产品类别与消费者异质性对在线评论意愿影响研究——在线评论与消费体验的比较情景

Impact of Product Category and ty on Online Comment Intention --In the Comparative Scene of Online Comment and Consuming Experiences

基于B2C平台搜索品和体验品分类视角,文章引入调节定向理论探究在线评论与消费体验正负面相一致或相矛盾情境下异质性消费者在线评论意愿的差异性。研究表明：（1）在线评论呈正面或负面性时,促进定向消费者在正面消费体验时总是比预防定向调节消费者的在线评论意愿更高,但预防定向消费者在负面消费体验时总是比促进定向消费者的在线评论意愿更高;（2）消费者正面或负面消费体验时,不同调节定向消费者对搜索品与体验品的在线评论意愿存在差异;（3）不同调节定向消费者对体验品的在线评论意愿差异程度都高于搜索品。基于研究发现,为商家有效管理在线评论工作提供理论依据与实践参考。

Based on the category of search goods and experience goods on B2C platform, this research introduced regulatory focus theory to explore the difference in heterogeneous consumers＇ online comment intention between scenarios in which online comment and consuming experience agree with or contradict to each other. The research has shown： （1） When the consuming experience is positive, online comment intention of consumers with promotion focus is always higher than those with prevention focus, while in negative consuming experience, the online comment intention of consumers with prevention focus is always higher than those with promotion focus. （2） When positive or negative consumer experience, consumers with different regulatory focus have different online comment intention to search goods and experience goods. （3） Consumers with different regulatory focus have a stronger intention to comment on experience goods than search goods online. Finally this research provides theoretical evidence and practical reference for businesses to manage online comment effectively.