网络口碑对消费者态度的影响路径研究——基于矛盾态度视角

Study on the Impact Paths of Electronic Word of Mouth on Consumer Attitudes——From the Perspective of Ambivalence Attitude

从消费者态度矛盾性视角,依据ELM模型研究消费者自身矛盾态度与网络口碑之间的交互机制。通过两阶段实验研究发现,消费者的矛盾态度稳健地调节着消费者对外界信息的处理。具体来说,网络口碑的评论质量和评论数量对消费者态度的改变具有显著影响;高矛盾消费者受评论质量的影响较为显著,即高矛盾者主要沿着中心路径改变态度;低矛盾者受评论数量的影响较为显著,即低矛盾者主要沿着边缘路径改变态度。

From the perspective of consumer＇s ambivalence attitude, this paper explored bow consumers with attitudinal am- bivalence cope with electronic word-of-mouth information based on ELM model. By a two-stage experimental study, it proved that consumers＇ attitudinal ambivalence robustly moderated their processing to the external information. Three find- ings emerged from the results. Firstly, argument quality and review quantity of eWOM had a positive effect on customer＇s at- titude. Secondly, more ambivalent consumers took the central route in attitude change. That is, there were more influenced by argument quality. Thirdly, less ambivalent consumers took the peripheral route in attitude change. That is, there were more influenced by review quantity.