考虑消费者异质性的科技型商品在线口碑采纳研究  

A Study about the Adoption of Online Word-of-Mouth of High-tech Products:Considering the Influence of Consumers’Heterogeneity

作　　者：刘咏梅[1,2] 董薇 朱张祥 LIU Yongmei;DONG Wei;ZHU Zhangxiang(Business School of Central South University,Changsha 410083,China;Mobile E-business Collaborative Innovation Center of Hunan Province,Changsha 410205,China;College of Tourism,Hunan Normal University,Changsha 410081,China)

机构地区：[1]中南大学商学院,长沙410083 [2]湖南省移动电子商务协同创新中心,长沙410205 [3]湖南师范大学旅游学院,长沙410081

出　　处：《信息系统学报》2020年第2期20-39,共20页China Journal of Information Systems

基　　金：国家自然科学基金项目(71271219);教育部人文社会科学研究青年基金项目(18YJC630275);湖南省自然科学基金项目(2018JJ3357);中南大学中央高校基本科研业务费专项资金(2018zzts302)。

摘　　要：在线口碑作为消费者购买科技型商品的主要参考信息,其作用在不同特质的消费者之间往往存在差异,但目前这一影响机制尚不明确。基于精细加工可能性模型和信息采纳模型,本文通过构建在线口碑采纳模型,采用情境问卷的方式对这一过程中的作用机制进行检验。结果表明:在线口碑的采纳受消费者对信息感知有用性的正向影响,而口碑信息质量和来源可信度能提高感知有用性,消费者的个人特质(性别、初始购买意愿及相关专业知识)能对上述关系产生调节作用。As the main reference for consumers to purchase high-tech products,the impact of online word-of-mouth is often different among consumers with heterogeneity,but,there is a lack of research to explore that users’heterogeneity may influence the adoption of online reviews.Based on the information adoption model and elaboration likelihood model,this research proposed a model of high-tech products online reviews adoption and used a vignette-based survey to test the hypotheses.The empirical results confirmed that the higher perceived online reviews usefulness of consumers leads to higher levels of information adoption.The higher perceived online reviews quality and perceived online reviews source credibility can lead to higher perceived usefulness.Consumers’heterogeneity(gender,initial purchase intention,and expert quality)can moderate the above relationships.

关 键 词：在线口碑 用户异质性 信息采纳 感知有用性 

分 类 号：C931.6[经济管理—管理学]