中文摘要：

以执行意向理论为基础,利用文本挖掘技术和社会网络分析方法对网购评论行为反应模式进行了初步探索。研究发现：驱动网购评论行为的因素按影响由大到小依次为网购体验、感觉与知觉、商品细节、包装品质、时间感知、色彩偏好、空间转移、价值让渡、人际网络、口碑传播、环境感知、情绪反应和决策行为等;网购目标导向体现为实用、享乐、速度、社交、让利、炫耀、情感、忠诚、分享、推荐和认同导向等行为目标,以及在其刺激下表现为抱怨、焦虑、紧张、愉悦感、恐惧感、情绪起伏、行为忠诚、口碑传播等网购行为反应;深入分析网购评论行为反应的6个主要过程及行为结果,为多学科交叉研究提供了一种可借鉴的方法。

英文摘要：

Based on the theory of implementation intentions,this paper explored initially behavior reaction mode of online shopping commentary by the technology of text mining and social network analysis. Result show that,the driving factors of online shopping comment behavior of the order from big to small in turn was online shopping experience,sensation and perception,details of goods,packaging quality,time perception,color preference,space transfer,value delivery,interpersonal network,word-of-mouth,environmental perception,emotional reaction and decision-making behavior,etc.. Types of online shopping goal oriented included practical,enjoyment,speed,social,benefit,self-display,emotion,loyalty,sharing,recommend and identity orientation etc. Online shopping behavior response showed that the sense of joy,fear,mood swings,behavior loyalty,word-of-mouth,complain,anxiety and tension was in its stimulus. The depth analysis of the six major behavioral reaction processes on online shopping reviews and its results provided a useful method for multidisciplinary research.