网络水军言论如何左右你的购买意愿  

How Do Paid Posters' Comments Affect Your Purchase Intention

作　　者：郑春东[1] 韩晴[1] 王寒[2] 

机构地区：[1]天津大学管理与经济学部 [2]天津大学心理研究所

出　　处：《南开管理评论》2015年第1期89-97,共9页Nankai Business Review

基　　金：国家自然科学基金项目(71072154)资助

摘　　要：为了考察网络水军言论对消费者购买意愿的影响机理,在借鉴网络口碑及在线评论相关研究基础上,本文将网络水军的言论属性分为言论数量、言论质量、文本相似度以及时间集中程度四个维度,并结合消费者对网络水军言论的感知有用性、感知专业性以及感知风险建立消费者购买意愿的影响模型。实证结果表明,网络水军言论的确会对消费者的购买意愿产生显著影响,并且正面的网络水军言论与负面的网络水军言论影响机理不同,即在不同情感倾向的言论环境中,消费者对网络水军言论的各个属性感知程度不同,进而影响了其购买意愿。Paid posters are a group of professionals who hired by public relation company and try to win public attention for their clients or attack clients＇ competitors through releasing a large number of posts in social websites. Some hot social events have proven that paid posters＇ comments will have a tremendous impact on consumer＇s behavior decision. However, related research on paid posters is still in the initial stage. In order to investigate the influence mechanism between paid posters＇ comments and consumer＇s purchase intention, based on relevant researches on online word of mouth and online comments, this paper divides the attributes of paid posters＇ comments into four dimensions （the quantity, the quality, the similarity degree and the time concentration degree） through the method of expert interview and questionnaire survey. Connecting with consumer＇s perceiwd usefulness, perceived expertise and perceived risk for paid posters＇ comments; a new model is proposed to illustrate how paid posters＇ comments influence consumer＇s purchase intention. Final empirical results show that all attributes of paid posters＇ comments （the quantity, the quality, the similarity degree and the time concentration degree） indeed have significant effect on consumer＇s purchase intention through influencing their perception of these speech information. Additionally, the influence mechanism between paid posters＇ positive comments and negative ones is different. That is to s~,y, in the speech environment of different emotional tendency, consumer＇s perception of the paid posters＇ comments attributes is different and will affect the purchase intention in the end. It is worth pointing out that whether in positive or negative speech environment, the quality of comments always play the most important role in affecting consumer＇s purchase intention which indicates that sellers hire cheap paid posters to release comments with low quality will reduce consumer＇s purchase intention on the contrary. Therefor

关 键 词：网络水军 网络口碑 消费者感知 购买意愿 

分 类 号：F724.6[经济管理—产业经济] F713.55