网购购物普遍化进程的加快，使得在线评论在潜在消费者进行商品选择乃 至决策中的地位随之上升。但如何让消费者在错综复杂的网上交易评论中感知 到价值，并有兴趣阅读和投入时间在这些评论上，继而将有价值的信息同自身 能力相匹配，实现对产品的掌控，满足自我效能感，提升消费者消费信心，最 终提升其购买意愿，是商家亟待解决的重要问题。因此，本文从消费者驾驭能 力和涉入度双视角来研究在线评论感知有用性对购买意愿的影响，探究这两者 交互作用下在线评论感知有用性对购买意愿的影响，并在此基础上探究企业如 何通过引导评论，提升在线评论感知有用性，进而提升消费者购买意愿。 本文首先通过对能力理论、认知理论、学习理论等的梳理，从过程导向视 角提出消费者驾驭能力的概念，针对其形成的复杂的渐进式过程来分析内涵和 构成要素，并利用因子分析法，借助SPSS和AMOS等工具验证其构成及测量 量表的合理性。其次，基于技术接受模型提出了在线评论感知有用性对购买意 愿影响的理论模型，从消费者主观导向视角出发，引入消费者驾驭能力和消费 者涉入度两个调节变量，依据精细加工可能性模型和涉入度理论提出研究假设， 通过发放问卷收集数据，并将收集到的数据运用SPSS22.0和AMOS22.0进行 因子分析、相关性分析和回归分析等来验证相关假设。 本文的研究结果表明，在线评论感知有用性显著正向影响购买意愿。消费 者涉入度的调节作用显著，即消费者涉入度高时，其购买意愿显著高于消费者 涉入度低时的购买意愿。消费者驾驭能力包括鉴别能力、调节能力、认知能力、 学习能力、运用能力和掌控能力六个维度，其中鉴别能力、认知能力、学习能 力和运用能力的调节作用显著，即鉴别能力高时，其购买意愿显著高于鉴别能 力低时的购买意愿；认知能力高时，其购买意愿显著高于认知能力低时的购买 意愿；学习能力高时，其购买意愿显著高于学习能力低时的购买意愿；运用能 力高时，其购买意愿显著高于运用能力低时的购买意愿。同时在线评论感知有 用性、消费者驾驭能力和消费者涉入度三因素的交互作用显著。 关键词：在线评论感知有用性，购买意愿，消费者驾驭能力，消费者涉入度 II Abstract Theaccelerationofthegeneralizationprocessofonlineshoppinghasmade onlinereviews'positioninpotentialconsumers'productselectionand decision-makinganincrease.Buthowtomakeconsumersperceivevalueinintricate onlinetransactionreviews,andareinterestedinreadingandinvestingtimeinthese reviews,andthenmatchingvaluableinformationwiththeirownabilitiestoachieve productcontrolandsatisfyself-efficacytoenhanceconsumerconfidencein consumptionandultimatelyincreasetheirwillingnesstopurchaseisanimportant issuethatbusinessesneedtosolveurgently.Therefore,thisthesisstudiestheimpact ofonlinecommentperceptionusefulnessonpurchaseintentionfromadual perspectiveofconsumerdrivingabilityandinvolvement,andexplorestheeffectof onlinecommentperceptionusefulnessonpurchaseintentionundertheinteractionof thetwo,andonthisbasisexplorehowcompaniescanincreasetheperceived usefulnessofonlinereviewsbyguidingreviews,therebyincreasingconsumers' willingnesstobuy. Thisthesisfirstlyputsforwardtheconceptofconsumercontrolabilityfromthe process-orientedperspectivebycombingthetheoryofability,cognition,learning, etc.,andanalyzestheconnotationandconstituentelementsofthecomplexand progressiveprocessofitsformation,andusesfactoranalysis,withthehelpoftools suchasSPSSandAMOStoverifytherationalityofitscompositionand measurementscale.Secondly,basedonthetechnologyacceptancemodel,a theoreticalmodeloftheimpactofperceivedusefulnessofonlinereviewson purchaseintentionisproposed.Fromtheperspectiveofconsumersubjective orientation,twoadjustmentvariablesofconsumercontrolabilityandconsumer involvementareintroduced,basedonthepossibilityoffineprocessingThemodel andinvolvementtheoryproposeresearchhypotheses,collectdatabyissuing questionnaires,anduseSPSS22.0andAMOS22.0toconductfactoranalysis, correlationanalysis,andregressionanalysistoverifyrelevanthypotheses. Theresultsofthisthesisshowthattheperceivedusefulnessofonlinereviews significantlypositivelyaffectspurchaseintention.Theadjustmenteffectof III consumerinvolvementissignificant,thatis,whentheconsumerinvolvementishigh, thepurchaseintentionissignificantlyhigherthanthatwhentheconsumer involvementislow.Consumercontrolabilityincludessixdimensions:identification ability,adjustmentability,cognitiveability,learningability,operatingabilityand controlabilityhavesignificantadjustmenteffects,thatis,whentheidentification abilityishigh,theirpurchaseintentionissignificantlyhigherthanthatwhenthe identificationabilityislow;whenthecognitiveabilityishigh,theirpurchase intentionissignificantlyhigherthanwhenthecognitiveabilityislow;whenthe learningabilityishigh,theirpurchaseintentionissignificantlyhigherthanthe learningabilityislow;whentheoperatingabilityishigh,theirpurchaseintentionis significantlyhigherthanwhentheoperatingabilityislow.Atthesametime,the interactionbetweentheperceivedusefulnessofonlinereviews,consumerdriving abilityandconsumerinvolvementissignificant. KeyWords:PerceptualUsefulnessofOnlineReviews，PurchaseIntention， CustomerControl，Consumerinvolvement IV 目录 摘要............................................................................................................................I Abstract.......................................................................................................................II 目录.........................................................................................................................IV 第1章绪论.................................................................................................................1 1.1研究目的与意义............................................................................................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....................................................................................3 1.2.1在线评论感知有用性的相关研究.....................................................3 1.2.2购买意愿的相关研究.........................................................................5 1.2.3认知及学习能力的相关研究.............................................................6 1.2.4消费者涉入度的相关研究.................................................................7 1.2.5文献述评.............................................................................................8 1.3研究内容与研究方法....................................................................................8 1.3.1研究内容.............................................................................................8 1.3.2研究方法.............................................................................................9 1.3.3技术路线............................................................................................11 第2章相关概念界定和理论研究...........................................................................12 2.1在线评论感知有用性的研究......................................................................12 2.1.1在线评论感知有用性的概念...........................................................12 2.1.2在线评论感知有用性的测量...........................................................13 2.1.3研究结论...........................................................................................13 2.2消费者驾驭能力的研究..............................................................................13 2.2.1消费者驾驭能力的概念界定...........................................................14 2.2.2消费者驾驭能力的内涵分析...........................................................14 2.2.3消费者驾驭能力的构成要素研究...................................................16 2.2.4消费者驾驭能力构成要素的数据来源...........................................18 2.2.5消费者驾驭能力构成要素的实证检验...........................................20 V 2.2.6研究结论...........................................................................................23 2.3消费者涉入度的研究..................................................................................24 2.3.1消费者涉入度的概念................