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负面在线评论对消费者网络购买决策的影响:一个实验研究 被引量：58

How Negative Online Reviews Affect Consumers' Online Purchasing Decision:an Empirical Study
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摘要 基于态度功能理论、ELM理论和选择性假设理论,通过针对207名被试的情境模拟实验,研究了负面在线评论质量(高VS低)、消费者卷入度(高VS低)和性别(男VS女)三个变量对消费者满意度和购买选择的影响。研究结果表明:a.负面在线评论质量对消费者对产品的满意度以及购买选择具有显著影响;b.消费者的卷入度对消费者的产品满意度和购买选择具有显著的负向影响;c.负面在线评论对消费者的产品满意度不存在显著的性别差异,但对消费者的购买选择存在显著的性别差异;d.负面在线评论质量和卷入度对消费者的产品满意度具有交互作用。根据上述研究结果,从网络零售商角度对负面在线评论的管理提出了相关建议。。 Based on attitude function theory ELM theory and selective hypothesie theory,we applied scenario simulation experiment on 207 subjects to study the three variables of quality of negative online reviews（high vs low）,consumer degree of involvement（high vs low） and gender（male vs female） affecting consumer satisfaction and purchasing choice.The results show that： a.quality of negative online reviews has a significant impact on consumer product satisfaction and purchasing choice;b.degree of involvement exerts negative influence on consumer product satisfaction and purchasing choice;c.negative online consumer reviews does not show up significant gender difference in product attitude,but brings about marked gender difference in consumer willingness to purchase;d.quality of negative online reviews and degree of involvement have significant interaction on consumer satisfaction.Based on the above research results,the article offers a relevant proposal for negative online reviews management in perspective of online retailers.
作者 李宏 喻葵 夏景波
机构地区 东华大学管理学院
出处 《情报杂志》 CSSCI 北大核心 2011年第5期202-206,F0003,共6页 Journal of Intelligence
基金 国家社会科学基金项目资助"中国特色的网络消费调查研究"(编号:10BGL027)
关键词 负面在线评论 评论质量 卷入度 消费者 网络购买 购买决策 negative online reviews quality of reviews degree of involvement consumer online purchasing purchasing decision
分类号 F724.6 [经济管理—产业经济] B841.4 [哲学宗教—基础心理学]
  • 相关文献

参考文献19

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二级参考文献40

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共引文献269

同被引文献636

二级引证文献481

情报杂志
2011年 第5期

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