在线评论对服装购买意愿影响的元分析

Meta-analysis of the influence of online reviews on clothing purchase intention

目前在服装及相关领域在线评论议题研究中,部分在线评论指标要素的研究结论存在差异,鲜有研究进行系统检验。为了对该部分争议性的在线评论指标要素的研究结论进行客观判断,回应现实研究的困境,文章选择元分析法,对国内外2004—2019年发表的54篇文献中涉及的七组变量关系、共48029个样本进行集成检验。发现除消费者专业性的影响效果不显著外,消费者信任倾向、评论者资信度、评论者的情感倾向性、在线评论质量、在线评论数量、在线评论时效性与消费者购买意愿均具有正向显著相关,且效果量均具有中度及以上程度。最后通过次群体分析发现,评论者资信度、在线评论质量、在线评论数量与消费者购买意愿的关系受文化背景的调节和影响,所得结论可为平台及企业优化服务、后续理论深化研究提供参考。

At present,in the research of online review topics in clothing and related fields,the research conclusions of some online review indicators are different,and few studies involve systematic tests.To make an objective judgment on the research conclusions of some controversial online review indicators,and to respond to the dilemma of real research,the Meta-analysis method was selected to carry out integration test of seven groups of variable relations and a total of 48029 samples involved in 54 pieces of literature published in 2004-2019.It is found that in addition to the insignificant effect of consumer professionalism,consumer trust tendencies,reviewers’credibility,reviewers’emotional tendencies,online review quality,number of online reviews,timeliness of online reviews,and consumer purchase intentions have significantly positive correlation,and the amount of effect is moderate or above.Finally,through sub-group analysis,it is found that the relationship among the credibility of reviewers,the quality of online reviews,the number of online reviews and consumer purchase intentions is regulated and influenced by cultural background.The conclusions obtained can provide references for platform and enterprise optimization services and follow-up theoretical in-depth research.