负面在线评论内容和来源对消费者购买意愿的影响——产品类别的调节效应  

The Impact of Negative Online Review Content and Review Source on Consumer’s Purchase Intention——The Moderating Effect of Product Type

作　　者：李宝库[1] 赵博[1] 郭婷婷[1] LI Bao-ku;ZHAO Bo;GUO Ting-ting(School of Marketing Management,Liaoning Technical University,Huludao 125105,China)

机构地区：[1]辽宁工程技术大学营销管理学院

出　　处：《科技与经济》2019年第3期96-99,105,共5页Science & Technology and Economy

基　　金：国家自然科学基金项目——“农村市场渠道管理效率研究——基于三方博弈的角度”(项目编号:71172218;项目负责人:李宝库)成果之一;高等学校博士学科点专项科研基金项目——“城市化进程中农民市民消费特征和模式研究——基于心理和行为角度”(项目编号:20122121110005;项目负责人:李宝库)成果之一

摘　　要：采用实验研究的方法,研究检验了不同类别产品负面在线评论内容和来源对消费者购买意愿的影响。结果表明:负面在线评论从产品质量和服务水平两个方面影响消费者购买意愿,且负面在线产品质量评论对体验型产品购买意愿的影响更强,负面在线服务水平评论对不同类别产品购买意愿的影响无显著差异;消费者对不同来源负面在线评论的敏感度不同,相较来源于企业网站的负面在线评论,来源于第三方评论网站的负面在线评论对消费者购买意愿的影响更大,但这种效应并不是一成不变的。The paper has explored the impact of content and source of negative online review on consumer’s purchase intention of different types of products by using experiments. The results show that negative online review can affect consumer’s purchase intention from two aspects: product quality and service level. Specifically,the negative online product quality review has a more significant negative impact on consumer’s purchase intention of experience product,and there are no significant difference of the negative online service level review on consumer’s purchase intention of different product categories. Moreover,consumer’s sensitivity on the negative online reviews from different sources is different,that is,the reviews from third-party review sites have more significant negative impact on consumer’s purchase intention than those negative online reviews from corporate websites,but such effects could be alterable.

关 键 词：负面在线产品质量评论 负面在线服务水平评论 评论来源 购买意愿 产品类别 

分 类 号：F724.6[经济管理—产业经济] F713.55