在线评论对消费者购买决策的影响研究——基于评论可信度和信任倾向的中介、调节作用

A Research of the Influence of Online Reviews on Consumer Purchase Decision——Based on Mediation and Adjustment of Reliability Comments and Trust Tendency

从评论本身的客观性、主观性、时间维度、评论者角度及网络环境考虑,结合详尽可能性模型(ELM),研究评论质量和评论时效性的中心路径以及评论数量、评论者资信度和网络环境认知的边缘路径对购买决策的影响,构建理论模型并进行研究验证.采用问卷调查的方法收集数据,利用SPSS22.0软件对问卷数据进行分析处理.结果表明,评论时效性、评论数量、评论者资信度中的评论者专业性维度和网络环境认知都是通过评论可信度作用于消费者的购买决策,信任倾向会调节消费者对高质量评论的可信度感知.

Considering comments’ objectivity, subjectivity, the angle of time dimension and critics and network environment, combining with the elaboration likelihood model (ELM), a research is conducted into the center path of comments’ quality and timeliness and the edge path of comment number, commenters’ creditworthiness and influence of the network environment cognition on purchase decisions, and a theoretical model built and verified in order to enrich the mechanism of online reviews on purchasing decision. A questionnaire survey is used to collect data, and SPSS22.0 software used to analyze the questionnaire data so that the main effect of online comments on purchase decisions, mediating effect of the trust tendency and comments’ credibility can be tested. The results indicate that the comments’ timeliness, number and commenters' creditworthiness positively affect customers’ purchase decisions through comments credibility, and that the trust tendency will adjust the consumers’ credibility perception of the high quality review. High trust tendencies can regulate consumers’ perception of the credibility of different quality reviews, and high trust tendencies also have a higher perception of the credibility of high quality reviews.