在线负面评论对消费者创新抗拒的影响——以P2P网络借贷平台为视角

本文从多学科视角构建了在线负面评论对消费者创新抗拒的机理模型,理论研究发现该作用过程可划分为信息处理、态度形成和抗拒反应三个阶段。P2P网络借贷背景下的实证结论表明:信息内容质量对产品负面态度与感知风险的积极影响明显大于信息源可靠性,产品负面态度和感知风险共同促使消费者产生创新抗拒行为,但感知风险与产品负面态度之间并不存在明显的作用关系。最后,根据研究结论为企业减弱在线负面评论对消费者创新抗拒的影响,提出了提升顾客满意、降低负面信息有用性、削弱负面态度影响力和塑造正面锚定等对策建议。

From a multidisciplinary perspective, this paper constructs a mechanism model of on-line negative reviews on consumer innovation resistance. Firstly, the theoretical study shows that the process of mechanism includes three stages： information processing, attitude formation and resistance reaction. Secondly, the empirical results of data coming from P2P network lending show, the positive influence of the information content quality on the negative attitude and the perceived risk of the product are significantly higher than the reliability of the information source, and the negative attitude and the perceived risk of the product jointly promote consumers to produce innovation resistance behavior, but there is no significant rela-tionship between the perceived risk and the negative attitude of the product. Finally, according to the research findings, the paper presents 4 suggestions for enterprise to reduce the influence of on-line negative reviews on consumer innovation resistance as： increasing customer satisfaction, reducing the usefulness of negative information, weakening the influence of negative attitude and establishing positive anchor.