在线评论信息感知有用性影响因素实证研究——以服务型产品为例

An Empirical Study of Influencing Factors of Perceived Usefulness of Online Review

消费者购买在线产品过程中会搜索不同类型的信息,在线评论是非专业性和低涉入度消费者的重要信息来源。在线评论是否有用受到信息自身属性和消费者两个方面的影响,文章在前人文献基础上提炼了评论效价、评论类型和消费者调节聚焦类型作为自变量,评论信息的感知有用性作为因变量,以服务型产品的实验数据进行实证检验。结果显示:对于服务型产品,在线评论信息不能单独对在线评论的感知有用性产生影响,消费者调节聚焦类型对在线评论信息感知有用性影响显著,且能够调节评论效价和评论类型的影响作用。

Consumers search different types of information during online product purchases,and online reviews are important sources of information for non-professional and low involvement consumers. The usefulness of online reviews is influenced by two aspects： the information itself and the consumer. Based on previous researches,this paper uses review valence,review type and consumer regulatory focus as independent variables,perceived usefulness as dependent variable. The experimental data are from service product. Results show that the online review information alone can not affect the perceived usefulness. Consumer regulatory focus type has a significant effect on the perceived usefulness and can moderate the impact of review valence and review type on perceived usefulness.