews and the influences. The conclusion is that reviewer credibility has no prominent correlation with dependent variables;other independent variables exert remarkable and positive influences to the acknowledgment. The study is conducive to con-sumer understanding of the purchase behavior and giving more efficient reviews. On the other hand, sellers could anticipate the sales ac-cording to the online reviews and take effective measures to enhance interpersonal communication in a virtual network, making consumers fully understand the commodities, so as to lessen the lemon effect to some extent.