矛盾性追加评论对青年茶叶消费者购买意愿的影响研究

Study on the Impact of Contradictory Additional Comments on Young Tea Consumers’Purchase Intention

在线评论已经成为消费者获取产品信息的主要来源,也成为近几年学者们非常关注的话题。本研究选取具有体验型产品和信任型产品双重属性的茶叶为例,以评论顺序和评论属性为划分维度,提出4种不同类型的矛盾性追加评论,开拓性的引入品牌信任作为调节变量,构建研究模型。采用评论爬虫和情境试验收集数据,并用Spss软件进行假设检验。研究结果表明:前后同一属性的评论会给青年消费者留下较为深刻的印象,对青年消费者购买意愿产生影响更大。品牌信任在矛盾性追加评论和消费者购买意愿之间起调节作用,品牌信任越高,消费者购买意愿越强。

Online reviews have become the main source for consumers to obtain product information,and have also become a topic of great concern to scholars in recent years.Selecting tea with dual attributes of experiential product and trust type product as an example,taking comment order and comment attributes as the division dimensions,four different types of contradictory additional comments are proposed,and brand trust is pioneeringly introduced as a moderating variable to construct the research model.Using comment crawlers and situational experiments to collect data,and using SPSS software for hypothesis test.The results of the research show that the comments with the same attribute before and after will leave a deeper impression on young consumers,and have a greater impact on young consumers’purchase intention.Brand trust plays a moderating role between contradictory additional comments and consumers'purchase intention.The higher the brand trust,the stronger consumers’purchase intention.