为他人购物:在线评论的说服力有何不同?

Buying for Others: Persuasiveness of Online Comments from Different Sources

以建构水平理论为基础,自我锚定效应是否发生为解释机制,探讨购买情景中产品接收者发生变化时,不同信息源的在线评论说服力有何变化。研究发现,受心理距离匹配效应的影响,当产品接收者为关系亲密的他人时,模糊评论者与相似评论者的信息说服力大小一致,皆大于不相似评论者;而当产品接收者为关系较远的他人时,模糊评论者与不相似评论者的信息说服力一致,皆大于相似评论者。

Drawing on construal level theory and egocentric anchoring effect,the authors examine the interplay of distance from closeness and distance from similarity on online reviews’persuasions.Two experiments revealed that,when they buy for close others,consumers are more likely to be persuaded by the comments of ambiguous and similar reviewers than those of dissimilar reviewers;when they buy for distant others,consumers are more likely to be persuaded by comments of ambiguous and dissimilar reviewers than those of similar reviewers.Egocentric anchoring effect is used to explain persuasiveness of comments from ambiguous reviewers.