酒店网络评论内容特征对消费者购买意愿的影响——基于时间距离和社会距离情景的实验研究  

Impact of Hotel Online reviews Referring to Alternative Customer Benefits on Purchase Intention:Experiments based on Temporal Distance and Social Distance Scenarios

作　　者：张梦[1] 杨颖[1] 叶作亮[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都610074

出　　处：《旅游学刊》2012年第11期97-104,共8页Tourism Tribune

基　　金：国家自然科学基金(70801050);西南财经大学实验经济学课题资金(10EELC05);中央高校基本科研业务费专项资金(JBK120109)共同资助~~

摘　　要：网络评论影响消费者决策,其中,评论内容对消费者购买意愿有重要影响。文章基于解释水平理论,将网络评论分为体现工具性利益和体现认同性利益两类评论,以酒店网络评论为例,通过实验研究了这两类评论在不同时间距离和社会距离情景下对消费者购买意愿的影响。结果表明,时间距离上的远期消费者购买意愿受认同性评论的影响更显著,近期消费者购买意愿受工具性评论的影响更显著;与评论发布者社会距离远的消费者购买意愿受认同性评论影响更显著,与评论发布者社会距离近的消费者购买意愿受工具性评论影响更显著。文章为研究在线消费者决策提供了理论基础,为企业制定在线信息管控机制和网络营销策略提供了方法指导。Study on the influence of online reviews is of both theoretical and practical importance for understanding consumer purchase behaviors.In the current study,two experiments were conducted to test the hypothesis that the effect of temporal and social distances mediate the impact of online reviews on purchase intention.Experiment 1 adopted a 2（between-group： distant vs.near future）×2（in-group： reviews referring to identity vs.instrumental benefits） mixed design.We manipulated time distance by telling the participants who were in near future condition to imagine choosing a hotel tomorrow,and the participants who were in distant future were told to imagine choosing a hotel one year later.The results from ANOVA indicated that online reviews correspondent to identity benefit were more influential on consumers＇ distant future purchasing intention than near future purchasing intention;whereas online reviews correspondent to instrumental benefit showed contrary effect.Experiment 2 adopted a 2（between-group： far vs.close social distance） ×2（in-group： reviews referring to identity vs.instrumental benefits） mixed design.We manipulated social distance by telling the participants who were in far social distance that the reviewer was a retired person aged 65（different to participants）,and the participants who were in close social distance were told that the reviewer was an undergraduate student aged 22（similar to participants）.The results from ANOVA show that the significant impact of online reviews referring to identity benefit on consumers who were far from the reviewers（versus close to） in terms of social distances. Taken together,the results from the two experiments supported the hypotheses that the effect of temporal and social distances mediate the impact of online reviews on purchase intention.The findings of this study not only pave the way for further research into the impacts of online reviews on consumer behaviors,but also have implication for marketing practices.

关 键 词：网络评论 认同性利益 工具性利益 解释水平理论 时间距离 社会距离 

分 类 号：F719[经济管理—产业经济] F274F224