电商经济起始于淘宝，兴旺于京东，至今已有近 20 年发展时间。蘑菇街以女 性消费者为目标，又结合腾讯系的微信和 QQ 两大社交媒体，具备垂直电商和社 交电商两大特征。在电商市场竞争愈发激烈的今天，电商企业从最初的靠价格低 来吸引客户，到后来的以质量求发展，再发展到通过服务来培养忠诚客户之后， 目前已经发展到了声誉竞争时期。 本文以蘑菇街平台伊人美妆网店为研究对象，选取了商品展示、成交信息、 开店时间、口碑情况、客服沟通、达人推荐、售后服务等 7 个网店声誉驱动因素。 通过问卷调查和因子分析，将 7 个网店声誉驱动因素合并成商品展示、口碑情况、 达人推荐和商家服务 4 个关键因素，分析了此 4 个网店声誉的驱动因素其对消费 者购买意愿的影响。相关分析表明，4 个网店声誉驱动因素与体现购买意愿的收藏 量、分享量、购买量 3 个变量之间均具有一定的正相关关系。通过回归分析可以 看出，商品展示是唯一一个对消费者收藏量、分享量、购买量都存在重大影响的 驱动因素；口碑情况对收藏量这一消费行为有重要影响；达人推荐对分享量这一 消费行为有重要影响；商家服务对购买量这一消费行为有重要影响。 本文的研究结论可以为伊人美妆网店声誉建设提供理论指导，提升店铺核心 竞争力，提高消费者购买意愿，使网店获得更好的销售业绩；立足于改善商品展 示、口碑情况、达人推荐和商家服务此 4 个声誉驱动因素，以促进店铺商品销售； 提出了“精选优质产品 提升口碑竞争力”、“选育时尚达人 提升消费号召力”、“维 护店铺粉丝 提升服务软实力”等三条对策。本文仅对蘑菇街平台的美妆市场进行 了网店声誉的研究，在未来，可以扩展研究行业的类别，扩展电商平台的覆盖面， 使得研究结论更加具有广适性，更加科学。 关键词，网店声誉；消费者；购买意愿；蘑菇街美妆II Abstract E-commerce economy started from Taobao and flourished in Jingdong. It has been developing for nearly 20 years. Mushroom Street aims at female consumers, and combines the two major social media of Tencent, namely, Weixin and QQ. It has two characteristics: vertical e-commerce and social e-commerce. In today's increasingly fierce market competition, e-commerce enterprises from the initial low price to attract customers, to the later development of quality, and then to cultivate loyal customers through service, has now developed into a period of reputation competition. In this paper, the Mushroom Street Platform Yiren Beauty Online Shop is taken as the research object. Seven factors are selected to drive the reputation of online stores, such as commodity display, transaction information, store opening time, word of mouth, customer service communication, recommendation and after-sales service. Through questionnaire survey and factor analysis, seven factors driving online store reputation, such as commodity display, transaction information, store opening time, word-of-mouth situation, customer service communication, recommendation and after-sales service, are merged into four key factors: commodity price ratio, word-of-mouth situation, recommendation and business service. The four factors driving online store reputation are analyzed. The influence of factors on consumers' purchase intention. The correlation analysis shows that there is a positive correlation between the four factors driving online store reputation and the three variables of collection, share and purchase that reflect purchase intention. Through regression analysis, we can see that the price-performance ratio of commodities is the only driving factor that has a significant impact on the amount of collection, share and purchase of consumers; word-of-mouth situation has an important impact on the amount of collection; recommendation has an important impact on the amount of sharing; business services have an important impact on the amount of purchase. Consumer behavior has an important impact. The conclusion of this study can provide theoretical guidance for the reputation construction of Iraqi cosmetics online store, enhance the core competitiveness of the store, enhance the willingness of consumers to buy, and make the online store achieve better sales performance; based on improving the four reputation driving factors of commodity price ratio, word of mouth, recommendation and business services, in order to promote the store. Commodity sales; put forward select high-quality products to enhance word-of-mouth competitiveness, select fashion talent to enhance consumerIII appeal, maintain shop fans to enhance service soft power and other three countermeasures. In the future, we can expand the category of research industry, expand the coverage of e-commerce platform, and make the research conclusions more extensive and scientific. KEYWORDS: Seller's reputation; Consumer；Purchase intention; Mushroom street beautyMBA 硕士论文 - I - 目 录 摘要................................................................................................................................I Abstract.............................................................................................................................II 1.1 研究背景....................................................................................................................1 1.2 研究意义....................................................................................................................1 1.2.1 理论意义.........................................................................................................1 1.2.2 实践意义.........................................................................................................1 1.3 国内外研究现状........................................................................................................2 1.3.1 电商声誉研究现状.........................................................................................2 1.3.2 购买意愿研究现状.........................................................................................4 1.4 研究内容和技术路线................................................................................................5 1.5 研究方法....................................................................................................................8 1.5.1 文献研究法.....................................................................................................8 1.5.2 访谈法.............................................................................................................8 1.5.3 问卷调查法.....................................................................................................8 1.5.4 统计分析法.....................................................................................................8 第 2 章 概念界定和相关理论基础.................................................................................9 2.1 概念............................................................................................................................9 2.1.1 消费者购买意愿.............................................................................................9 2.1.2 社交电商店铺声誉概述............................................................................... 