在线评论对消费者休闲食品购买决策影响研究  

The Influence of Online Reviews on Consumers’Decision to Buy Leisure Foods

作　　者：曹裕[1] 李青松 万光羽[2] Cao Yul;Li Qingsong;Wan Guangyu(School of Business,Central South University,Changsha 410083;School of Economics&Trade,Hunan University,Changsha 410012)

机构地区：[1]中南大学商学院,长沙410083 [2]湖南大学经济与贸易学院,长沙410012

出　　处：《管理评论》2020年第3期157-166,共10页Management Review

基　　金：国家自然科学基金项目(71972182,71573281,71802076);湖南省自然科学基金青年项目(2019JJ50070)。

摘　　要：在线评论对消费者的购买决策具有重要的影响。本文以网络休闲食品购买为研究对象,实证研究了在线评论对消费者购买决策的影响,并验证了消费者食品安全风险感知在在线评论与购买决策之间的调节作用。结论表明,在线评论各维度对消费者购买决策的影响不同。评论质量、产品卷入度、在线评论卷入度、评论相似性对购买决策具有显著正向影响,评论者资信度对购买决策影响不显著;矛盾性与评论效价对消费者购买决策的影响存在差异,当消费者认为在线评论对购买决策影响较小时,矛盾性对消费者购买决策具有正向影响,反之为负向影响;而当食品口味评判标准差异较大时,评论效价对消费者购买决策并无显著影响,当评判趋于一致时,存在正向影响。研究还表明,消费者食品风险感知在评论质量、评论效价、在线评论卷入、评论相似性与购买决策之间均存在正向调节作用,但是在矛盾性、产品卷入度、评论者资信度与购买决策间不存在显著的调节作用。Online reviews have an important influence on consumers’purchase decision.In this paper,we empirically research the influ-ence of online reviews on consumers’decision to buy leisure foods,and validate the moderating effect of consumer food safety risk per-ception between online reviews and purchase decision.Our research shows the online review dimension has a different impact on consum-ers’purchase decisions.Comment quality,product involvement degree,online comment involvement and comment similarity have a sig-nificant positive impact on purchase decisions,and commenter credit reliability has no significant impact on purchase decisions.Contra-diction and review effect price have different influences on consumers’purchase decision.When the influence of online review on pur-chase decision,in consumers’view,is small,the contradiction has a positive influence on consumers’purchase decision,and when theinfluence is deemed large,the contradiction a negative impact.However,when the evaluation criteria of food tastes differ greatly,the re-view effect price has no significant influence on consumers’purchase decisions,and when the judgment tends to be consistent,there arepositive influences.In addition,consumer food risk perception has a positive moderating effect between the comment quality,revieweffect price,online comment involvement,comment similarity and purchase decisions,but there is no significant moderating effect be-tween the contradiction,product involvement,consumer credit reliability and purchase decisions.

关 键 词：在线评论 休闲食品 购买决策 食品安全风险感知 

分 类 号：F42[经济管理—产业经济]