在线用户评论质量与评论者等级对消费者购买意愿的影响——产品卷入度的调节作用

发布时间：2018-11-23 20:20

【摘要】：随着电子商务的飞速发展,在线用户评论如何影响消费者的购买决策受到学术界和实业界的广泛关注。论文基于精细加工可能性模型(ELM)和霍夫兰德说服模型,采用实验研究法实证检验了购物网站上用户评论对消费者购买意愿的影响。研究结果表明:评论质量和评论者等级都对消费者购买意愿产生正向影响,而产品卷入度会调节评论质量和评论者等级对购买意愿的影响;评论质量对购买意愿的影响在高产品卷入度情境下更加显著,评论者等级对购买意愿的影响在低产品卷入度情境下更为显著;此外,高产品卷入度情境下,评论质量比评论者等级对购买意愿更具有影响力,低产品卷入度情境下,评论质量与评论者等级对购买意愿的影响无显著差异。
[Abstract]:With the rapid development of electronic commerce, how online user comments affect consumers' purchase decisions has attracted wide attention in academia and industry. Based on (ELM) model and Hofland persuasion model, this paper empirically tests the influence of user comments on consumer's purchase intention on shopping website by using experimental research method. The results show that both the quality of comments and the rating of reviewers have a positive effect on consumers' willingness to buy, while the degree of product involvement can regulate the influence of quality of comments and ratings of reviewers on the willingness to purchase. The effect of comment quality on purchase intention is more significant under the situation of high product involvement, and the influence of reviewer level on purchase intention is more significant under low product involvement; In addition, under the situation of high product involvement, the quality of review has more influence on the purchase intention than the rating of the reviewer, but there is no significant difference between the quality of the review and the rating of the reviewer on the intention of purchase under the situation of low product involvement.
【作者单位】：广东外语外贸大学商学院;
【基金】：国家自然科学基金项目(71372182;71171063) 教育部人文社科规划基金项目(09YJC630042) 广东省大学生创新创业项目(201511846064)
【分类号】：F713.55

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