口碑追加形式对购买意向的影响:口碑方向的调节作用  

Effects of different e WOM supplementary forms on purchase intention: The moderating role of e WOM valence

作　　者：李信[1,2] 陈毅文[1] 

机构地区：[1]中国科学院心理研究所行为科学重点实验室,北京100101 [2]中国科学院大学,北京100049

出　　处：《心理学报》2016年第6期722-732,共11页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(71171188)

摘　　要：网络购物越来越成为大众钟爱的购物方式,而网络口碑在网络购物中发挥着重要的作用,是消费者作出决策需要参考的重要因素。本研究以151名大学生为研究对象,通过实验操纵产品网络口碑,探讨不同追加形式(不追加、追加一致和追加不一致)和口碑方向(正向、负向)对购买意向的影响。结果表明:口碑方向调节追加形式对消费者购买意向的影响。正向口碑组中,不追加和追加一致组购买意向显著高于追加不一致组;负向口碑组中,不追加组,追加一致组和追加不一致组没有显著性差异。研究还发现了有中介的调节作用模型,满意度存在部分中介作用。本文最后对商家如何管理追加口碑进行了讨论。With the development of Internet, online shopping has become a trend and is preferred by more and more consumers. Electronic word of mouth（e WOM） plays an important role in online shopping, which helps consumer make an optimal and reasonable purchase decision. Results of previous studies are inconsistent： while the majority of prior research showed that negative e WOM had a stronger influence on purchase intention than positive e WOM, there was some evidence showing the reverse results. Further, studies have found that consumers were more likely to be persuaded by information with high credibility. We propose that supplementary e WOM may be more credible when shopping online in terms of the form. Based on the Cue Consistency Theory and the Theory of Cognitive Dissonance, the present study examined how the forms of supplementary e WOM and e WOM valence affect purchase intention. Two pretests and a main laboratory experiment were conducted. First, we ran two pretests to select the specific materials to be used in the main experiment, which would be used to indicate essential attributes for Smartphones. One hundred undergraduate students（50 for each pretest） participated in the pretests. We then manipulated the e WOM of Smartphone in the main experiment to explore how different supplementary forms（no supplementary reviews vs. consistent supplementary reviews vs. inconsistent supplementary reviews） and e WOM valence（positive vs. negative） influence purchase intention. One hundred and fifty one undergraduates were randomly assigned to seven groups and read reviews with various supplementary forms and differentvalence. They were first asked to read instructions and imagine that they needed to buy a Smartphone. Then they were presented with some reviews about the Smartphone. Finally, they completed a series of questionnaires measuring perceive usefulness, purchase intention, recommendation intention, satisfaction, regulation focus, dispositional optimism, and demographic information. The results showed

关 键 词：口碑方向 追加形式 追加一致性 满意度 购买意向 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]