在线评论对出境旅游购买意愿的影响路径研究——基于精细加工可能性模型
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摘要
在线评论很大程度上会影响消费者的购买意愿。本文基于精细加工可能性模型(ELM),以消费者在线预定出境旅游为例,采用GZBY国际机场428名出境旅客的问卷调查数据,应用结构方程模型进行验证。结论表明,在线评论对出境旅游购买意愿具有显著正向影响,在线评论显著正向影响出境旅游者的态度,也显著正向影响出境旅游者的从众心理。企业可通过构建在线评论体系,培养网络营销能力,改进消费者态度和从众心理,提高购买意愿。
In the era of Internet +,online comments largely influences consumer purchase intention. Based on the Elaboration Likelihood Mode( ELM),taking the case of outbound travel booked by consumers online,the survey data of 428 outbound passengers of GZBY International Airport is used to verify the model by using the structural equation model. Enterprises can improve consumers' attitudes,group psychology and purchase willingness by building online comment system,cultivating online marketing ability.
In the era of Internet +,online comments largely influences consumer purchase intention. Based on the Elaboration Likelihood Mode( ELM),taking the case of outbound travel booked by consumers online,the survey data of 428 outbound passengers of GZBY International Airport is used to verify the model by using the structural equation model. Enterprises can improve consumers' attitudes,group psychology and purchase willingness by building online comment system,cultivating online marketing ability.
引文
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[2]H Wang,Q Wei,G Chen.From Clicking to Consideration:A Business Intelligence Approach to Estimating Consumers'Consideration Probabilities[J].Decision Support Systems,2013,56(01):397-405．
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[5]Stephan Ludwig,Ko de Ruyter,Mike Friedman,Elisabeth C.Brüggen,Martin Wetzels,Gerard Pfann.More Than Words:The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates[J].Journal of Marketing,2013,77(10):87-103．
[6]宁连举，孙韩．在线负面评论对网络消费者购买意愿的影响[J]．技术经济，2014,(03):54-59．
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[8]张红宇，周庭锐，严欢，等．网络口碑对消费者在线行为的影响研究[J]．管理世界，2014,(03):178-179．
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[10]龚诗阳，刘霞，刘洋，等．网络口碑决定产品命运吗---对线上图书评论的实证分析[J]．南开管理评论，2012,(04):118-128．
[11]Z.Xiang,Z.Schwartz,J.H.Gerdes,M.Uysal.What Can Big Data and Text Analytics Tell Us about Hotel Guest Experience and Satisfaction?[J].International Journal of Hospitality Management,2014,10(13):120-130．
[12]Michael Siering,Amit V.Deokar,Christian Janze.Disentangling Consumer Recommendations:Explaining and Predicting Airline Recommendations Based on Online Reviews[J].Decision Support Systems,2018,10(03):52-63．
[13]Ladhari R,Michaud M.e Mom Effects on Hotel Booking Intentions,Attitudes,Trust,and Website Perceptions[J].International Journal of Hospitality Management,2015,46(01):36-45．
[14]Papathanassis A,Knolle F.Exploring the Adoption and Processing of Online Holiday Reviews:A Grounded Theory Approach[J].Tourism Management,2011,32(02):215-224．
[15]Filieri R,Mcleay F.E-WOW and Accommodation:An Analysis of the Factors That Influence Travelers'Adoption of Information from Online Reviews[J].Journal of Travel Research,2013,53(01):44-57．
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[18]Donnavieve Smith,Satya Menon,K.Sivakumar.Online Peer and Editorial Recommendations,Trust,and Choice in Virtual Markets[J].Journal of Interactive Marketing,2005,19(03):15-37．
[19]Chevalier,J.A.,&Mayzlin,D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Journal of Marketing Research,XLIII,2006,43(08):345-354．
