好评返现中消费者在线评价意愿的影响研究  

A Study on the Influence of Consumers'Online Evaluation Intention in Positive Review Cashback

作　　者：黄可欣 章剑林[1] 张子蓥 孙浩浩 HUANG Ke-xin;ZHANG Jian-lin;ZHANG Zi-ying;SUN Hao-hao(Hangzhou Normal University,Hangzhou 310000,Zhejiang)

机构地区：[1]杭州师范大学,浙江杭州310000

出　　处：《江苏商论》2024年第11期39-43,共5页Jiangsu Commercial Forum

摘　　要：为了增加好评数量,促使消费者消除疑虑而购买商品,网购商家推出了“好评返现”的营销模式。本文从消费者的视角出发,以计划行为理论为基础,以此来研究好评返现这种营销模式对于消费者进行在线好评意愿的影响因素,有利于帮助商家探索更有利于消费者权益,适合市场长期发展的营销模式。通过研究发现,好评返现活动下消费者在线评价意愿与消费者行为态度、主观规范以及知觉行为控制均呈正相关的关系,消费者的在线评价意愿与行为态度和主观规范之间线性相关程度较高,相关程度最小的是知觉行为控制。消费者对于好评返现营销活动的认知和态度都是比较良好的,消费者们会因为好评返现能够在简便操作后降低购买成本而积极参与好评。因此,商家在进行该类激励促销活动时可以更加注重参与活动的便捷性以及活动力度,根据商品特征适当加大返现额度等,以此来促进消费者积极参与在线好评。In order to increase the number of positive reviews and encourage consumers to eliminate doubts and purchase products,online shopping merchants have launched a marketing model of“cashback for positive reviews”.This article starts from the perspective of consumers and is based on the theory of planned behavior to study the influencing factors of the positive review cashback marketing model on consumers'willingness to give online positive reviews.It is helpful for businesses to explore marketing models that are more beneficial to consumer rights and suitable for long-term market development.Through research,it has been found that there is a positive correlation between consumers'willingness to evaluate online and their behavioral attitudes,subjective norms,and perceived behavioral control under the cashback activity.There is a high degree of linear correlation between consumers'willingness to evaluate online and their behavioral attitudes and subjective norms,with perceived behavioral control having the lowest degree of correlation.Consumers have a relatively good understanding and attitude towards the cashback marketing campaign for positive reviews.Consumers actively participate in positive reviews because cashback can reduce purchase costs after simple operation.Therefore,when conducting such incentive promotion activities,merchants can pay more attention to the convenience and intensity of participating in the activities,and appropriately increase the cashback amount according to the characteristics of the products,in order to promote consumers'active participation in online reviews.

关 键 词：在线评价意愿 好评返现 计划行为理论 

分 类 号：F713.26[经济管理—产业经济]