矛盾性追评对顾客购买行为的影响——以服装产品为例
|
摘要
近年来网购活动日益普及,顾客可以自发地在社交媒体上分享购物体验,这些信息为顾客的购买决策提供了参考依据。以往研究较为关注初评的影响,而忽略了追评,尤其是矛盾性追评带来的影响。在前人研究的基础上,采用问卷调查的方法,对矛盾性追评的测度标准及各个维度进行了阐释,探讨了矛盾性追评对顾客购买行为的影响。通过实证研究发现,追评的质量等因素影响顾客购买行为,且初评为好评而追评为差评的评论信息对顾客购买行为有消极影响;而初评为差评、追评为好评的评论信息则对顾客购买行为有积极作用;并且产品卷入度具有调节效应,可以增强两者的影响效果。在此基础上,为相关企业提供了建议。
In recent years, online shopping activities have become more and more popular. Customers can spontaneously share shopping experiences on social media. This information provides some references for customers to make purchase decisions. Previous studies have paid more attention to the impact of preliminary evaluation, but neglected the impact of review, especially the impact of contradictory review. On the basis of previous studies, the present study adopts the methods of questionnaire and survey to explain the measurement standard and various dimensions of contradictory evaluation, and discusses the impact of contradictory evaluation on customer purchase behavior. Empirical research shows that factors such as the quality of reviews affect customer purchasing behavior, and the information of reviews that are initially evaluated as good comments but reviewed as bad comments has a negative impact on customer purchasing behavior; while the information of reviews that are initially evaluated as bad comments and reviewed as good comments has a positive effect on customer purchasing behavior; and product involvement has a moderating effect, which can enhance the impact of both. On this basis, it provides suggestions for relevant enterprises.
In recent years, online shopping activities have become more and more popular. Customers can spontaneously share shopping experiences on social media. This information provides some references for customers to make purchase decisions. Previous studies have paid more attention to the impact of preliminary evaluation, but neglected the impact of review, especially the impact of contradictory review. On the basis of previous studies, the present study adopts the methods of questionnaire and survey to explain the measurement standard and various dimensions of contradictory evaluation, and discusses the impact of contradictory evaluation on customer purchase behavior. Empirical research shows that factors such as the quality of reviews affect customer purchasing behavior, and the information of reviews that are initially evaluated as good comments but reviewed as bad comments has a negative impact on customer purchasing behavior; while the information of reviews that are initially evaluated as bad comments and reviewed as good comments has a positive effect on customer purchasing behavior; and product involvement has a moderating effect, which can enhance the impact of both. On this basis, it provides suggestions for relevant enterprises.
引文
[1]JIMENEZ F R,MENDOZA N A.Too popular to ignore:The influence of online reviews on purchase intentions of search and experience products[J].Journal of Interactive Marketing,2013,27(3):226-235.
[2]CANDI M,JAE H,MAKAREM S.Consumer responses to functional,aesthetic and symbolic product design in online reviews[J].Journal of Business Research,2017,81(12):31-39.
[3]殷国鹏.消费者认为怎样的在线评论更有用?——社会性因素的影响效应[J].管理世界,2012,28(12):115-124.
[4]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,2016,28(3):173-183.
[5]FILIERI R.What makes an online consumer review trustworthy?[J].Annals of Tourism Research,2016,58(5):46-64.
[6]施晓菁,梁循,孙晓蕾.基于在线评级和评论的评价者效用机制研究[J].中国管理科学,2016,33(5):149-157.
[7]ULLAH R,AMBLEE N,KIM W.From valence to emotions:Exploring the distribution of emotions in online product reviews[J].Decision Support Systems,2016,81(1):41-53.
[8]朱丽叶,袁登华,张静宜.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[J].管理评论,2017,29(2):87-96.
[9]陶晓波,张欣瑞,杨建坤,等.在线评论、感知有用性与新产品扩散的关系研究[J].中国软科学,2017,32(7):162-171.
[10]PURNAWIRAWAN N,EISEND M,PELSMACKER P.Ameta-analytic investigation of the role of valence in online reviews[J].Journal of Interactive Marketing,2015,31(8):17-27.
[11]REIMER T,BENKENSTEIN M.When good WOM hurts and bad WOM gains:The effect of untrustworthy online reviews[J].Journal of Business Research,2016,69(12):5993-6001.
[12]石文华,龚雪,张绮,等.在线初次评论与在线追加评论的比较研究[J].管理科学,2016,30(4):45-58.
[13]ERYARSOY E,PIRAMUTHU S.Experimental evaluation of sequential bias in online customer reviews[J].Information&Management,2014,51(8):964-971.