[20]郑小平．在线评论对网络消费者购买决策影响的实证研究[D]．北京:中国人民大学硕士学位论文，2008.21-28．
[21]闫强，孟跃．在线评论的感知有用性影响因素---基于在线影评的实证研究[J]．中国管理科学，2013,(11):126-131．
[22]于丽萍，夏志杰，王冰冰．在线评论对消费者网络购买意愿影响的研究[J]．现代情报，2014,(11):34-38．
[24][37]Zhao X Y,Wang L,Guo X,et al.The Influence of Online Reviews to Online Hotel Booking Intentions[J].International Journal of Contemporary Hospitality Management,2015,27(06):1343-1364．
[25]樊一阳，张艳，李奔．网络环境下第三方评论对冲动购买意愿的实证研究[J]．技术与创新管理，2016,(02):167-171．
[27]Delone W.H,Mclean E.R.Measuring E-Commerce Success:Applying the Delone&Mclean Information Systems Success Model[J].International Journal of Electronic Commerce,2004,9(01):31-47．
[28]Wang H Y,Wang S H.Predicting Mobile Hotel Reservation Adoption:Insight from a Perceived Value Standpoint[J].International Journal of Hospitality Management,2010,29(04):598-608．
[29]Hennig-Thurau,Thorsten,Kevin P.Gwinner,Gianfranco,Walsh,et al.Electronic Word-of-Mouth Via Consumer-Opinion Platforms:What Motivates Consumers to Articulate Themselves on the Internet?[J].Journal of Interactive Marketing,2004,18(01):38-52．
[30]Park,D.H.,Lee,J.,Han,I.The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention:The Moderating Role of Involvement[J].International Journal of Electronic Commerce,2007,11(04):125-148．
[32]Cheung C M K,Thadani D R,The Impact of Electronic Word-of-Mouth Communication:A Literature Analysis and Integrative Model[J].Decision Support Systems,2012,54(06):461-470．
[33]Lee,J.,Park,D.H.,&Han,I.The Effect of Negative Online Consumer Reviews on Product Attitude:An Information Processing View[J].Electronic Commerce Research and Applications,2008,7(03):341-352．
[34]Izquierdo-Yusta A,Olarte-Pascua L.C.,Reinares-Larae.Attitudes toward Mobile Advertising among Users Versus Non-Users of the Mobile Internet[J].Telematics and Informatics,2014,32(02):355-366．
[35]Kim H.B.,Kim T,Shin S W.Modeling Roles of Subjective Norms and ETrust in Customers'Acceptance of Airline B2C E-Commerce Websites[J].Tourism Management,2009,30(02):266-277．
[36]温忠麟，张雷，侯杰泰，等．中介效应检验程序及其应用[J]．心理学报，2004,(09):614-620.
[2]H Wang,Q Wei,G Chen.From Clicking to Consideration:A Business Intelligence Approach to Estimating Consumers'Consideration Probabilities[J].Decision Support Systems,2013,56(01):397-405．
[3]Ghose,A.and Ipeirotis,P.Estimating the Helpfulness and Economic Impact of Product Reviews:Mining Text and Reviewer Characteristics[J].IEEE Transactions on Knowledge and Data Engineering,2011,23(10):1498-1512．
[4]Monic Sun.How Does the Variance of Product Ratings Matter?[J].Management Science,2012,58(10):696-707．
[5]Stephan Ludwig,Ko de Ruyter,Mike Friedman,Elisabeth C.Brüggen,Martin Wetzels,Gerard Pfann.More Than Words:The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates[J].Journal of Marketing,2013,77(10):87-103．
[6]宁连举，孙韩．在线负面评论对网络消费者购买意愿的影响[J]．技术经济，2014,(03):54-59．
[7][23][31]杜学美，丁璟妤，谢志鸿，等．在线评论对消费者购买意愿的影响研究[J]．管理评论，2016,(03):173-183．
[8]张红宇，周庭锐，严欢，等．网络口碑对消费者在线行为的影响研究[J]．管理世界，2014,(03):178-179．
[9]宋晓兵，丛竹，董大海．网络口碑对消费者产品态度的影响机理研究[J]．管理学报，2011,(04):559-566．
[10]龚诗阳，刘霞，刘洋，等．网络口碑决定产品命运吗---对线上图书评论的实证分析[J]．南开管理评论，2012,(04):118-128．
[11]Z.Xiang,Z.Schwartz,J.H.Gerdes,M.Uysal.What Can Big Data and Text Analytics Tell Us about Hotel Guest Experience and Satisfaction?[J].International Journal of Hospitality Management,2014,10(13):120-130．
[12]Michael Siering,Amit V.Deokar,Christian Janze.Disentangling Consumer Recommendations:Explaining and Predicting Airline Recommendations Based on Online Reviews[J].Decision Support Systems,2018,10(03):52-63．
