在线评论解释对消费者购买意愿的影响研究

Research on the Effect of Online Comment Explanation on Consumers Purchase Intention

消费者网络购买意愿受到多种因素的影响,而在线评论已经成为其中最为关键的影响因素。现有研究多关注消费者提供的评论数量、评论得分和评论内容,而鲜少探究商家做出的在线评论解释及解释类型对消费者购买意愿的影响。为此,本文基于对比情境的调查问卷,通过实证分析研究在线评论解释对消费者购买意愿的影响。研究发现,消费者对于是否包含在线评论解释在感知有用性方面存在显著差异;评论解释类型与评论效价的交互作用对感知有用性有显著影响;对于负面评论,个性化的评论解释对消费者感知有用性影响更为显著;产品类型、评论解释类型与评论效价的交互作用对感知有用性的影响并不显著;评论感知有用性作为中介变量显著影响消费者购买意愿。研究结论为商家充分利用评论解释,提高消费者购买意愿,促进平台经济健康发展提供了参考借鉴。

Consumers' purchase intention is affected by many factors,among which online comments have taken the most significant role.Recent works on online comments mainly concern the number of comments,comment scores and comment content.Seldom research explores the impact of comment explanations.Therefore,based on the questionnaire of comparative scenarios,this paper studies the effect of online comment explanation on consumers purchase intention through empirical analysis.It is found that online comment explanation positively affects consumer s perceived usefulness.Moreover,the interaction between comment explanation content and comment valence has a significant impact on perceived usefulness.Especially,personalized comment interpretation has a more significant impact on perceived usefulness for negative comments.However,the interaction among product type,comment explanation content and comment valence does not have a significant impact on perceived usefulness.Besides,comment perceived usefulness acts as an intermediary variable and has a significant impact on consumer s purchase intention.The results also provide a reference for enterprises to promote consumers purchase intention by making full use of comment explanation.