摘要
作为网络口碑传播最重要的形式之一,在线产品评论对顾客购买决策影响的重要性正日益增加,并逐渐成为了网络口碑营销研究中的热点问题。然而,相对于全球网民,中国网民更乐于分享负面评论。而从信息加工的视角,探讨负面评论信息结构特征对潜在顾客购买意愿影响及其营销启示的研究却还未受到广泛关注。基于此,本研究在对相关理论和文献进行述评的基础上,主要采用内容分析和情景模拟实验等方法,辅之以访谈和问卷调查,深入探讨负面在线评论质量的高低对顾客购买意愿的影响机制以及不同负面在线评论补救措施对顾客购买意愿的影响差异。
本研究主要包括以下两个方面的内容。(1)通过对淘宝、拍拍、易趣三大C2C网站747家店铺的总计5,697,077条产品评论,以及京东商城、当当、卓越亚马逊三大B2C网站总计755个产品的共计452,158条产品评论进行详尽地内容分析,梳理与总结国内电子商务网站在线评论数量分布与呈现的特点,概括负评回复的类型。(2)基于S-O-R研究范式,构建负面在线评论的质量及其补救措施对顾客购买意愿影响的理论模型,并采用三个实证研究对模型进行验证。实证研究一主要探讨在影响负评质量对顾客购买意愿的过程中,顾客的卷入度以及性别的调节作用。实证研究二进一步探讨负面评论质量对顾客购买意愿影响的过程中,消费者的产品知识与产品类型是否具有调节作用。实证研究三主要探讨针对负面评论采取不同补救措施是否对顾客的购买意愿具有不同影响,以及在这一影响过程中产品类型是否具有调节作用。
通过研究,本文主要得出了以下结论：
首先,针对国内电子商务网站在线评论的内容分析表明：(1)C2C网站的好评率高达98.05%,而B2C网站的好评率仅为84.46%。(2)无论是B2C还是C2C网站的负评率都非常低,其中B2C网站的负评率为2.4%,C2C网站的负评率仅为9.7%o；同时,C2C网站的负评回复率仅为24.76%。(3)B2C与C2C网站在线评论的呈现形式与路径迥异。(4)C2C卖家针对负面评论所采取的补救措施主要可概括为六种类型。
其次,实证研究的结果表明：第一,负面在线评论质量的高低对顾客的购买意愿具有显著影响。第二,卷入度是影响负面在线评论质量对顾客购买意愿的一个有效的调节变量。第三,负面在线评论对顾客产品态度的影响不具有性别差异,但对顾客购买可能性的影响具有性别差异。第四,产品类型是影响负评质量对顾客购买意愿的调节变量。第五,顾客产品知识的多少对顾客购买意愿有一定影响,但在影响负评质量对顾客购买意愿的过程中不具调节作用。第六,相对于对负面评论不采取任何补救措施而言,采取补救措施能使得顾客的产品态度和购买可能性发生较大的积极改变。而在出现负面评论所采取的三种具体的补救措施对顾客产品态度的影响中,在道歉的基础上增加归因比起单纯的道歉对顾客产品态度的积极影响更大,而物质补偿则没有必要。第七,产品类型对有无补救与顾客产品购买意愿之间的关系存在着一定的调节作用,但对三种有补救措施和顾客购买意愿之间的关系并不存在调节作用。
本文的创新主要体现在以下几个方面：(1)借助于内容分析所获得的一手统计数据,发现了国内电子商务网站在线评论数量分布、呈现与发布特点的统计规律,为电子商务企业管理在线评论提供了客观基础数据；(2)通过三个情景模拟实验,探讨了负面在线评论对顾客购买意愿的影响机制,引入并揭示了性别、产品类型和顾客产品知识等变量影响顾客购买意愿的作用机理,为网络口碑营销研究提供了新的理论基础；(3)探讨了网络零售商针对负面评论采取不同补救措施对顾客购买意愿影响的差异性,为电子商务企业实施不同于传统营销情境下的服务补救措施提供了理论依据。
最后,本文结合内容分析以及实证研究的结果,站在网络零售商的角度,为网络零售商提供了一些有针对性和理论依据的发布、呈现与管理在线评论的策略与建议。
Online product review, as one of the most important forms of electrical word-of-mouth communication, has an increasing influence on the purchase decision and also becomes a hot topic in the research of electrical word-of-mouth marketing. Although Chinese netizens take delight in sharing negative reviews, the researchers didn't draw a wide range of attention of how negative information's structure feature affect customers' purchase intention. Based on these, the researcher mainly adopts the following methods such as content analysis and scenario simulation experiment, supplemented by interview and questionnaire to reveal the mechanism that negative online review has effects on customers'purchase intention, and also to reveal the different influences on purchase intention with various recovery type of negative online review.