[14]王长征,何钐,王魁.网络口碑中追加评论的有用性感知研究[J].管理科学,2015,29(3):102-114.
[15]胡常春,宁昌会.在线追评何时比初评更有用?——基于时间间隔和产品类型的调节效应分析[J].预测,2017,36(4):36-42.
[16]FELBERMAYR A,NANOPOULOS A.The role of emotions for the perceived usefulness in online customer reviews[J].Journal of Interactive Marketing,2016,36(11):60-76.
[17]SIERING M,DEOKAR A V,JANZE C.Disentangling consumer recommendations:Explaining and predicting airline recommendations based on online reviews[J].Decision Support Systems,2018,107(3):52-63.
[18]汪涛,王魁,陈厚.时间间隔何时能够提高在线评论的有用性感知——基于归因理论的视角[J].商业经济与管理,2015,35(2):46-56.
[19]汪旭晖,聂可昱,陈荣.“解释行为”还是“解释反应”?怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件[J].南开管理评论,2017,26(4):27-37.
[20]PARK S,NICOLAU J L.Asymmetric effects of online consumer reviews[J].Annals of Tourism Research,2015,50(1):67-83.
[21]SINGH J P,IRANI S,RANA N P.Predicting the“helpfulness”of online consumer reviews[J].Journal of Business Research,2017,70(1):346-355.
[22]王伟,王洪伟,盛小宝.中文在线评论的产品特征与观点识别:跨领域的比较研究[J].管理工程学报,2017,31(4):52-62.
[23]KRUGMAN H E.The impact of television advertising:Learning without involvement[J].Public Opinion Quarterly,1965,29(3):349-356.
[24]BHOLE B,HANNA B.The effectiveness of online reviews in the presence of self-selection bias[J].Simulation Modelling Practice and Theory,2017,77(9):108-123.
[25]ANTIOCO M,COUSSEMENT K.Misreading of consumer dissatisfaction in online product reviews:Writing style as a cause for bias[J].International Journal of Information Management,2018,38(1):301-310.
[26]CAMILLERI A R.The presentation format of review score information influences consumer preferences through the attribution of outlier reviews[J].Journal of Interactive Marketing,2017,39(8):1-14.
[27]王祖辉,姜维,李一军.在线评论情感分析中固定搭配特征提取方法研究[J].管理工程学报,2014,28(4):180-186.
[28]刁雅静,何有世,王念新,等.商品类型对消费者评论认知的影响:基于眼动实验[J].管理科学,2017,31(5):3-16.
[29]李琪,任小静.矛盾性追加评论对感知有用性的影响效应研究[J].管理科学,2017,31(4):139-150.
[30]GOTTSCHALK S A,MAFAEL A.Cutting through the online review jungle-Investigating selective e WOM processing[J].Journal of Interactive Marketing,2017,37(2):89-104.
[31]SCHINDLER D,DECKER R.Some remarks on the internal consistency of online consumer reviews[J].Australasian Marketing Journal(AMJ),2013,21(4):221-227.
[32]马艳丽.冲突的在线评论对消费态度的影响[J].经济问题,2014,36(3):37-40.
[33]孙锐,李星星.矛盾性追评对消费者购买意愿的影响研究[J].武汉大学学报(哲学社会科学版),2017,88(1):75-86.
[34]陈洁,丛芳,康枫.基于心流体验视角的在线消费者购买行为影响因素研究[J].南开管理评论,2009,18(2):132-140.
[35]BRODIE R J,ILIC A,JURIC B.Consumer engagement in a virtual brand community:An exploratory analysis[J].Journal of Business Research,2013,66(1):105-114.
[36]MINNEMA A,BIJMOLT T A,GENSLER S,WIESEL T.To keep or not to keep:Effects of online customer reviews on product returns[J].Journal of Retailing,2016,92(3):253-267.
[2]CANDI M,JAE H,MAKAREM S.Consumer responses to functional,aesthetic and symbolic product design in online reviews[J].Journal of Business Research,2017,81(12):31-39.
[3]殷国鹏.消费者认为怎样的在线评论更有用?——社会性因素的影响效应[J].管理世界,2012,28(12):115-124.
[4]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,2016,28(3):173-183.
[5]FILIERI R.What makes an online consumer review trustworthy?[J].Annals of Tourism Research,2016,58(5):46-64.
[6]施晓菁,梁循,孙晓蕾.基于在线评级和评论的评价者效用机制研究[J].中国管理科学,2016,33(5):149-157.
[7]ULLAH R,AMBLEE N,KIM W.From valence to emotions:Exploring the distribution of emotions in online product reviews[J].Decision Support Systems,2016,81(1):41-53.
[8]朱丽叶,袁登华,张静宜.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[J].管理评论,2017,29(2):87-96.
