摘要
研究探讨了线上消费者评论中贴图(消费者图片vs.产品图片vs.无图片)对产品评价的影响效应。结果显示在评论中贴图为消费者图片时,消费者对产品评价最好。研究一证实了劝服效应是这一主效应背后的解释机制。研究二结果发现,针对问题解决型产品,消费者图片贴图对产品评价的影响效应会被显著增强;针对效果增强型产品,三种实验条件下被试对产品评价差异不显著。研究三结果发现,针对熟悉度较低品牌,消费者图片贴图会使产品评价显著提高;针对熟悉度较高品牌,三种实验条件下被试对产品评价无显著差异。研究使用劝服效应作为解释这两个交互效应的背后机制。
The current research examined how posted pictures of online consumer reviews(consumer picture vs.product picture vs.no picture)influenced consumers’product evaluation.Results showed that consumer pictures enhanced product evaluation.Study 1 testified that persuasive effect was the mechanism behind the main effect.Study 2 showed that for problem-solving product,consumer pictures increased product evaluation significantly;for enhancing product,there was no significant difference of product evaluation for consumer picture,product picture and no picture.Results of Study 3 showed that for unfamiliar brand,consumer pictures significantly enhanced product evaluation;for highly familiar brand,there was no significant difference for three experimental conditions.The present research used persuasive effect to examine the mechanism behind the interaction effects.
作者
武瑞娟
胡艺潇
李佩毓
Wu Ruijuan;Hu Yixiao;Li Peiyu(School of Management,Tianjin University of Technology)
基金
国家自然科学基金项目(71672124)资助
关键词
贴图
产品评价
劝服效应
吸引力相关产品
posted pictures in online consumer reviews
product evaluation
persuasive effect
attractiveness-relevant product