多维评分系统下口碑离散度对消费者购买意愿的影响  

The Effect of Word of Mouth Dispersionon Purchase Intention in Multi-dimensional Online Rating Systems

作　　者：高茹月 王琦[1] 张晓航[1] 李征仁 Gao Ruyue;Wang Qi;Zhang Xiaohang;Li Zhengren(School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876)

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《管理评论》2020年第6期206-219,共14页Management Review

基　　金：国家自然科学基金项目(71372194,71371034);北京市哲学社会科学规划项目(15JGB078)。

摘　　要：关于口碑离散度的众多研究中,有的研究发现高口碑离散度具有负向作用,有的研究则发现其具有正向作用。之所以得出矛盾的研究结论,是由于并未进一步分析产品属性评分对口碑离散度的影响。本文通过产品多属性评分、风险感知、个性化感知解释和验证了本文的相关假设。两组实验结果表明:口碑分布离散度通过影响消费者的风险感知和个性化感知,进而影响其购买意愿;当产品实用属性占优(享乐属性占优)时,高口碑离散度正向激发消费者的个性化感知相对较强(较弱),正向激发消费者的风险感知相对较弱(较强),进而提高(降低)购买意愿;并且消费者已有态度的矛盾性会进一步调节口碑离散度与占优属性类型的交互作用对购买意愿的影响。In the researches of WOM dispersion,some studies find that high WOM dispersion has a negative effect,while others find that it has a positive effect.The reason for contradictory conclusions is that the influence of product attributes scores on the WOM dispersion has not been further analyzed.This paper explains and verifies the relevant hypotheses through multi-dimensional scoring,risk perception and personalized perception.Results of two laboratory studies indicate that WOM dispersion can stimulate consumer risk perception and personalized perception to influence purchase intention.The dominated-attribute type of product plays a significant moderating role in the main effects.In the Utilitarian Dominance(Hedonic Dominance)conditions,higher WOM dispersion will stimulate higher(lower)personalized perception and lower(higher)risk perception,thereby increasing(reducing)purchase intention.Additionally,consumers’ambivalence attitude can moderate the moderation effect of the rating of product attributes.

关 键 词：口碑离散度 风险感知 个性化感知 占优属性 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]