[13]Ladhari R,Michaud M.e Mom Effects on Hotel Booking Intentions,Attitudes,Trust,and Website Perceptions[J].International Journal of Hospitality Management,2015,46(01):36-45．
[14]Papathanassis A,Knolle F.Exploring the Adoption and Processing of Online Holiday Reviews:A Grounded Theory Approach[J].Tourism Management,2011,32(02):215-224．
[15]Filieri R,Mcleay F.E-WOW and Accommodation:An Analysis of the Factors That Influence Travelers'Adoption of Information from Online Reviews[J].Journal of Travel Research,2013,53(01):44-57．
[16][26]Tsao W,Hsieh M T,Shih L W,et al.Compliance with Ewow:The Influence of Hotel Reviews on Booking Intention from the Perspective of Consumer Conformity[J].International Journal of Hospitality Management,2015,46(01):99-111．
[17]Cacioppo J.T.,Petty R.E.,Kao C.F,et al.Central and Peripheral Routes to Persuasion:An Individual Difference Perspective[J].Journal of Personality&Social Psychology,1986,51(05):1032-1046．
[18]Donnavieve Smith,Satya Menon,K.Sivakumar.Online Peer and Editorial Recommendations,Trust,and Choice in Virtual Markets[J].Journal of Interactive Marketing,2005,19(03):15-37．
[19]Chevalier,J.A.,&Mayzlin,D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Journal of Marketing Research,XLIII,2006,43(08):345-354．
[20]郑小平．在线评论对网络消费者购买决策影响的实证研究[D]．北京:中国人民大学硕士学位论文，2008.21-28．
[21]闫强，孟跃．在线评论的感知有用性影响因素---基于在线影评的实证研究[J]．中国管理科学，2013,(11):126-131．
[22]于丽萍，夏志杰，王冰冰．在线评论对消费者网络购买意愿影响的研究[J]．现代情报，2014,(11):34-38．
[24][37]Zhao X Y,Wang L,Guo X,et al.The Influence of Online Reviews to Online Hotel Booking Intentions[J].International Journal of Contemporary Hospitality Management,2015,27(06):1343-1364．
[25]樊一阳，张艳，李奔．网络环境下第三方评论对冲动购买意愿的实证研究[J]．技术与创新管理，2016,(02):167-171．
[27]Delone W.H,Mclean E.R.Measuring E-Commerce Success:Applying the Delone&Mclean Information Systems Success Model[J].International Journal of Electronic Commerce,2004,9(01):31-47．
[28]Wang H Y,Wang S H.Predicting Mobile Hotel Reservation Adoption:Insight from a Perceived Value Standpoint[J].International Journal of Hospitality Management,2010,29(04):598-608．
[29]Hennig-Thurau,Thorsten,Kevin P.Gwinner,Gianfranco,Walsh,et al.Electronic Word-of-Mouth Via Consumer-Opinion Platforms:What Motivates Consumers to Articulate Themselves on the Internet?[J].Journal of Interactive Marketing,2004,18(01):38-52．
[30]Park,D.H.,Lee,J.,Han,I.The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention:The Moderating Role of Involvement[J].International Journal of Electronic Commerce,2007,11(04):125-148．
[32]Cheung C M K,Thadani D R,The Impact of Electronic Word-of-Mouth Communication:A Literature Analysis and Integrative Model[J].Decision Support Systems,2012,54(06):461-470．
[33]Lee,J.,Park,D.H.,&Han,I.The Effect of Negative Online Consumer Reviews on Product Attitude:An Information Processing View[J].Electronic Commerce Research and Applications,2008,7(03):341-352．
[34]Izquierdo-Yusta A,Olarte-Pascua L.C.,Reinares-Larae.Attitudes toward Mobile Advertising among Users Versus Non-Users of the Mobile Internet[J].Telematics and Informatics,2014,32(02):355-366．
[35]Kim H.B.,Kim T,Shin S W.Modeling Roles of Subjective Norms and ETrust in Customers'Acceptance of Airline B2C E-Commerce Websites[J].Tourism Management,2009,30(02):266-277．
[36]温忠麟，张雷，侯杰泰，等．中介效应检验程序及其应用[J]．心理学报，2004,(09):614-620.
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