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摘要随着互联网通信技术的迅速发展，网络购物已逐渐成为人们生活中的一种重要的消费方式。而用户在网络上购物之后对于所购产品的在线评价作为一种间接的信息媒介，在很大程度上影响了其他购物者的购物决策。48133
尽管我国的电子商务环境发展迅速，但是学术界对于用户在线评价这种新兴的信息媒体是如何影响购物决策行为的研究还处于不断摸索、不断发展的阶段，因此开展关于在线评价对用户网上购物决策影响的研究就显得任重而道远。本文以淘宝网作为研究对象，通过文献调查法、问卷调查法以及案例分析法等方法，首先针对目前网购过程中所出现的各种问题以及用户的在线评价是如何影响用户的购物决策等问题进行理论分析，然后采用问卷调查与案例分析相结合的方法阐述了在线评价的各个因素对购物决策的影响，建立起在线评价对购物决策的影响评级，进而达到引导消费者理性对待用户在线评价、为卖家提供提高销量以及客户满意度的的参考建议，促进淘宝用户在线平台进一步改进平台服务模式，从而提高平台的可信度。
Abstract：With the rapid development of Internet communication technology, online shopping has gradually become an important life consumption. And after shopping on the Internet for users to evaluate the products purchased online as an indirect information media, largely influenced other shoppers shopping decisions.
Despite the rapid development of China's e-commerce environment, but the academic community for users online evaluation of this new information media is how to influence the decision-making behavior shopping research is still in trial and error, the growing stage, and therefore to carry out on-line evaluation of the users online shopping decisions effect of it is a long way. To Taobao as a research object, through literature survey, questionnaire and case studies and other methods in this article, the first net purchase for the current process of emerging issues as well as the user's online evaluation is how it affects the user's shopping decisions on issues such as theoretical analysis and the use of questionnaires and case study method of combining the various factors on the impact of online shopping decisions on assessment, evaluation of established online shopping decisions affect ratings, thus achieving the guide consumers to rationally deal with users online assessment, for sellers increase sales and customer satisfaction reference recommendations to promote online platform Taobao users a platform to further improve service model, thus improving the reliability of the platform.
毕业论文关键字：网络购物；在线评价；购物决策；影响评级
Keyword：Online shopping; online evaluation; shopping decisions; impact rating
目录
一、引言 5
（一）研究背景和意义 5
1、网络购物的兴起 5
2、网络购物过程中存在的问题 5
（二）研究内容 6
（三）研究意义 6
（四）研究方法 6
（五）技术路线 7
（六）本文的创新点 7
二、文献综述 8
（一）国外研究 8
（二）国内研究 8
(三)国内外研究存在的问题 9
三、用户在线评价对网络购物决策的影响研究