摘要
在线用户评论已成为互联网时代下影响消费者行为的重要信息来源，但在线用户评论如何满足消费者需求以为其创造价值，学术界尚无相关的研究。本文确定了评论浏览者所追求的顾客价值维度，并通过实证方法验证了在线用户评论特征与各价值维度的关系。结果表明：评论数量、言论质量、评论效价对价值创造均有正向影响，而评论可信度对评论数量与价值创造之间的关系无显著影响，且对言论质量和评论效价与顾客价值之间的关系有弱负向影响。研究发现证实了虚拟环境下弱联系之间的这一在线口碑可以是顾客价值创造的新来源，故探索评论信息与顾客价值之间的关系对企业价格战略有积极意义。
Online reviews generated by consumers have become an important infor- mation source that affect consumers＇ attitudes and behaviors in the Internet era, hence an important antecedent to firms＇pricing decision. But the field remains un- touched as to how this information in the virtual environment that is difficult to identify its credibility satisfies readers＇ needs and creates value for them. By firstly identifying customer value and its dimensions pursued by online review readers, we empirically tested with the findings that three review characteristics, i.e. volume, quality and valence, have positive effects on customer value, and review credibility has no moderating effect on the relationship between review volume and customer value but has a marginal negative effect on the relationship between argu- ment quality as well as valence and customer value. These findings not only testify the possibility of consumers themselves as a new source of customer value, but pro- vide new insights for firms＇ pricing strategy.
出处
《价格理论与实践》
CSSCI
北大核心
2018年第1期150-153,共4页
Price:Theory & Practice
基金
国家自然科学基金项目“公共品牌创建、持续成长及其治理研究”(71272121)
