线上评论感知有用性对购买意愿变化和购买行为的影响研究

发布时间：2018-04-27 11:30

  本文选题：线上评论 + 感知有用性　； 参考：《吉林大学》2016年博士论文

【摘要】：线上消费者评论的文本内容是消费者购买决策过程的一个重要参考,但每条评论的重要性并不相同。那么,什么样的评论更为重要,以及评论的有用性对消费者的购买意愿和购买行为究竟产生了何种影响是一个需要解决的问题。根据购买抑制因素理论(Purchase Inhibitors Theory),线上评论对购买意愿与购买行为的影响并不相同。这是因为消费者在购物过程中遇到的某些因素(例如等待更低的价格)会抑制最终的购买行为。因此本研究分别研究了线上评论感知有用性对购买意愿变化以及购买行为的不同影响。另外,线上评论感知有用性对购买意愿变化以及购买行为的影响还会受其他变量的影响,例如评论效价。但现有研究对于评论效价的调节作用却鲜有研究。鉴于上述理论缺口,本研究试图通过三个研究来回答如下问题:(1)线上评论感知有用性的影响因素;(2)线上评论感知有用性对购买意愿变化与购买行为的不同影响;以及(3)评论感知有用性起作用的条件。具体如下:研究一,采用关键事件法识别出了影响消费者购买和终止购买的线上评论感知有用性因素。结果发现了6个前人未曾识别出的新因素,即内容的可信性、联想性线索、与选择标准的相关度、有图有像、信息的一致性和感知与评论者的相似性。其中,联想性线索在终止购买的影响因素中所占比例较大。另外,前人指出的一些影响因素在本研究中并未得到确认,例如拼写与语法的正确性、俚语与幽默的使用、谦虚语气等。研究二,构建了线上评论感知有用性和购买意愿变化之间的关系模型,并检验了评论效价的调节作用。通过2(评论有用性:高vs.低)×3(评论效价:正面评论vs.负面评论vs.中性评论)组间实验设计,本研究检验了线上评论感知有用性对购买意愿变化的影响以及评论效价对二者关系的调节作用。结果发现:(1)评论感知有用性和评论效价分别对消费者购买意愿的变化有显著影响;(2)评论效价调节了评论感知有用性与购买意愿变化之间的关系。负面评论的有用性对购买意愿变化的影响最大,其次是正面评论的有用性和中性评论的有用性。研究三,分析了评论感知有用性对消费者购买行为的影响。为了验证线上评论对购买意愿和对购买行为影响的差异,本研究进一步检验了线上评论感知有用性对消费者购买行为的影响,同时验证了评论效价的调节作用。实验结果表明,线上评论感知有用性以及评论效价均对购买行为有显著的影响。另外,当评论为正面或中性时,有用性越高时,选择购买的消费者比例越高;当负面评论的有用性越高时,选择购买的消费者比例越低。这一结论表明,线上评论对购买意愿变化的影响和对购买行为的影响是不同的,正面评论和中性评论的有用性对购买意愿变化的影响较小,但对购买行为的影响较大。这可能说明即使消费者购买意愿较低,仍然可能有购买的行为,这也反应出通过购买意愿预测购买行为存在局限性。本研究的理论贡献在于:第一,本研究新发现了6个评论感知有用性影响因素。其中,联想性线索、与选择标准的相关度、有图有像、感知与评论者的相似性这几个因素表明消费者在通过阅读评论进行产品评估时,除了受评论者情感倾向的影响,也关注评论者对产品或服务体验的解释性内容。这一发现对于将评论有用性的研究视角从评论内容的情感倾向转变为评论内容的说服性论据提供了重要启示,拓宽了对线上评论有用性影响因素的研究视角。第二,本研究将线上评论感知有用性对购买意愿变化和购买行为的影响分开研究,得出的线上评论对二者的影响不同这一结论对于探索线上购买意愿和购买行为的关系研究提供了启示。第三,本研究对阅读评论前后购买意愿的两次测量,进一步明晰了线上评论对购买意愿影响的动态变化过程,推进了线上评论影响力的测量研究。第四,本研究将评论效价作为调节变量,检验了正面评论、负面评论和中性评论有用性对购买意愿变化和购买行为的影响差异,界定了评论有用性起作用的条件。负面评论有用性对购买意愿变化和购买行为的影响最大,正面评论和中性评论对购买意愿变化的影响较小,但对购买行为的影响却较大。这一研究结论对于未来将评论效价作为调节变量,深入分析线上评论影响力的差异及其不同的作用机制提供了参考。最后,本研究所识别出的有用性影响因素有助于企业开展更有效的口碑营销。同时,为企业根据评论效价和评论内容的有用性制定线上评论差异化的管理策略提供了参考。
[Abstract]:The content of online consumer reviews is an important reference to the process of consumer decision making, but the importance of each comment is different. Then, what kind of comment is more important, and what effect the usefulness of comments on consumers' purchase intention and buying behavior is a problem to be solved. Purchase Inhibitors Theory (Purchase), online reviews have different effects on purchase intention and purchase behavior. This is because some factors that consumers encounter during the shopping process (such as waiting for lower prices) will inhibit the final purchase behavior. In addition, the impact of perceived usefulness of online reviews on change of purchase intention and purchase behavior will be influenced by other variables, such as commentary validity. However, there is little research on the moderating effect of existing research on commentary validity. In view of the above theoretical gap, this study attempts to pass three The study answers the following questions: (1) the factors affecting the perceived usefulness of online reviews; (2) the difference between the perceived usefulness of online reviews on the change of purchase intention and the purchase behavior; and (3) the conditions for the perceived usefulness of the perceived usefulness. The online reviews perceived usefulness factors. Results found 6 new factors that had not been identified by predecessors, that is, the credibility of the content, the associative clues, the correlation with the selection criteria, the image image, the consistency of the information and the similarity between the perception and the commentators. In addition, some of the influential factors that have been pointed out by the predecessors have not been confirmed in this study, such as the correctness of spelling and grammar, the use of slang and humour, modesty and so on. Study two, the relationship model between perceived usefulness and change of purchase intention in online reviews is constructed, and the moderating effect of commentary validity is examined. 