矛盾性追评对顾客购买行为的影响——以服装产品为例

Impact of contradictory additional comments on customer purchase behavior:Taking clothing products as an example

近年来网购活动日益普及,顾客可以自发地在社交媒体上分享购物体验,这些信息为顾客的购买决策提供了参考依据。以往研究较为关注初评的影响,而忽略了追评,尤其是矛盾性追评带来的影响。在前人研究的基础上,采用问卷调查的方法,对矛盾性追评的测度标准及各个维度进行了阐释,探讨了矛盾性追评对顾客购买行为的影响。通过实证研究发现,追评的质量等因素影响顾客购买行为,且初评为好评而追评为差评的评论信息对顾客购买行为有消极影响;而初评为差评、追评为好评的评论信息则对顾客购买行为有积极作用;并且产品卷入度具有调节效应,可以增强两者的影响效果。在此基础上,为相关企业提供了建议。

In recent years, online shopping activities have become more and more popular. Customers can spontaneously share shopping experiences on social media. This information provides some references for customers to make purchase decisions. Previous studies have paid more attention to the impact of preliminary evaluation, but neglected the impact of review, especially the impact of contradictory review. On the basis of previous studies, the present study adopts the methods of questionnaire and survey to explain the measurement standard and various dimensions of contradictory evaluation, and discusses the impact of contradictory evaluation on customer purchase behavior. Empirical research shows that factors such as the quality of reviews affect customer purchasing behavior, and the information of reviews that are initially evaluated as good comments but reviewed as bad comments has a negative impact on customer purchasing behavior;while the information of reviews that are initially evaluated as bad comments and reviewed as good comments has a positive effect on customer purchasing behavior;and product involvement has a moderating effect, which can enhance the impact of both. On this basis, it provides suggestions for relevant enterprises.