冲突型信号组合对在线消费者购买意愿的影响机制研究  

Research on the Influence Mechanism of Conflicting Signal Combination on Online Consumers’Purchase Intention

作　　者：汪旭晖[1] 苏晨 常萍萍 WANG Xuhui;SU Chen;CHANG Pingping(School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,Liaoning)

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《管理学刊》2022年第6期95-111,共17页Journal of Management

基　　金：国家社会科学基金重大项目(20&ZD322);国家自然科学基金项目(71972030);辽宁省科学事业公益研究基金(软科学研究计划)项目(2022JH4/10100046);辽宁省社会科学规划基金重大委托项目(L22ZD004)。

摘　　要：商品在线评价和卖家在线声誉作为现阶段消费者网购决策的关键信号,对于买家全面获取商品信息及减少购买决策失误具有重要作用。但对于该类信号组合效应的探讨,已有研究大都给定了“信号一致”的预设,忽略了现实购买场景中出现的卖家—商品信号组合冲突的现象。对此,将基于精细加工可能性模型(ELM)和效用理论,通过两个实验,探讨平台型电商市场中商品在线评价和卖家在线声誉不一致如何影响消费者对不同产品类型(标准化产品vs.非标准化产品)的购买意愿。实验结果显示:在购买标准化产品时,消费者对卖家在线声誉水平高、商品在线评价水平低的产品具有更高的购买意愿;在购买非标准化产品时,消费者对卖家在线声誉水平低、商品在线评价水平高的产品具有更高的购买意愿;消费者感知效用在冲突型信号组合与消费者购买意愿的关系中具有中介作用。该研究结论丰富了信号理论在平台型电商市场中的研究成果,同时为平台企业和平台卖家的经营管理策略提供了有益的实践启示。As the key signals of consumers’online shopping decision,product online review and sellers’online reputation play an important role in obtaining commodity information and reducing decision-making errors.However,for the discussion of this kind of signal combination effect,most of the existing studies have given the presupposition of"signal consistency",ignoring the phenomenon of seller-commodity signal combination conflict in real purchase scenarios.Based on the Elaboration Likelihood Model(ELM)and Utility Theory,this paper discusses how the inconsistency between product online reviews and seller online reputation will affect consumers’purchase intention of different product types(standardized products vs.non-standardized products)in platform e-commerce market through two experiments.The experimental results show that when purchasing standardized products,consumers have higher purchase intention for products with high online reputation and low online comments;When purchasing non standardized products,consumers have higher purchase intention for products with low online reputation and high online comments;Consumer perceived utility plays a mediating role in the relationship between conflict signal combination and consumer purchase intention.The research results enrich the research results of signal theory in the platform e-commerce market,and provide useful practical enlightenment for the operation and management strategies of platform enterprises and platform sellers.

关 键 词：信号冲突 卖家在线声誉 商品在线评价 产品类型 消费者感知效用 

分 类 号：F724.6[经济管理—产业经济]