[9]陶晓波,张欣瑞,杨建坤,等.在线评论、感知有用性与新产品扩散的关系研究[J].中国软科学,2017,32(7):162-171.
[10]PURNAWIRAWAN N,EISEND M,PELSMACKER P.Ameta-analytic investigation of the role of valence in online reviews[J].Journal of Interactive Marketing,2015,31(8):17-27.
[11]REIMER T,BENKENSTEIN M.When good WOM hurts and bad WOM gains:The effect of untrustworthy online reviews[J].Journal of Business Research,2016,69(12):5993-6001.
[12]石文华,龚雪,张绮,等.在线初次评论与在线追加评论的比较研究[J].管理科学,2016,30(4):45-58.
[13]ERYARSOY E,PIRAMUTHU S.Experimental evaluation of sequential bias in online customer reviews[J].Information&Management,2014,51(8):964-971.
[14]王长征,何钐,王魁.网络口碑中追加评论的有用性感知研究[J].管理科学,2015,29(3):102-114.
[15]胡常春,宁昌会.在线追评何时比初评更有用?——基于时间间隔和产品类型的调节效应分析[J].预测,2017,36(4):36-42.
[16]FELBERMAYR A,NANOPOULOS A.The role of emotions for the perceived usefulness in online customer reviews[J].Journal of Interactive Marketing,2016,36(11):60-76.
[17]SIERING M,DEOKAR A V,JANZE C.Disentangling consumer recommendations:Explaining and predicting airline recommendations based on online reviews[J].Decision Support Systems,2018,107(3):52-63.
[18]汪涛,王魁,陈厚.时间间隔何时能够提高在线评论的有用性感知——基于归因理论的视角[J].商业经济与管理,2015,35(2):46-56.
[19]汪旭晖,聂可昱,陈荣.“解释行为”还是“解释反应”?怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件[J].南开管理评论,2017,26(4):27-37.
[20]PARK S,NICOLAU J L.Asymmetric effects of online consumer reviews[J].Annals of Tourism Research,2015,50(1):67-83.
[21]SINGH J P,IRANI S,RANA N P.Predicting the“helpfulness”of online consumer reviews[J].Journal of Business Research,2017,70(1):346-355.
[22]王伟,王洪伟,盛小宝.中文在线评论的产品特征与观点识别:跨领域的比较研究[J].管理工程学报,2017,31(4):52-62.
[23]KRUGMAN H E.The impact of television advertising:Learning without involvement[J].Public Opinion Quarterly,1965,29(3):349-356.
[24]BHOLE B,HANNA B.The effectiveness of online reviews in the presence of self-selection bias[J].Simulation Modelling Practice and Theory,2017,77(9):108-123.
[25]ANTIOCO M,COUSSEMENT K.Misreading of consumer dissatisfaction in online product reviews:Writing style as a cause for bias[J].International Journal of Information Management,2018,38(1):301-310.
[26]CAMILLERI A R.The presentation format of review score information influences consumer preferences through the attribution of outlier reviews[J].Journal of Interactive Marketing,2017,39(8):1-14.
[27]王祖辉,姜维,李一军.在线评论情感分析中固定搭配特征提取方法研究[J].管理工程学报,2014,28(4):180-186.
[28]刁雅静,何有世,王念新,等.商品类型对消费者评论认知的影响:基于眼动实验[J].管理科学,2017,31(5):3-16.
[29]李琪,任小静.矛盾性追加评论对感知有用性的影响效应研究[J].管理科学,2017,31(4):139-150.
[30]GOTTSCHALK S A,MAFAEL A.Cutting through the online review jungle-Investigating selective e WOM processing[J].Journal of Interactive Marketing,2017,37(2):89-104.
[31]SCHINDLER D,DECKER R.Some remarks on the internal consistency of online consumer reviews[J].Australasian Marketing Journal(AMJ),2013,21(4):221-227.
[32]马艳丽.冲突的在线评论对消费态度的影响[J].经济问题,2014,36(3):37-40.
[33]孙锐,李星星.矛盾性追评对消费者购买意愿的影响研究[J].武汉大学学报(哲学社会科学版),2017,88(1):75-86.
[34]陈洁,丛芳,康枫.基于心流体验视角的在线消费者购买行为影响因素研究[J].南开管理评论,2009,18(2):132-140.
[35]BRODIE R J,ILIC A,JURIC B.Consumer engagement in a virtual brand community:An exploratory analysis[J].Journal of Business Research,2013,66(1):105-114.
[36]MINNEMA A,BIJMOLT T A,GENSLER S,WIESEL T.To keep or not to keep:Effects of online customer reviews on product returns[J].Journal of Retailing,2016,92(3):253-267.