第三方产品评论信息结构对其再传播意愿的影响

The Impact of Third-party Reviews Information Structure on Its Passing-along Intentions

第三方产品评论(TPRs)对企业新产品信息扩散有着重要的意义,TPRs是否有效传播,也决定了新产品是否能迅速占领市场。基于理性行为理论和技术接受模型,本文考察TPRs类型、TPRs效价和跟随的消费者网络评论(ORs)与TPRs评论效价一致性等三个维度,对信息受众再传播TPRs意愿的影响效应。研究结果显示,上述三个维度均能显著影响信息受众再传播意愿,但它们的影响强度有所差异,三者影响强度大小顺序为:TPRs类型>TPRs效价>跟随的ORs与TPRs效价的一致性,同时还发现推荐型(混合型、跟随的ORs与TPRs效价一致)比描述型(全正型、跟随的ORs与TPRs效价矛盾)对再传播意愿的影响更大。

Third-party Reviews （TPRs） are of great significance to the diffusion of new product information. Whether TPRs are effectively disseminated determines whether the new products can quickly occupy market. Based on Theory of Reasoned Action （TRA） and Technology Acceptance Model （TAM）, this paper investigates the impact of three dimensions of TPRs （types, valences and consistency of valences between TPRs and Online Reviews （ORs） following TPRs） on Passing-along intentions （PAIs）. The results show that： these dimensions have significant impact on consumers＇ PAIs, while they have different effect intensities ： the total effect of types of TPRs on PAIs is the strongest, and the total effect of consistency of valences between ORs and TPRs on PAIs is the weakest; the influehce of recommendation format （mixing valences, consistency of valences between ORs and TPRs） of TPRs on PAIs is bigger than description format （total positive, contradiction of valences between ORs and TPRs） of TPRs.