比较型网上产品评论的说服效果研究

发布时间：2018-03-24 08:00

本文选题：比较型网评　切入点：信息质量　出处：《经济管理》2015年11期

【摘要】：在中国,电子商务的繁荣导致网上产品评论激增,评论中开始出现涉及与竞争品牌直接比较的信息。本文借用比较型广告的概念,创新性地提出了"比较型网评"这一概念,并通过实验研究了不同信息类型的比较型网评的说服效果、比较型网评对说服效果影响的中介变量和调节变量。研究结果表明:(1)产品知识水平和认知需要在比较型网评类型(事实型/评价型)对感知信息质量、感知权威性和感知说服效果的影响中有调节作用。低产品知识水平(认知需要)的消费者认为,评价型的比较型网评比事实型的比较型网评更有效;高产品知识(认知需要)的消费者认为,事实型的比较型网评比评价型的比较型网评更有效。(2)感知信息质量和感知可信度是产品知识水平(认知需要)在比较型网评类型(事实型/评价型)对网评说服效果的影响的调节效应的中介变量。本文最后基于研究结果对网络营销者提出了相关策略建议。
[Abstract]:In China, the prosperity of electronic commerce has led to a sharp increase in online product reviews, in which information related to direct comparison with competitive brands is beginning to appear. This paper uses the concept of comparative advertising to creatively put forward the concept of "comparative online review". And through the experiment, the paper studies the persuasion effect of different information types of comparative online evaluation. The results show that the knowledge level of product and cognition need to be evaluated on the perceived information quality in the type of comparative online evaluation (factual / evaluative). Consumers with low level of product knowledge (cognitive needs) think that the evaluation type of comparative network is more effective than the factual type of comparative network evaluation; Consumers with high product knowledge (cognitive needs) think, (2) perceived information quality and perceived credibility are the level of product knowledge (cognitive needs) in the comparative network evaluation type (fact / evaluation type) to the network evaluation persuasion. Finally, based on the results of the study, the author puts forward some relevant suggestions to the network marketers.
【作者单位】：上海财经大学国际工商管理学院;中国建设银行股份有限公司信用卡中心;
【基金】：国家自然科学基金青年项目“网络口碑对线上和线下渠道中产品销量的影响”(71202006) 2014年度上海市浦江人才计划资助项目“网络口碑对线上和线下渠道中产品销量的影响研究——口碑质量的调节作用”(14PJC037)
【分类号】：F724.6

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