11 2.2 理论基础..................................................................................................................15 2.2.1 消费者行为学...............................................................................................15 2.2.2 消费者网络购买行为...................................................................................16 2.2.3 消费者网络购买行为影响因素...................................................................18 2.2.4 网络消费者行为模型...................................................................................19 第 3 章 伊人美妆网店声誉驱动因素分析...................................................................22 3.1 伊人美妆网店现状介绍..........................................................................................22 3.1.1 店铺现状.......................................................................................................22 3.1.2 市场定位.......................................................................................................22 3.1.3 产品介绍.......................................................................................................24 3.1.4 购买意愿现状...............................................................................................25 3.2 伊人美妆网店声誉驱动因素分析与假设..............................................................26 3.2.1 商品展示与购买意愿...................................................................................27 3.2.2 成交信息与购买意愿...................................................................................27伊人美妆网店声誉对消费者购买意愿影响研究 - II - 3.2.3 开店时间与购买意愿...................................................................................28 3.2.4 口碑情况与购买意愿...................................................................................28 3.2.5 客服沟通与购买意愿...................................................................................29 3.2.6 达人推荐与购买意愿...................................................................................29 3.2.7 售后服务与购买意愿...................................................................................30 第 4 章 网店声誉对消费者购买意愿影响研究设计...................................................31 4.1 问卷设计与发放......................................................................................................31 4.2 数据描述性分析......................................................................................................31 4.2.1 样本基本情况...............................................................................................31 4.2.2 样本蘑菇街平台使用情况...........................................................................32 4.3 信度与效度分析......................................................................................................33 4.3.1 信度分析.......................................................................................................33 4.3.2 效度分析和因子分析...................................................................................34 第 5 章 实证分析...........................................................................................................36 5.1 相关分析..................................................................................................................36 5.1.1 网店声誉驱动因素的相关性分析...............................................................36 5.1.2 购买意愿的相关性分析...............................................................................37 5.2 回归分析..................................................................................................................38 5.2.1 网店声誉的驱动因素与收藏量的回归分析...............................................38 5.2.2 网店声誉的驱动因素与分享量的回归分析...............................................41 5.2.3 网店声誉的驱动因素与购买量的回归分析...............................................42 5.3 结果与讨论..............................................................................................................44 5.3.1 收藏行为看口碑...........................................................................................44 5.3.2 分享行为靠推荐...........................................................................................45 5.3.3 购买行为重服务...........................................................................................45 5.3.4 商品展示是根基...........................................................................................45 5.4 对策与建议..............................................................................................................45 5.4.1 精选优质产品，提升口碑竞争力...............................................................45 5.4.2 选育时尚达人，提升消费号召力...............................................................46 5.4.3 维护店铺粉丝，提升服务软实力...............................................................46 第 6 章 研究结论与展望...............................................................................................48 6.1 研究结论..................................................................................................................48 6.2 局限与展望..............................................................................................................48