基于情感的用餐体验对消费者电子口碑发布意愿及平台选择的影响

The Impact of Dining Experience on the eWOM Publishing Willingness and Platform Choice:From the Consumption Emotion Perspective

互联网时代,电子口碑对商家的发展至关重要。本文选取对口碑依赖性更大的餐饮行业,基于扩展后的刺激—机体—反应模型,从情感角度探讨了用餐体验对消费者电子口碑(eWOM)发布意愿及其发布平台选择的影响。运用SmartPLS2.0进行模型分析,结果表明:首先,从消费者体验的角度解释消费者的口碑发布行为,揭示了情感对体验与意愿关系的中介作用;其次,指出了消费者情感状态对电子口碑发布平台选择的影响,消费者在面临多种平台时的选择机制是:体验较佳时,消费者正面情感占主导,在社交媒体平台上发布口碑的意愿较强;反之,消费者更倾向于在电子商务平台上发布口碑;再次,探讨了情感开放程度(openness-to-feeling,OF)对情感与意愿关系的调节作用,结果表明,其调节作用只在消费者的正面情感占主导时存在,即OF值较高的个体,正面情感对口碑发布意愿的影响也较大,而负面情感状态下OF的调节作用不明显。

In the Internet era,electronic word-of-mouth(eWOM)is very important for the development of businesses.Based on the expanded S-O-R(stimuli-organism-response)model,the influence of dining experience on consumers’willingness to release eW OM and the selection of releasing platform are discussed from the perspective of emotion.Using SmartP LS2.0,the results show that:Firstly,dining experience and the willingness to release eW OM have a U-shaped relationship.That means consumers will have a stronger willingness to release eW OM when their experience is better or worse,mediated by consumption emotion.Secondly,consumers’emotion influence the choice of eW OM releasing platform.Consumers with positive affect tend to share their experiences on social media while those with negative affect prefer e-commerce websites.Thirdly,how openness-to-feeling(OF)moderates the relationship between emotion and intention is discussed.The result shows that the moderating effect only occurs in the consumer’s positive emotion,i.e.the individual with higher OF,effect of positive emotion on eW OM publishing behavior will also be stronger.There are gender differences on the relationship between the environmental quality of the restaurant and eWOM releasing willingness.