口碑的“陷阱”:口碑对消费者决策的偏差性影响  

Trap of Word-of-Mouth:The Biased Influence of Word-of-Mouth on Consumers’Decision Making

作　　者：李研[1] 武瑞娟[2] Li Yan;Wu Ruijuan(College of Business Administration,Capital University of Economics and Business,Beijing 100070,China;School of Management,Tianjin University of Technology,Tianjin 300384,China)

机构地区：[1]首都经济贸易大学工商管理学院,北京100070 [2]天津理工大学管理学院,天津300384

出　　处：《当代经济管理》2023年第2期31-38,共8页Contemporary Economic Management

基　　金：国家自然科学基金项目《虚位情境线索的消费者购买决策行为研究:基于虚位诱导效应启动策略模型》(71862033);首都经济贸易大学青年学术创新团队项目(QNTD202003)。

摘　　要：消费者倾向于选择拥有正面口碑的产品,而远离出现负面口碑的产品。然而,有些时候口碑中提及的产品体验不仅无法复制,甚至出现了截然相反的情况。不同于以往研究默认口碑可以优化消费者决策,研究创新地关注于口碑对消费者决策可能造成的误导和偏差性影响。通过文献回顾与分析发现,口碑对消费者决策的偏差性影响可能源于口碑生成环节的内容偏差、口碑分享者与受众的偏好差异以及口碑使用环节的信息处理偏差。在此基础上,明确了口碑偏差性影响在口碑研究领域的理论定位,并讨论了该研究主题的理论意义与实践价值。Consumers have the obvious tendency of choosing products with positive word-of-mouth while keeping away from those with negative word-of-mouth.However,sometimes the product experience described in word-of-mouth messages is not replicable.Some may turn out to be the opposite from the word-of-mouth impression.Different from previous studies that believe in the consistent positive role of word-of-mouth in consumers’decision making processes,this paper creatively focuses on the misleading and biased influence of word-of-mouth on consumer decision making.Through literature review and analysis,this paper found that the biased influence of word-of-mouth on consumers’decision making may be due to the content bias in word-of-mouth generation,the preference difference between word-of-mouth sharers and audiences,and the information processing bias in word-of-mouth use.On this basis,this paper sets forth the theoretical positioning of the biased influence of word-of-mouth in word-of-mouth literature,and discusses the theoretical significance and practical value of this research topic.

关 键 词：口碑 决策制定 偏差性影响 偏好异质性 自我中心锚定 

分 类 号：F713.5[经济管理—市场营销]