在线评论对消费者购买意愿的影响研究

An Empirical Study on the Impact of Online Reviews on Consumers' Purchasing Intention

互联网极大地放大了口碑对消费者的影响力,在线口碑在消费者购买行为中扮演着越来越重要的角色。本文以在线口碑的一种主要形式——在线评论为研究对象,构建了纳入接收者专业能力这一调节因素的在线评论对消费者购买意愿的影响模型,并在此基础上提出了相应的假设,最后通过实证方法对该模型及假设进行了检验和修正。本研究数据显示,在线评论功能价值类因素,包括评论的数量、评论的质量、评论的效价都正向影响消费者的购买意愿,接收者心理表征类因素,包括感知风险、卷入度、信任倾向都正向影响在线评论对消费者购买意愿的影响;同时,通过分析证实了接收者专业能力对评论的质量、评论的数量与购买意愿之间的关系有着调节作用,但是对消费者感知风险与购买意愿之间关系并无调节作用。

Online word-of-mouth（ WOM） has been playing an increasingly important role in consumers＇ purchasing decisions for the reason that Internet has greatly amplified the influence of WOM on consumers. This paper researches the online review which is one of the main forms of online WOM. It firstly develops a conceptual model for online reviews＇ power on consumers＇ purchasing intention which includes the receiver professional ability as the control factor,then raises corresponding hypotheses. Finally,the model and the hypotheses are tested and revised by empirical methods. The results of this paper show factors of functional value including the quantity,the quality and the titer of the comments affect consumers＇ purchasing intention positively. Besides,factors of receiver＇s mental representations including perceived risk,involvement and trust propensity have positive influence on online reviews＇ power on consumers＇ purchasing intention. Meantime,the receiver professional ability adjusts the relationships between the quality as well as the quantity of the comments and consumers＇ purchasing intention,but not the relationship between perceived risk and consumers＇ purchasing intention.