在线评论对知识付费产品购买决策的影响研究--卖家回复的调节作用  

The Effect of Online Reviews on the Purchase Decision of Paid Knowledge Products:The Moderating Effect of Seller Responses

作　　者：齐托托 赵宇翔[2] 汤健 王天梅[1] Qi Tuotuo;Zhao Yuxiang;Tang Jian;Wang Tianmei(School of Information,Central University of Finance and Economics;School of Economics and Management,Nanjing University of Science and Technology)

机构地区：[1]中央财经大学信息学院 [2]南京理工大学经济管理学院

出　　处：《南开管理评论》2022年第2期147-156,I0028,I0029,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72072194、71904215、72074112)资助。

摘　　要：知识付费行业信息不对称程度较高,在线评论和卖家回复成为影响用户购买决策的关键。本文基于信号理论,探讨了在线评论和卖家回复分别作为市场信号和卖家信号对知识付费产品购买决策的直接影响,并讨论了卖家信号对市场信号与知识付费产品购买决策间关系的调节作用。本文采用在行平台的11万余条评论和2万余条卖家回复数据验证模型。结果表明,评论数量、卖家认知度、用户体验度和卖家回复率正向影响知识付费产品购买决策,评论效价与知识付费产品购买决策呈倒U型关系,评论长度对知识付费产品购买决策影响不显著,同时,卖家回复率显著增强评论数量和用户体验度与知识付费产品购买决策之间的关系。Under the impact of the information explosion and iterative upgrade of the payment structure,free knowledge sharing enters the knowledge payment 3.0 stage.Users’purchase decisions not only directly affect sellers’financial income,but also largely influence their willingness to continue producing paid knowledge products,ultimately determining the survival,prosperity,and sustainability of knowledge payment platforms.From the perspective of information attributes,the quality of paid knowledge products is difficult to assess because of the high information asymmetry between sellers and users.From the perspective of producers and sellers,knowledge products sellers are also producers who determine the quality of paid knowledge products.Therefore,exploring the influence mechanism of online reviews and seller responses helps reveal users’purchase decision process of paid knowledge products,which is crucial to the marketing management of paid knowledge products.Research on the effect of online reviews on the purchase decision of credence products is scarce.Only a few studies have explored the effects of review valence and review quantity on the purchase decision of paid knowledge products.First,existing studies are still in the early stage of analyzing the characteristics of paid knowledge products’online reviews,in which a situational mining analysis of review content is absent.Second,extant literature overlooked the information quantity signal of online reviews and didn’t consider the effect of online reviews as a market signal on the purchase decision of paid knowledge products.Given the high information asymmetry and difficulty in assessing the quality of paid knowledge products,it is necessary to explore the fine-grained features of online reviews and reveal their influence on the purchase decisions of paid knowledge products,which is crucial to effectively enhance the practical value of online reviews and improve seller performance.The existing literature mainly focuses on the effect of seller responses on

关 键 词：知识付费 信号理论 在线评论 卖家回复 购买决策 

分 类 号：F724.6[经济管理—产业经济] F274