负面在线评论对消费者感知风险影响研究

Research on the Impact of Negative Online Comments on Consumers’ Perceived Risks

负面在线评论作为网络购物市场供给侧结构性改革的重要抓手,对便利消费者购买决策、促进生产者提升改进产品及服务质量等具有重要作用,研究负面在线评论对消费者感知风险影响具有重要的理论和现实意义。从负面在线评论、商家DSR服务和消费者性格特质及主观规范三个维度并结合SOR理论,构建了负面在线评论对消费者感知风险影响模型,通过设计问卷并收集实际数据进行实证分析。研究发现:负面在线评论显著正向影响社会感知风险;商家DSR服务显著正向影响服务感知风险;消费者性格特质显著正向影响心理感知风险,而主观规范显著负向影响心理感知风险;社会感知风险对购买意愿的影响大于心理感知风险,服务感知风险的影响最小。

As an important starting point of supply-side structural reform in shopping market,negative online comments play an important role in facilitating consumers’purchasing decisions,promoting producer improving product and service quality.It is of great theoretical and practical significance to study the impact of negative online comments on consumers’perceived risks.Considering the negative online comments,merchant DSR services,consumer personality traits and subjective norm,the model of negative online comments on consumers’perceived risks impact combining SOR theory is constructed.Besides,questionnaires are designed and actual data are collected for empirical analysis.It is found that negative online comments significantly positively affect social perceived risk.Moreover,merchant DSR services significantly positively affect service perceived risk.What’s more,consumer personality traits significantly positively affect psychological perceived risk,but subjective norm significantly negatively affects psychological perceived risk.In addition,social perceived risk on purchase intention is greater than the psychological perceived risk which is greater than the service perceived risk.