比较型网上产品评论的说服效果研究  

Persuasive Effect of Online Comparative Product Review

作　　者：江晓东[1] 桂辉[2] 

机构地区：[1]上海财经大学国际工商管理学院,上海200433 [2]中国建设银行股份有限公司信用卡中心,上海201204

出　　处：《经济管理》2015年第11期74-82,共9页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金青年项目"网络口碑对线上和线下渠道中产品销量的影响"(71202006);2014年度上海市浦江人才计划资助项目"网络口碑对线上和线下渠道中产品销量的影响研究--口碑质量的调节作用"(14PJC037)

摘　　要：在中国,电子商务的繁荣导致网上产品评论激增,评论中开始出现涉及与竞争品牌直接比较的信息。本文借用比较型广告的概念,创新性地提出了"比较型网评"这一概念,并通过实验研究了不同信息类型的比较型网评的说服效果、比较型网评对说服效果影响的中介变量和调节变量。研究结果表明:(1)产品知识水平和认知需要在比较型网评类型(事实型/评价型)对感知信息质量、感知权威性和感知说服效果的影响中有调节作用。低产品知识水平(认知需要)的消费者认为,评价型的比较型网评比事实型的比较型网评更有效;高产品知识(认知需要)的消费者认为,事实型的比较型网评比评价型的比较型网评更有效。(2)感知信息质量和感知可信度是产品知识水平(认知需要)在比较型网评类型(事实型/评价型)对网评说服效果的影响的调节效应的中介变量。本文最后基于研究结果对网络营销者提出了相关策略建议。With the rapid growth of the E-Commerce in China, the number of online reviews soars. Some prod- uct reviews often contain information about competitors, similar to comparative advertising, this paper innovatively put forward a new concept ＂comparative product review＂. Compared to non-comparative product reviews, the com- parative product reviews includes more information and make a comparison between different brands, which can help reduce consumers＇ uncertainty and perceived risk when making purchase decision. Therefore, this paper will study how the types of online consumer reviews （comparative/non-comparative） affect the reviews persuasion effect. Information type is also an important factor when studying eWOM, however, academic research about it is very lacking. In this paper, online consumer reviews will be classified into two categories by its information types, that is factual information and evaluative information. This paper argued that the information type and receivers＇ expertise have an interaction effect on comparative online reviews＇ persuasion effect;the information type and re- ceivers＇ need of cognition have an interaction effect on comparative online reviews＇ persuasion effect. Experiment was conducted to test the proposed research models empirically. Experiment employed a one-factor design. The treatment conditions consisted of comparative online reviews（ factual information/evaluative informa- tion）. University students participated in experiment in exchange for one gift. Students were randomly assigned to one of the two experimental designs. The test product chosen for experiment is laptop. The choice of a stimulus product in experiment is based on the following two criteria ： （ 1 ） participants would use and purchase the product ; （2） participants may seek other consumer＇ s opinions about the product. Two fictitious brands, which include a fo- cus brand and a competitive brand, were created to avoid confounding effects caused by brand familiarity and prio

关 键 词：比较型网评 信息质量 信息可信度 产品知识 认知需要 

分 类 号：F713.55[经济管理—市场营销]