“从众主导”还是“说服优先”?--双面评论的双重属性对消费者购买意愿的影响研究  

Research on the Black-Box Effects of Two-Sided Comments on Consumer s Purchase Intention

作　　者：袁海霞[1] 王婉莹 Yuan Haixia;Wang Wanying(School of Business,Anhui University,Hefei,230601)

机构地区：[1]安徽大学商学院,合肥230601

出　　处：《珞珈管理评论》2022年第4期102-123,共22页Luojia Management Review

基　　金：国家自然科学基金面上项目“企业平台化转型的战略创业路径研究”(项目批准号:71972001);安徽省高校研究生科学研究一般项目“电商直播营销模式研究:作用机制、效果评估及提升路径”(项目批准号:YJS20210074)。

摘　　要：本研究从消费者感知视角出发,通过3个实验和网络平台二手数据分析,探究了不同产品类型条件下双面评论的双重属性(数量、效价)的交互作用对消费者购买意愿的影响及其作用路径。研究一探究了双面评论双重属性对消费者购买意愿的影响;研究二在控制产品类型的基础上基于二手数据对研究一进行了进一步验证,探究了本文主效应的稳健性;研究三在之前研究的基础上探究了双面评论对购买意愿的作用路径;研究四在重复前期实验结果的基础上,探究了产品类型在双面评论双重属性对消费者感知影响中的调节作用。结果表明:(1)双面评论双重属性(数量和效价)交互影响消费者购买意愿。当双面评论数量少时,负评比例对消费者购买意愿的负向影响被增强;当双面评论数量多时,负评比例对消费者购买意愿的影响被削弱。(2)双面评论双重属性交互影响消费者风险感知和独特性感知。当评论数量少时,负评比例越高,消费者风险感知和独特性感知越高;当评论数量多时,负评比例越高,风险感知越低,但独特性感知差异不明显。(3)产品类型调节了双面评论的数量和效价的交互作用对消费者风险感知和独特性感知的影响。From the perspective of consumer perception,using three experiments and second-hand data on the network platform,this paper explores the influence mechanism of the two-sided reviews dual attributes(quantity and valence)on consumers purchase intention under different product types.Study 1 examined the impact of the dual attributes of two-sided reviews on consumers purchase intention.Study 2 further verified experiment 1 based on second-hand data on the basis of controlling the product type to explore the robustness of the main effect of this paper.Study 3 investigated the effect path of two-sided reviews on purchase intention.based on the first two experimental.On the basis of repeating the previous experimental results,study 4 examined the moderating role of product type in the impact of two-sided reviews on consumers perception.The results show that:(1)The two-sided reviews dual attributes(quantity and valence)influence consumers purchase intention.When the volume of two-sided reviews is small,the negative impact of negative reviews proportion on consumers purchase intention is enhanced.When the volume of two-sided reviews is large,the impact of negative reviews proportion on consumers purchase intention is weakened.(2)The dual attributes of two-sided reviews influence consumers risk perception and unique perception.When the volume of reviews is small,the higher the proportion of negative reviews,the higher the consumer s risk perception and unique perception.When the volume of reviews is large,the higher the proportion of negative reviews,the lower the risk perception,but the difference in unique perception is insignificant.(3)Product type moderates the interaction between the number and valence of two-sided reviews on consumers risk perception and unique perception.

关 键 词：双面评论 风险感知 独特性感知 产品属性 归因理论 

分 类 号：F713.55[经济管理—市场营销]