在线评论对消费者购买决策的影响——产品卷入度和专业能力的调节作用

发布时间：2018-05-20 22:37

本文选题：在线评论 + 购买决策　；参考：《中国流通经济》2017年11期

【摘要】：随着电子商务的发展,在线评论在消费者购买决策过程中的作用日益凸显。由于网络购物环境下在线评论具有弱连接性,消费者购买决策更多地受到其自身特质的影响。基于消费者特质视角,以产品卷入度和专业能力为调节变量,构建在线评论与购买决策关系的影响模型,并以大学生群体为调查对象收集数据,运用层次回归分析法进行假设检验,结果表明:在线评论数量和在线评论质量对消费者购买决策均有显著的正向影响;专业能力可以对在线评论数量、在线评论质量与购买决策之间的关系进行调节,但产品卷入度仅对在线评论质量与购买决策之间的关系有调节作用。企业应充分挖掘和利用在线评论的营销价值,改进评价系统的评论功能,完善会员管理制度,重视消费者的信息反馈,以促进企业的可持续发展。
[Abstract]:With the development of e-commerce, online reviews play an increasingly important role in the process of consumer purchase decision. Due to the weak connectivity of online reviews in online shopping environment, consumer purchasing decisions are more influenced by their own characteristics. Based on the perspective of consumer trait and taking the degree of product involvement and professional ability as the adjusting variables, the influence model of the relationship between online review and purchase decision was constructed, and the data was collected from college students. The results show that the quantity of online reviews and the quality of online reviews have a significant positive impact on consumers' purchase decisions, and professional competence can influence the number of online reviews. The relationship between online review quality and purchase decision is adjusted, but the degree of product involvement only adjusts the relationship between online review quality and purchase decision. Enterprises should fully tap and utilize the marketing value of online reviews, improve the comment function of the evaluation system, perfect the member management system, and attach importance to the information feedback of consumers in order to promote the sustainable development of enterprises.
【作者单位】：武汉工商学院;湖北商务服务发展研究中心;
【基金】：教育部人文社会科学研究青年基金项目“电子商务环境下参照群体对消费者绿色购买行为的影响研究”(17YJCZH185) 湖北省教育厅人文社会科学研究项目“农产品电子商务环境下消费者初始信任的形成机理研究”(16G157) 湖北商务服务发展研究中心2016年度开放基金课题“渠道转移视角下农产品消费者在线信任的形成机理研究”(2016Y006)
【分类号】：F713.55;F724.6

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