评论不一致性对购买决策延迟的影响研究——信息超载和消费者困惑的链式中介机制  

Research on the Influence of Comment Inconsistency on Purchase Decision Delay——Chain Mediating Mechanism of Information Overload and Consumer Confusion

作　　者：范公广[1] 杨川 Fan Gongguang;Yang Chuan(School of Economics and Management,Shihezi University,Shihezi 832000,China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832000

出　　处：《新疆农垦经济》2022年第12期68-76,共9页Xinjiang State Farms Economy

基　　金：国家社科基金项目(项目编号:20XJY019);新疆生产建设兵团社科基金一般项目(项目编号:20ZD06);新疆杏产业技术体系专项资金项目(项目编号:XJCYTX-03)。

摘　　要：基于认知—情感系统理论,文章从融合认知和情感的过程视角探究在线评论不一致性对消费者购买决策延迟的影响机制。通过对347份有效样本的实证分析表明:(1)评论不一致性会增强消费者购买决策延迟倾向。(2)信息超载、消费者困惑不仅分别于评论不一致性和购买决策延迟之间起中介作用,还共同存在链式中介效应。(3)认知闭合需要负向调节信息超载和消费者困惑的中介作用。因此,电商企业需引导正面评论,重视消费者困惑和信息超载带来的负面影响,并科学建立顾客管理系统,实现精准营销。Based on the Cognitive-Affective system theory, this paper explores the influence mechanism of online comment inconsistency on consumers’ purchase decision postponement from the perspective of integrating cognitive and affective processes.Through the empirical analysis of 347 valid samples, it is shown that:(1)the online comment inconsistency enhances the tendency of consumers’ purchase decision delay.(2)information overload and consumer confusion mediate between the online comment inconsistency and the purchase decision delay, and also show a chain mediation effect.(3)in addition, need for cognitive closure can negatively regulate the intermediary role of information overload and consumer confusion. Therefore, e-commerce enterprises need to guide positive comments, pay attention to the negative effects of consumer confusion and information overload, and scientifically establish a customer management system to achieve accurate marketing.

关 键 词：在线评论不一致性 购买决策延迟 消费者困惑 信息超载 认知闭合需要 

分 类 号：F274[经济管理—企业管理]