“看得见”还是“摸得着”?——在线评论中感官线索引发的意象体验效应

Visual or Touchable?——The Imagery Experience Effect Induced by Sensory Clues of Online Reviews

在线评论中包含的感官体验信息会刺激消费者产生预先体验的心理意象,其对消费者消费心理的影响值得关注。基于解释水平理论和心理距离理论,通过三个情境实验对在线评论中视觉和触觉线索引发的意象体验效应进行研究。结果表明:在线评论中的视觉和触觉体验信息能够显著提升消费者的购买意愿;产品类型在心理意象与购买意愿间起到调节作用;时间距离作为心理意象影响作用的边界条件,能够通过转移消费者认知改变产品类型与心理意象交互影响购买意愿的作用效果。本研究拓展并丰富了口碑营销研究的方向,也为电商企业有效管理在线评论提供了有益启示。

Sensory clues included in the online reviews will stimulate consumer’s mental imagery of pre-experience and its effect on consumers’ psychology of consumption is worthy of attention. Based on the construal level theory and the psychological distance theory, this study conducts three situational experiments to explore the sensory experience effect induced by visual and haptic clues of online reviews. The results are as follows: visual and haptic clues are efficient in improving consumer’s purchase intention;the product type moderates the effect of the mental imagery on the purchase intention;time distance as the boundary condition affects the interactive effects of the product type and the mental imagery on consumers’ purchase intention by shifting consumers’ cognition. The study expands and enriches the research direction of the word-of-mouth marketing, and provides beneficial enlightenments for e-commerce enterprises in effectively managing online reviews.