网络评论对大学生消费行为的影响研究摘要随着社会科技的进步，人们对新事物发展的认可和接受程度越来越高，甚至人们越来越依赖于网络购物，物流到家这种便利的消费模式，2018年网络购物用户规模达6.39亿，较2018年底增长2871万，占网民整体的74.8%，在全民网购的趋势下，随着而来的是电商行业里涌现更多的商家，竞争也越来越激烈，对于商家来说，如何能掌握消费者的真实需求以及内心想法成为了他们调整经营策略的重要风向标之一。而网络评论是最能体现消费者真实想法的信息，也是消费者购物之前重点关注的参考之一，因此研究网络评论对消费者行为影响的内在机制，可以帮助更多的电商商家有针对性的制定有效策略来吸引更多的客户。本文主要对网络评论的内涵，特点以及消费者行为进行分析，向广大大学生消费者发放问卷收集数据进行分析，并且重点研究感知风险、评论特征、购买意愿相互的影响关系，最后为电商商家提出能够降低顾客感知风险并提高正向评论的策略。为其了解消费者的真实需求提供方法论的指导。关键词：网络评论；感知风险；大学生消费者行为；策略Researchontheinfluenceofonlinecommentsoncollegestudents'consumptionbehaviorAbstractWiththeprogressofsocialscienceandtechnology,people'srecognitionandacceptanceofthedevelopmentofnewthingsaregettinghigherandhigher,andevenpeoplearemoreandmoredependentontheconvenientconsumptionmodeofonlineshopping,logisticshome.In2018,thenumberofonlineshoppingusersreached639million,anincreaseof28.71millioncomparedwiththeendof2018,accountingfor74.8%ofthetotalInternetusers.Inthetrendofonlineshoppingforall,withthecomingofe-commerceindustry,moreandmorepeopleareemergingWithmoreandmorebusinesses,thecompetitionisbecomingmoreandmorefierce.Forbusinesses,howtomastertherealneedsandinnerthoughtsofconsumershasbecomeoneoftheimportantweathervaneforthemtoadjusttheirbusinessstrategies.Onlinecommentistheplatformthatcanbestreflecttherealideasofconsumers,andalsooneofthereferencesthatconsumersfocusonbeforeshopping.Therefore,studyingtheinternalmechanismoftheimpactofonlinecommentonconsumerbehaviorcanhelpmoree-commercebusinessestoformulateeffectivestrategiestoguidethecommentcharacteristicsofonlinecomment,soastoattractmorecustomers.Thispapermainlyanalyzestheconnotation,characteristicsandconsumerbehaviorofonlinereviews,andfocusesontherelationshipamongperceivedrisk,commentcharacteristicsandpurchaseintention.Finally,itproposesstrategiesfore-commercebusinessestoreducecustomerperceivedriskandimprovepositivereviews.Toprovidemethodologicalguidanceforthemtounderstandtherealneedsofconsumers.Keywords:onlinereview;perceivedriskConsumptionbehaviorofCollegeSt