带图片评论与纯文字评论对消费者有用性感知影响的眼动研究

Eye-tracking Study on the Impact of Photographic Reviews and Verbal Reviews on Consumers’ Perceived Usefulness

[目的/意义]带图片评论与纯文字评论是在线评论的两种主要类型,但关于两者对消费者影响大小的研究结论尚存在分歧。[方法/过程]基于解释水平理论,通过眼动实验探究消费者对不同在线评论形式的有用性感知差异,并分析了产品类型的调节作用。[结果/结论]行为结果表明,当消费者购买外在型产品时,对带图片评论的有用性感知明显高于纯文字评论;当消费者购买内在型产品时,对两种评论的有用性感知无显著差异。眼动实验结果表明,当消费者在购买外在型产品时更关注带图片评论,对带图片评论的注视时间更长;在购买内在型产品时更关注纯文字评论,对纯文字评论的注视时间更长。该研究为电商营销者的营销管理活动提供了建议。

[Purpose/significance] Photographic reviews and verbal reviews are the two main online review forms in the field of social commerce,but there are still divergent conclusions about the impact of both on consumers.[Method/process] According to construal level theory,this study uses eye-tracking method to investigate consumers’ perceived usefulness of different forms of online reviews by suggesting that it needs to consider the mode ration effect of reviewed product type.[Result/conclusion]The behavioral results show that the perceived usefulness of photographic reviews is higher when consumers purchase external products.However,there is no significant difference of perceived usefulness for internal products between photographic reviews and verbal reviews.The eye-tracking results show that consumers pay more attention on photographic reviews when purchasing external products while pay more attention on verbal reviews when purchasing internal products.This study provides suggestions for commercial marketers’ marketing activities.