2 (comments on usefulness: High vs. low) x 3 (commentary validity: positive review vs. negative reviews vs. neutral reviews) experimental design. This study examines the impact of perceived usefulness of online reviews on the change of purchase intention and the moderating effect of commentary titer on the relationship between the two parties. The results are as follows: (1) comment on perceived usefulness and commentary titer for consumers' purchase intention, respectively The change has significant influence. (2) commentary validity regulates the relationship between perceived usefulness and change of purchase intention. The usefulness of negative reviews has the greatest impact on the change of purchase intention, followed by the usefulness of positive comments and the usefulness of neutral reviews. Study three analyses the impact of perceived usefulness of comments on consumer buying behavior. In order to verify the difference between the purchase intention and the purchase behavior of online reviews, this study further examines the impact of perceived usefulness of online reviews on consumer buying behavior, and validates the moderating effect of commentary validity. The experimental results show that the perceived usefulness and commentary validity of online reviews are both significant to purchase behavior. In addition, when the comments are positive or neutral, the higher the usefulness is, the higher the proportion of consumers choose to buy; the higher the usefulness of negative reviews, the lower the proportion of consumers selected to purchase. This conclusion shows that the impact of online reviews on the change of purchase intention is different from that of buying behavior, positive comments and neutrality. The usefulness of reviews has little effect on the change of purchase intention, but it has a greater impact on purchasing behavior. This may indicate that even if the consumer's purchase intention is low, it may still have the behavior of buying, which also reflects the limitations of buying behavior through the purchase intention. The theoretical contribution of this study lies in the following 6 new discoveries. The influence factors of perceived usefulness are perceived, among them, associative clues, correlation with selection criteria, images with images, and similarities between perception and commentators show that consumers are concerned with the critics' emotional tendencies, as well as the commentators' interpretative nature of the product or service experience in the evaluation of product reviews through reading reviews. This discovery provides an important inspiration to the perspective of the review of review usefulness from the emotional tendencies of the reviews to the persuasive arguments of the review content, and broadens the research perspective on the factors influencing the usefulness of online reviews. Second, the impact of this study on the change of perceived usefulness and purchase behavior of Online Reviews The conclusion of the separate study on the impact of online reviews on the two is an inspiration for exploring the relationship between online purchase intention and purchase behavior. Third, the two measurement of the purchase intention before and after reading reviews further clarifies the dynamic process of the online review on the influence of purchase and purchase intention, and promotes the online review. Fourth, this study uses commentary validity as an adjustment variable to examine the impact of positive comments, negative comments and neutral comments on the changes in purchase intention and purchase behavior, and define the conditions for the usefulness of reviews. The impact of positive comments and neutral reviews on the change of purchase intention is smaller, but it has a greater impact on purchasing behavior. This study provides a reference for further analysis of the differences in the influence of online reviews and their different mechanisms of action. Finally, the usefulness of this study is identified. The factors of sexual impact contribute to a more effective word of mouth marketing. At the same time, it provides a reference for the enterprise to develop the differentiated management strategy of online reviews based on the validity of comments and the usefulness of the comments.

【学位授予单位】：吉林大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.55
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本文编号：1810558