摘要
在线评论信息特征是影响评论信息感知有用性和消费者购买决策的重要因素,采用情景实验的方法,验证了在线评论的评论效价、评论类型和时间距离三个属性特征对评论感知有用性与购买意愿的影响作用。研究结果表明,在线评论信息的三个属性特征对感知有用性和购买意愿具有多组双因素的交互作用,且不同时间距离、评论效价和评论类型水平下,消费者购买意愿存在显著差异;但评论效价与评论类型对评论感知有用性的交互作用不显著,时间距离和评论类型对购买意愿的交互作用不显著。研究从更多因素水平上解释了前人研究结论中存在的不一致性。
The characteristics of online reviews are important factors that affect perceived usefulness and purchase decision. The effect of review valence, review type and temporal distance on perceived usefulness and purchase intention were verified by using the method of situational experiment. The results show that the three attributive characters of online reviews have multiple sets of double factors of interaction on perceived usefulness and purchase intention,and there are significant differences in purchasing intention under different temporal distance, review valence and review type. However, the interaction between review valence and review type has no significant effect on perceived usefulness of online reviews, and the interaction between temporal distance and review type has no significant effect on purchase intention. The study explains the inconsistency of previous research results from more factors.
出处
《工业工程与管理》
CSSCI
北大核心
2017年第6期148-153,168,共7页
Industrial Engineering and Management
基金
山西省软科学研究计划(2016041023-1)
国家自然科学基金资助青年项目(71602137)
关键词
评论效价
评论类型
时间距离
评论感知有用性
购买意愿
review valence
review type
temporal distance
online review perceived usefulness
purchase intention
