在线评论对消费者购买决策影响的眼动追踪实验研究

The Eye-tracking Study of Effect of Online Reviews on Consumer's Purchase Decision

本文采用眼动追踪技术对矛盾在线评论(包含正面评论和负面评论)影响消费者购买决策的过程进行实验研究。结果显示:相对于正面评论,消费者对负面评论的关注更多,受到负面评论的影响更大;男女在认知过程方面存在显著的差异,男性受到负面评论的影响比女性要小;品牌不仅影响消费者对在线评论的认知程度,还会改变消费者对负面评论的认知过程,综合分析结果表明品牌可以降低负面评论对消费者情感信任和购买行为之间关系的影响。

This study uses eye-tracking technology to explore the effect of inconsistent reviews（ a mix of positive and negative reviews） on consumers＇ purchase decision process. The results of the study show that： compared with positive comments,consumers pay more attention to the negative reviews and are more affected by the negative reviews; there are significant differences in the cognitive process between men and women,and the influence of negative reviews on men is less; brand can not only influence consumer＇s cognitive degree of reviews,but also change consumer＇s cognitive process of negative reviews and comprehensive analysis results show that brand can reduce the influence of negative reviews on relation between consumer＇s emotional trust and purchase behaviors.