随着当下信息技术的发展以及人们思想观念的改变，网络购物已经成为人 们重要的购物方式，网络口碑对消费者的影响力也在与日俱增。作为网络口碑 的一种，在线评论是消费者对特定产品发表的关于产品或服务的评价，其对消 费者行为的影响十分显著。在线追评是在线评论中重要且关键的一部分，相较 于初次评论更加真实有效。在如今的网络购物环境中，在线追评是消费者在做 购买决策前很关注的一个参考因素，因此也受到平台和商家的重视。准确把握 消费者在线追评的动机和心理，并据此制定相应的营销策略，设计以顾客为导 向的服务，是商家取得网络口碑营销成功的重要保证，也是电商平台进行网上 虚拟社区管理的必要前提。 目前，学者们通过各种理论或实证的方法探讨了消费者进行网络口碑传播 的动机，但尚未对其进行精确的划分，关于在线追评动机的研究尚属空白。本 研究以网络环境为背景，以中国消费者为调研样本，应用扎根理论的思想和研 究工具对消费者在线追评的动机进行质性的研究和分析。采用文献法进行理论 研究，对精细加工可能性模型和技术接受模型相关理论进行回顾总结，在此基 础上提出本文的理论模型。通过问卷调查和实证研究，构建结构方程模型探讨 在线追评动机和追评决策行为之间的关系，分析不同追评动机对追评决策行为 影响的差异，并对假设进行检验，为消费者、商家和平台提出管理启示或建议。 在线追评动机是消费者为实现某个特定目的而发布在线追评的内部动力， 本文通过扎根分析得出在线追评的动机为：情感分享、印象管理、获得奖励、 转卖、帮助他人、信息交流、支持/惩罚商家、与商家互动、促进平台发展和获 得平台支持，其中转卖动机属于在线追评独有。本文通过对模型的检验得出以 下结论：第一，在线追评动机与追评决策行为之间存在正相关关系，其中情感 分享动机、印象管理动机、转卖动机、帮助他人动机、信息交流动机和支持/惩 罚商家动机对追评决策行为影响显著。第二，产品涉入度能有效调节追评动机 与追评决策行为之间的关系，其中产品涉入度显著正向调节情感分享动机、印 象管理动机以及信息交流动机与追评决策行为之间的关系。 关键词：在线追评动机；追评决策行为；产品涉入度 II Abstract With the current development of information technology and the change of people's ideology and concepts, online shopping has become an important way for people to shop, and the influence of online word of mouth on consumers is also increasing. As a type of online word-of-mouth, online reviews are consumer reviews of specific products or services that have a significant impact on consumer behavior. Online additional review is an important and critical part of online comments. It is more authentic and effective than the first review. In today's online shopping environment, online additional reviews are a reference factor that consumers pay close attention to before making purchase decisions, and therefore are also valued by platforms and merchants. Accurately grasp the motivation and psychology of consumers to add online comments, and formulate corresponding marketing strategies accordingly, design customer-oriented services, which is an important guarantee for merchants to achieve online word-of-mouth marketing success, and is a necessary prerequisite for e-commerce platform to manage virtual communities At present, scholars have discussed the motivation of consumers to spread word of mouth through various theoretical or empirical methods, but they have not been accurately divided, and the research on the motivation of online additional reviews is still blank. This study takes the network environment as the background, takes Chinese consumers as the survey sample, and applies qualitative theory and research tools to carry out qualitative research and analysis on the motivation of consumers to add comments online. The existing theories are studied through literature analysis, and related theories such as the elaboration likelihood model and technology acceptance model are reviewed and summarized, and the theoretical model of this paper is proposed on this basis. Through questionnaire survey and empirical research, construct a structural equation model to explore the relationship between the motivation and decision-making behavior of online additional review, analyze the differences in the impact of different motivations on behavioral decision-making, and test hypotheses and make management revelations or suggestions for consumers, businesses and platforms. The motivation of online additional comments is the internal motivation for III consumers to post additional online comments for a specific purpose. This thesis concludes that the motivations of online additional comments are: emotional sharing, impression management, obtaining rewards, reselling, helping others, information Communicate, support / punish merchants, interact with merchants, promote platform development, and obtain platform support. The resale motivation is unique to online additional reviews. This thesis draws the following conclusions by testing the model: First, there is a positive correlation between online additional review motivation and online additional review decision-making behavior, including emotional sharing motivation, impression management motivation, reselling motivation, helping others motivation, information exchange motivation. And the motivation to support / punish merchants has a significant impact on online additional comment decision-making behavior. Second, product involvement can effectively regulate the relationship between online additional review motivation and online additional review decision-making behavior, in which product involvement significantly positively regulates the relationship between emotional sharing motivation, impression management motivation, and information exchange motivation and decision behavior of online additional review. Key words: Online Additional Review Motivation； Decision Behavior of Additional Review；Product Involvement IV 目 录 摘要 ..................................................................................................................... I Abstract ............................................................................................................... II 第1章 导论 ......................................................................................................... 1 1.1研究背景、目的与意义 ......................................................................... 1 1.1.1研究背景 ...................................................................................... 1 1.1.2研究目的 ...................................................................................... 2 1.1.3研究意义 ...................................................................................... 3 1.2国内外相关研究综述 ............................................................................. 4 1.2.1初次评论的相关研究 .................................................................. 4 1.2.2在线追评的相关研究 .................................................................. 5 1.2.3在线评论动机的相关研究 .......................................................... 7 1.2.4消费者行为决策的相关研究 ...................................................... 8 1.2.5产品涉入度的相关研究 ............................................................ 10 1.2.6相关研究述评 ............................................................................ 11 1.3研究内容与研究方法 ........................................................................... 12 1.3.1研究内容 .................................................................................... 12 1.3.2研究方法 .................................................................................... 13 1.3.3技术路线图 ................................................................................ 14 第2章 消费者在线追评动机分析 ................................................................... 15 2.1方法的选择 ........................................................................................... 15 2.2资料的搜集与整理 ............................................................................... 16 2.2.1深度访谈 .................................................................................... 16 2.2.2在线追评文本挖掘与预处理 .................................................... 17 2.3扎根编码过程 ............................