在线用户评论质量与评论者等级对消费者购买意愿的影响——产品卷入度的调节作用

The Impact of Online User Reviews Quality and Commentators Rank on Consumer Purchasing Intention——The Moderating Role of Product Involvement

随着电子商务的飞速发展,在线用户评论如何影响消费者的购买决策受到学术界和实业界的广泛关注。论文基于精细加工可能性模型(ELM)和霍夫兰德说服模型,采用实验研究法实证检验了购物网站上用户评论对消费者购买意愿的影响。研究结果表明:评论质量和评论者等级都对消费者购买意愿产生正向影响,而产品卷入度会调节评论质量和评论者等级对购买意愿的影响;评论质量对购买意愿的影响在高产品卷入度情境下更加显著,评论者等级对购买意愿的影响在低产品卷入度情境下更为显著;此外,高产品卷入度情境下,评论质量比评论者等级对购买意愿更具有影响力,低产品卷入度情境下,评论质量与评论者等级对购买意愿的影响无显著差异。

With the rapid development of online shopping,the impact of online reviews on consumer purchasing decisions has attracted broad attention from academia and business. Based on the Elaboration Likelihood Model（ ELM） and Hovland＇s persuasion model,the study explores the impact of online user reviews quality and commentators rank on consumer purchasing intention under different level of product involvement. The results indicate that online user reviews quality and commentators rank have positive effects on consumer purchasing intention,and product involvement plays a moderating role in the above effects; The quality of online user reviews stimulates more positive effect on purchasing intention for consumers with high product involvement,whereas commentators rank stimulates more positive effect on purchasing intention for consumers with low product involvement; Furthermore,in the context of high product involvement,the quality of online user reviews plays more positive effect on purchasing intention than that of commentators rank,whereas in the context of low product involvement,there is no significant difference in the effect of online user reviews quality and commentators rank on purchasing intention.