商品-卖家在线声誉不一致如何影响消费者购买意愿?

How does Online Reputation Inconsistency Between Product and Seller Influence Consumers'Purchase Intention?

在线声誉是帮助网络消费者改善信息不对称的重要信号,对于降低消费者的选择困难和提高消费者决策质量具有重要作用。然而,在实际购买中,对于同一卖家的同一商品,其在线声誉的各个维度所传递的信息未必总是一致的,例如商品声誉很高而卖家声誉很低,对于现实中广泛存在的“在线声誉不一致”的商品,消费者将如何进行抉择?本文探讨了平台型电商市场中商品声誉和卖家声誉不一致如何影响消费者对不同产品类型(搜索品vs.体验品)的购买意愿。基于线索诊断理论的视角,提出感知可诊断性也会影响消费者对于不同类型的在线声誉不一致组合的选择偏好。本研究采用情景实验的方法探究了在线声誉不一致对消费者购买意愿的影响,实验结果显示:在购买搜索品时,消费者对商品声誉高卖家声誉低的产品比商品声誉低卖家声誉高的产品有更高的购买意愿;在购买体验品时,消费者对卖家声誉高商品声誉低的产品比卖家声誉低商品声誉高的产品有更高的购买意愿;消费者对在线声誉的感知可诊断性对在线声誉不一致与购买意愿的关系具有中介作用。这为平台企业和平台卖家的声誉管理策略提供了有益的实践借鉴,也丰富了声誉理论在平台型电商领域的研究成果。

With the vigorous development of e-commerce,online shopping has become one of the main shopping ways for consumers.The platform e-commerce market attracts a large number of platform sellers and platform commodities due to its advantages of zero marginal operating costs and border-less development.However,the sharp increase in the number of sellers has exacerbated the information asymmetry between buyers and sellers.Therefore,it leads to consumers'uncertain perception of product quality and sellers service level,and then leads to consumers'decision-making difficulties and bad consequences such as inferior sellers driving out good sellers.Platform sellers usually manage online reputation in order to alleviate a series of problems caused by information asymmetry.Platform sellers demonstrate product quality and service level to platform buyers through online reputation,enabling consumers to select high-quality sellers among many sellers.This helps to form the purchase intention of consumers and ultimately realize the seller performance.Previous studies on online reputation have fully proved the usefulness of online reputation,that is,online reputation can not only build consumer trust and reduce consumers'perceived risks of online shopping,but also serve as a signal to help consumers distinguish between high-quality sellers and low-quality sellers,so as to help consumers make purchase decisions.However,previous studies generally regard online reputation as a single variable,but fail to systematically divide the constituent dimensions of online reputation,and even replace the online reputation of different dimensions,which leads to some inaccurate research conclusions.In fact,consumers often encounter the problem of inconsistent reputation in different dimensions of online reputation.For example,a seller sells a certain product with a high commodity reputation and a low seller reputation.So,for this widespread problem in reality,how will consumers choose?Can platform sellers achieve higher seller performance through reputation management strategy?How should platform e-commerce enterprises protect the interests of both buyers and sellers at the same time?These problems have not received the attention of academic areas.In fact,inconsistent online reputation will lead to prolonged decision-making time and lower decision-making quality of consumers,which will lead to a large number of consumers leaving the platform e-commerce market,and thus have a very negative impact on the entire platform ecosystem.Therefore,this paper discusses how the inconsistency between commodity reputation and seller reputation in the platform e-commerce market affects consumers'purchase intention for different product types(search vs.experience).Based on the theory of clue-based diagnosis,it is suggested that perceived diagnosticability can also influence consumers'preference for different types of inconsistent combinations of online reputation.In this study,full-time college students were selected as the object of investigation,and the influence of different types of online reputation inconsistent combination on consumers'purchase of different types of products was revealed through the scenario simulation experiment.The experimental results show that when purchasing search goods,consumers have a higher willingness to buy products with high commodity reputation and low seller reputation than those with low commodity reputation and high seller reputation.When purchasing experience goods,consumers have a higher willingness to buy products with high seller reputation and low commodity reputation than those with low seller reputation and high commodity reputation.The perceived diagnosability of consumers'mediates the relationship between online reputation inconsistency and purchase intention.This paper has the following theoretical contributions:First,this paper constructs the research framework of online reputation inconsistency.This article explores the inconsistent online reputation on consumer purchase intention and the effect of related research,rich in the effectiveness of online reputation,expand the perspective of information platform for electricity suppliers to persuade effect of related research,make up for past research of different dimensions of online reputation equivalent research limitations,for the development of the theory of reputation with important significance and function of innovation,make up the blank in the research of the theory of the existing online reputation.Secondly,this paper explores the regulating effect of product types.According to consumers'tendency of information processing and the degree of match the product type explores the product type for online reputation inconsistent influence consumer purchase intention of the adjustment function,can effectively expand the network consumer behavior related theory,information processing in the platform type electric dealer market consumer buying behavior for characterization of the system.Finally,the mediating role of perceived diagnosability is explored.Research of this paper used two experiments verify the consumer perception is diagnostic for the key to solve complex information processing tasks,to solve the problem of consumer buying online provides a new theoretical basis,the existing consumer behavior and the study of information processing theory has a great role in promoting,enrich the theory of clues to the diagnosis of network applications of consumer behavior research.