成本收益视角下消费者发表正面和负面评论信息的比较研究

Comparative Study on Consumers’Intention to Provide Positive and Negative Online Reviews from the Perspective of Benefit and Cost

为了比较研究消费者发表正面评论和负面评论的影响因素及其不同影响作用,本文基于社会交换理论,从收益和成本视角分析影响消费者发表评论的影响因素,并构建在线评论发表意愿研究模型。通过调查问卷收集数据,共收集646份数据,利用SPSS和Smart PLS进行数据处理和假设检验。研究结果表明,利他愉悦和情感发泄显著正向影响消费者发表正面评论,机会成本和风险成本显著负向影响消费者发表正面评论;经济激励负向影响消费者发表负面评论,自我提升、利他愉悦以及情感发泄显著正向影响消费者发表负面评论,而执行成本显著负向影响消费者发表负面评论,机会成本和风险成本的影响作用不显著。

The study aims to explore the factors affecting consumers’intention to provide positive online reviews and negative reviews and to examine the different effects.Grounded in social exchange theory,the paper analyzed the factors affecting customers’intention to provide reviews online from the perspective of benefit and cost,and developed a research model of intention to provide reviews online.A sample of 646 responses were collected through questionnaires,and the sample were analyzed,tested by SPSS and Smart PLS software.The study results showed that enjoyment of helping others and expression of emotion have significant positive influence on consumers’intention to provide positive online reviews,and opportunity cost and risk cost have significant negative influence on consumers’intention to provide positive online reviews.Economic rewards has significant negative influence on consumers’intention to provide negative online reviews;self-enhancement,enjoyment of helping others and expression of emotion have significant positive influence on consumers’intention to provide negative online reviews;executive cost has significant negative influence on consumers’intention to provide negative online reviews,but the impact effects of opportunity cost and risk cost are not significant.