基于调节定向理论的在线评论感知有用性差异研究

Differences in Perceived Helpfulness of Online Reviews Based on the Regulation Focus Theory

基于调节定向理论,引入调节定向变量,运用实验情境设计的方法,验证了评论效价和评论质量对消费者感知有用性的影响受到调节定向类型的作用。结果显示,对于促进定向消费者,正面或低质量的在线评论信息感知有用性更高;相反,对于预防定向消费者,负面或高质量的在线评论信息感知有用性更高,且正面高质量和负面低质量评论信息对不同调节定向类型消费者的感知有用性差异不显著。

Drawing on the regulation focus theory,this study introduces the regulation focus variables into experimental conditions to examine whether the valence and quality of perceived helpfulness of online reviews have an effect on consumers’different regulatory systems.The results show that positive or low quality online reviews have greater influence on promotion-focused consumers while negative or high quality online reviews have greater influence on prevention-focused consumers.There are no significant differences between positive,high quality online reviews and negative,low quality online reviews in affecting consumers with different focuses.