摘要
与传统商务相比，电子商务缺乏良好的沟通。为了改善消费者沟通体验，各电子商务平台纷纷采用多种互联网沟通工具。本文针对在线沟通广泛应用于电子商务这一现象，着重研究在线沟通在网上购买认知、决策和评价等阶段的作用。本文主要贡献体现在如下方面：
第一，以社会媒体为代表的信息技术普及越来越广，而且越来越多应用于商务活动。本文研究了社会媒体对消费者购买前在线沟通所产生的影响。研究发现，社会化商务背景下，消费者在线沟通的对象发生了变化。消费者不仅可以和销售人员沟通，还可以与有购买经历的社会网络成员沟通。社会化商务卖家同样需要重视网站质量，特别是与购买任务相关的信息质量直接影响消费者购买信心。社会化商务中销售人员的作用也不能忽略。销售人员提供系统的介绍和个性化的购买方案，这对消费者购买决策也起到促进作用。
第二，消费者购买前可能接受卖家提供的商品介绍和其他消费者提供的各种评论(正面评论和负面评论)。然而，消费者不一定对商品介绍完全满意，也不一定能发现他所需要的评论。本文基于约束理论，研究了网站质量、在线评论对在线沟通的影响。研究发现，在线沟通能在一定程度上弥补网站质量的不足；在线评论能激发消费者在线沟通的兴趣；在线沟通是消费者重要的信息源。
第三，消费者购买决策阶段中，往往面临卖家选择和品牌选择两个决策难点。本文着重研究电子商务环境下在线沟通和在线评论对消费者感知卖家声誉和品牌形象的作用。研究发现，感知卖家声誉和品牌形象是消费者在线决策的重要决策因素。在线沟通对消费者感知卖家声誉和品牌形象都有正向作用，而消费者评论主要对感知卖家声誉有一定影响。这一发现有利于进一步理解在线评论与在线沟通的区别。
第四，很难让消费者对购买完全满意。购买评价阶段，购买不满意可能激发消费者产生负面情绪。本文基于应对理论，研究了不满意消费者应对负面情绪所采取的行为以及这些行为对消费者再次购买的影响。研究发现，因不满意所引起的负面情绪可能激发消费者在线沟通（如抱怨和寻求社会支持）和回避沟通（如心理疏离）等行为。抱怨这一沟通行为对消费者再次购买意愿不显著。心理疏离对再次购买意愿有负面影响，这说明心里疏离有利于稳定消费者情绪而不利于再次购买。寻求社会支持这一沟通行为对再次购买意愿有正面影响，这说明寻求社会支持能抵消负面情绪的部分消极作用，有利于再次购买。
Compared with the traditional business, e-commerce lacks of of good communicationbetween sellers and consumers. In order to enhance consumer communication experience,all kinds of communication tools are applied by many e-commerce platforms. In this paper,the influence of online communication in the online purchase process of cognition,decision-making and evaluation. The main contributions are as below.
Firstly, social commercemeans the use of social media to engage in e-commerceactivity. Communication in social commerce is mainly from the customer in the socialnetworks of friends, not strangers. This relationship has enhanced the influence of onlinecommunication on customer’s purchase intention. At the same time, the relationship alsohighlights the need for researching online communication in social commerce. Based onthe Theory of restrictiveness, Social Learning Theory, we have constructed a model ofonline communication; we explored the drivers of online communication in socialcommerce and the influence of online communication onpromoting purchase intention.
Secondly, though product information and customer reviews are provided bye-commerce website, customers may still perceive that the purchase information isinsufficient. How can they get more useful information to make their purchase decision?To answer this question, this study investigatesthe role of online communication oncustomers’ purchase intention. A research model that consists of the relationships amongperceived restrictiveness of product information and customer reviews, onlinecommunication, and customers’ purchase intention is developed. Our findings show thatcustomers need online communication when they can’t find satisfactory productinformation or customer reviews. Online communication includes communication withseller and communication with social networking members, which contribute touncertainty reduction and purchase intention.Based on empirical findings, we offermanagerial suggestions for enhancing purchase intention in C2C e-commerce.
Thirdly, onlinecommunication and electronicword of mouth help customerscomprehensively understanding the seller’s reputation and the online products’ brandimage. In this paper,the results show thatonlinecommunicationcanhelpcustomersunderstand the seller's reputation and brandimage, consumer reviews(e-WOM) significantly affectedhe reputation ofthe sellerandthe brandimage ofnosignificantimpact.Meanwhile, thepaper alsodemonstrates theseller’sreputation and onlineproducts’brandimage have a significant effect on decision-making.
Finally, dissatisfaction is one of the factors that drive customers’ decisions reducingrepurchase intention. Repurchase is crucial to the success of online stores. The presentstudy attempts to examine what online communication behavior will be triggered bynegative emotion in e-commerce and examines the potential influence of communicationbehavior on customer repurchase decisions in e-commerce. A research model that reflectsthe relationships among dissatisfaction, negative emotion, and customers’ behavior isdeveloped. Our findings show that negative emotion is an important mediation betweendissatisfaction and repurchase intention. Different coping behaviors have different impactson repurchase intention. Based on empirical findings, we offer managerial suggestions forenhancing purchase intention in e-commerce.
引文
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