负面评论对消费者购买意愿的影响机制研究--基于双系统模型  

A Mechanism Study on the Negative Reviews on Consumers’ Purchasing Intention --Based on Two Distinct Cognitive Systems

作　　者：刘莹 李宝库[1] LIU Ying;LI Baoku(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,辽宁葫芦岛125105

出　　处：《财经论丛》2021年第3期93-102,共10页Collected Essays on Finance and Economics

基　　金：国家社会科学基金资助项目(19BGL108)。

摘　　要：负面评论体现现实消费者对产品的消极评价,直接影响潜在消费者的购买意愿和行为。本文基于启发-系统式模型,通过眼球追踪技术和行为实验讨论了负面评论发布者信用等级、呈现方式与离散情绪对购买意愿的作用机制。结果表明:发布者信用等级对购买意愿不存在显著影响,消费者对信用等级信息不敏感。呈现方式与离散情绪交互影响购买意愿,负面评论为纯文字形式时,失望嵌入式评论降低购买意愿的程度强于愤怒嵌入式评论;负面评论为图文结合形式时,愤怒嵌入式评论降低购买意愿的程度强于失望嵌入式评论,评论有用性在上述关系中起中介作用。研究结论对电商企业进行在线评论管理提供了有益参考。Negative reviews which reflect real consumers'negative evaluation on relevant product directly affect the intention and behavior of potential consumers.This paper combines eye movement experiments and empirical methods to explore the effectiveness of negative reviews on purchasing intentions based on the two distinct cognitive systems.The results indicate the commentators rank does not have a significant impact on purchasing intentions.Consumers are not sensitive to it.The presentation mode of negative reviews interacts with embedded discrete emotions.When the negative reviews are in plain text,the disappointed embedded reviews reduce purchasing intentions more than angry embedded reviews,and when negative reviews are combined with graphics,angry embedded reviews reduce purchasing intentions more than disappointed reviews.In addition,the perceived helpfulness of reviews has a mediating effect in this interaction.The conclusion of the study provides a useful reference for the effective online comment management of e-commerce enterprises.

关 键 词：信用等级 呈现方式 离散情绪 评论有用性 

分 类 号：F713.55[经济管理—市场营销]