不同产品类别在线评论对异质性消费者购买意愿影响

Online Review Impact on Heterogeneous Consumer Purchase Intention Based on Product Category

基于B2C平台搜索品和体验品分类视角,文章引入调节定向理论探究在线评论正负性对异质性消费者购买意愿的影响。研究表明:在线评论正负性对不同调节定向消费者的购买意愿存在差异性影响效果,相比于在线评论负面性的无差异影响效果,在线评论正面性对促进定向消费者购买意愿的影响效果总是高于预防定向消费者;消费者购买意愿的差异性源于搜索品与体验品的在线评论正负性敏感度不同;搜索品与体验品相比,在线评论正面性影响下,促进定向和预防定向消费者购买意愿差异程度都处于同一差异水平,在线评论负面性影响下,购买意愿均处于无差异低水平。

Based on the product category perspective of search and experience product in B2C platform,this paper introduces regulatory focus theory to explore the effects of online review on heterogeneous consumer purchase intention.The study has shown that online review differently influences customers＇ purchase intention of different regulatory focus;compared to no difference effect of the negative online review,positive online review effect on the purchase intention of promotion-focused consumers is always higher than the prevention-focused consumers.And difference of purchase intention is the result of different sensitivity of online review to search and experience product;comparing search and experience product,the degree differences of customers＇ purchase intention of different regulatory focus are at the same level under the online review positive effect,while the purchase intention is in a low level under the online review negative influence.