在线追加评论一致性对消费者信息采纳的影响  

The Impact of Online Commentary Consistency on Consumer Information Adoption

作　　者：周宏[1] 栗素娟 ZHOU Hong;LI Sujuan(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632 [2]暨南大学国际关系学院,广东广州510632

出　　处：《武汉理工大学学报（信息与管理工程版）》2018年第5期591-597,共7页Journal of Wuhan University of Technology：Information & Management Engineering

基　　金：教育部社科基金项目(14YJA630099);广东省社科基金项目(GD12CGL15)

摘　　要：初始评论与追加评论是在线评论的两种主要形式,当二者发生不一致时,探讨不同矛盾态度消费者是否由于其信息感知质量不同,进而影响到最终信息采纳的意愿。为此构建了研究模型,并通过实验法和问卷调研法进行了数据分析与假设检验。实证分析支持了各项假设的正确性。研究结果表明:初始评论与追加评论的不一致性对消费者信息采纳有显著的影响,当初始评论为正时矛盾的追加评论对消费者信息采纳的影响更显著,当初始评论为负时一致的追加评论对信息采纳的影响更显著;信息质量感知在初始评论与追加评论一致性对信息采纳的影响过程中起中介作用;消费者矛盾态度在追加评论对信息采纳的影响中起调节作用,正面追加评论更容易被低矛盾态度的消费者采纳,而负面追加评论更容易被高矛盾消费者采纳。The initial comment and the additional comment are the two main forms of online comment. When the two are inconsistent, this paper explores whether different contradictory attitude consumers have different willingness to adopt the final information because of the different perceived quality of the information. On this basis a research model is built and the assumptions are validated by the method of experimental and questionnaire survey empirical analysis. The research shows that： firstly, inconsistent of initial comments and additional comments have significant effect on information adoption, when initial comments are positive, the conflicting additional comments have more significant impact on information adoption, and when initial comments are negative, the consistent additional comments have more significant impact on information adoption. Secondly, the perception information quality plays an intermediary role in the impact of consistency of the initial comments and additional comments on information adoption. Thirdly, consumer ambivalence attitude plays a moderating role in the impact of additional reviews on information adoption, positive additional comments are more likely to be adopted by consumer of low ambivalent attitude and negative additional comments are more likely to be adopted by consumer of high ambivalent attitude.

关 键 词：追加评论 矛盾态度 信息质量感知 信息采纳 

分 类 号：F713.5[经济管理—市场营销]