矛盾性追评对消费者购买意愿的影响研究  

A Study on the Influence of Contradictory Additional Reviews on Consumer Purchase Intention

作　　者：孙锐[1] 李星星[1] 

机构地区：[1]华侨大学工商管理学院,福建泉州362021

出　　处：《武汉大学学报（哲学社会科学版）》2017年第1期75-86,共12页Wuhan University Journal：Philosophy & Social Science

基　　金：国家自然科学基金项目(71302163)

摘　　要：在线评论评论是影响消费者购买决策的重要因素。但是既有正面信息又有负面信息的矛盾性在线评论又将如何影响消费者的购买决策呢?探讨包含矛盾信息的追加评论对消费者购买意愿的影响,并以矛盾性追评的评论顺序为焦点,通过实验法验证矛盾性追评的评论顺序对消费者购买意愿的影响效果,以及评论发布者可信度、消费者的产品涉入度在其中的调节作用进行研究,结果表明:矛盾性追评的评论顺序对消费者的购买意愿具有显著影响,且评论发布者可信度和消费者的产品涉入度共同起到调节作用。The 35th ＂Statistical Report on Internet Development in China＂ released by China Internet Network Information Center （CNNIC） in February 3, 2015 shows that, in 2014, China＇ s online shopping market has shown a trend of popularization, and online shopping has been gradually accepted and loved by the majority of Internet users. However, the problem of honesty has always been an important problem that should be solved urgently. Under the circumstance of online shopping, consumers and buyers are in a state of information asymmetry, and information asymmetry is prone to moral hazard. One of the main functions of the ＂online shopping credit evaluation system＂ is to solve the problem of information asymmetry.. ＂online shopping credit evaluation system＂ plays the role of regulating the behavior of online sellers more importantly. The consumers can get enough information related to the commodity through the ＂online shopping credit evaluation system＂ during the process of decision-making, so that they can reduce the perceived risk level of their own. The 34th ＂Statistical Report on Internet Development in China＂ released by China Internet Network Information Center in 2014 shows that online reviews are the main considerations for online shopping users of all ages to make purchase decision. Online comment system is originally designed to provide consumers with more information about goods, and to help consumers make decisions. However, reviews about a product are often diverse, or include both positive and negative comments. When reviews about one product contain contradictory comments, how does the consumer analyze them and make decision？ Especially for additional reviews when there is informational conflict, how dose such an additional review affect the purchase intention of consumers？ In this study, online reviews and consumer behavior related to the study were sorted out and reviewed. On the one hand, we summarized the concepts, characteristics and research dimensions of online reviews, and

关 键 词：矛盾性追评 评论者可信度 产品涉入度 购买意愿 SOR模型 

分 类 号：F0[经济管理—政治经济学]