摘要
主要研究了在线评论类型和消费者的权力感对其购买意愿的影响。实验研究发现,消费者不同的权力感会影响其在看到不同类型的在线评论后所产生的购买意愿,其机制在于高(低)权力感的人在浏览体现工具性(认同性)利益的在线评论后会产生更高的信息加工流畅性,从而增加其购买意愿。此外,探讨了研究成果的理论意义和对实践的启示,并提出了研究的局限性与未来的研究方向。
This paper explores the impact of different types of online reviews and consumers′sense of power on their purchase intention.Through experimental research,it is found that consumers′different power state will affect their purchase intention after browsing different types of online reviews.The mechanism is that people with high(low)sense of power will have higher information processing fluency after they read online reviews referring to instrumental(identity)benefits,thus increasing their willingness to buy.In addition,this paper explores the theoretical significance and practical implications of the research results,and puts forward the limitations of the research and future research directions.
作者
朱碧筠
周洁如
ZHU Biyun;ZHOU Jieru(Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030, China)
出处
《上海管理科学》
2019年第3期43-47,共5页
Shanghai Management Science
基金
国家自然科学基金“基于移动社交网用户的互动行为与商业模式创新研究”(71572112)
