服装在线评论有用性的影响因素  

Influence factors of helpfulness of online review on garment products

作　　者：蔡丽玲[1,2] 季晓芬[2,3] 庞琛 CAI Liling;JI Xiaofen;PANG Chen(Fashion School ＆ Engineering,Zhejiang Sci-Tech University,Hangzhou,Zhejiang 310018,China;Center of Clothing Engineering Technology,Zhejiang Sci-Tech University,Hangzhou,Zhejiang 310018,China;School of International Education,Zhejiang Sci-Tech University,Hangzhou,Zhejiang 310018,China})

机构地区：[1]浙江理工大学服装学院,浙江杭州310018 [2]浙江理工大学浙江省服装工程技术研究中心,浙江杭州310018 [3]浙江理工大学国际教育学院,浙江杭州310018

出　　处：《纺织学报》2018年第8期158-163,共6页Journal of Textile Research

基　　金：浙江省自然科学基金项目(LQ18G020008);浙江理工大学科研基金启动项目(15072076-Y)

摘　　要：为提升服装电子商务网站评论系统的效率,采用情境实验研究法,以评论效价和评论内容属性为自变量,服装在线销售模式为调节变量,从评论搜寻者视角探讨影响服装在线评论有用性及购买意愿的关键因素。结果表明:评论效价对感知有用性、购买意愿产生显著影响,评论内容属性对购买意愿产生显著影响;在预售模式下,消费者对评论有用性的感知更易受负面评论的影响;在正常销售模式下,消费者对评论有用性的感知更易受产品评论的影响;针对预售款服装,当消费者在阅读涉及产品属性的评论时,负面倾向的评论比正面倾向的评论对购买决策的影响更显著。In order to improve the efficiency of the apparel E-commerce review system,by using the situational experiment research method,two independent variables of online review valence and content attribute as well as the adjustment variable of online sale mode were analyzed,and the influence factors of helpfulness of apparel online review and purchase intention from the review searcher＇s point of view were detected. The results show that online review valence has significant impact on helpfulness and purchase intention,and online review content attribute influences purchase intention. In the presale mode,consumers＇ perception of the helpfulness of reviews is more influenced by negative review than positive review. And in the normal sale mode,consumers＇ perceived helpfulness is more likely to be influenced by product-attribute review than service-attribute review. When it comes to reading garment productattribute review,negative review is more important than positive reviews on purchase decisions.

关 键 词：在线评论有用性 评论效价 评论内容属性 购买意愿 

分 类 号：F724.6[经济管理—产业经济] TS941.1[轻工技术与工程—服装设计与工程]