The research includes the following two parts:
(1) Deeply content analysis of5,697,077reviews from747C2C shops and452,158reviews of755products from three B2C websites Analyzing the distribution and presentation characteristics of online review of domestic E-commerce sites. Summarizing the recovery types of negative review on C2C websites.
(2) In view of S-O-R researching model and on the basis of the content analysis, the research constructing a theoretical model involving the quality of negative online reviews and influences from recovery measures to purchase intention, and carrying out three conceiving and interlocking studies to verify it. The first empiric study mainly discusses the influence from quality of negative review to purchase intention and the regulation of psychological factor (involvement degree of customers) and demographic factor (gender) in the process of effects from quality of negative review to purchase intention. The second empiric study discussed whether customers'product knowledge and types of products have function of regulation in the process of influence from quality of negative review to purchase intention? Whether product attitude is a valid moderator variable in the process of influence from quality of negative review to purchase probability? The third empiric study investigate that whether different recovery type have different effects on product attitude and in such process whether product type is a valid moderator variable?
Here comes the major conclusion:(1) According to the content analysis of online review of domestic E-commerce websites, it manifests the following four points. First, it revealed that the rate of positive review of C2C websites can go up to98.05%on average, much higher than that of B2C websites. The rate of positive review of the three B2C websites can only get84.46%. Secondly, the rate of negative review is very low either B2C or C2C websites. The rate of B2C websites is2.4%and that of C2C websites is9.7‰. Meanwhile, for the C2C websites, the rate of reply to negative reviews can only be24.76%. Thirdly, in terms of the present format of online review, here is a big difference between B2C and C2C websites. At last, there had six recovery types of negative review.
(2) The result of statistical analysis of empiric study shows that:(a) Quality of negative online reviews has a significant impact on consumers purchasing intention;(b) Degree of involvement is a valid moderating variable which has a significant impact from quality of negative online review to consumer product satisfaction and purchase choices.(C) Negative online reviews does not show up significant gender difference in product attitude, but brings about marked gender difference in consumer purchase probability.(d) Type of product is a valid moderator in the process of impact from quality of negative online review to purchase intention.
(e) Purchase probability of customers with plenty of product knowledge is much easier to be affected by online reviews than that of customers who have little knowledge of products, but product knowledge is not a valid moderator in the process of impact from quality of negative online review to purchase intention.(f) Comparing with non-recovery in face of negative review, recovery measures can make a significant change on product attitude and purchase probability.In terms of the influence on consumer product attitude, among the three recovery types confronting negative reviews, active influence of apology&attribute can be much larger than that of simple apology. Besides, such two influences are hugely different.(g) Type of product has some certain influence in terms of the interrelationship between recovery&non-recovery and product purchase intention (including product attitude and purchase probability), while it has no influence in terms of the interrelationship between three recovery types and purchase intention.
The innovation of the research present as the follwing three aspect. Firstly, based on the results of content analysis, the researcher find the quantity, distribution and present formation of online review of domestic E-commerce websites. These data are useful and objective for e-business company to manage the online reviews. Secondly, by three conceiving and interlocking scenario simulation experiment, the researcher discussed the mechanism of how negative online reviews influence customers'purchase intention. The conclusion provided new evidence for word-of-mouth research. Thirdly, discussed the difference that different recovery types influence online customers purchase intention. The results provided scientific base for E-commerce enterprise to take useful recovery types different from traditional marketing situation.
Since the researching result brings out some strategies and suggestions of publishing, presenting and managing negative online reviews for online retailers, it has learning significance to help retailers appeal and retain online clients, and improve business performance.
引文
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