消费者对网络评论信息的可信性评价——网站主导者、专业性及产品类别的影响

Consumer Credibility Evaluation of Online Review： The Effects of Website＇s Dominator, Specialness and Product Category

本研究通过2×2×2的组间实验分析了网站主导者（机构主导vs．公众主导）、专业性程度（专门信息型vs．综合信息型）对于消费者网络评论信息可信度的影响，同时考察了产品类别（搜寻型vs．体验型）与网站类型之间可能存在的交互作用。实验结果表明：（1）专门信息型网站上的评论要比综合信息型的评论获得消费者更高的真实性和可信度评价；（2）网站专业性／综合性程度对于评论信息可信性的影响在不同的产品品类中并不一致，当评论信息是关于搜寻型产品时，专门信息型与综合信息型网站上评论信息的真实性和可信度没有显著差异，但当评论信息是关于体验型产品时，专门信息型网站上评论信息的可信度要显著高于综合信息型网站上的评价；（3）评价信息可信度没有在机构主导型和网友主导型网站之间呈现出显著差异，与产品类别的交互作用也不显著。在上述研究发现的基础上，作者讨论了本研究的理论与实践意义。

The purpose of this research is to examine how different website categories influence the trustworthiness of online consumer reviews through a between-subjects experimental design. The results indicate that the consumer reviews posted on domain specific websites is more credible than those on general information websites and such an effect are larger for experience goods than search goods. However, beyond our expectation, there is no significant difference between institution dominated websites and netizen dominated websites,and the moderating effect of product category does not exist either. Implications for marketing theory and practice are discussed.