负面无用评论对消费者真的无用吗?

Are Negative Useless Comments Really Useless to Consumers?

网络购物在线评论信息包含了大量看似无用的评论,该类评论对消费者产品购买态度是否会产生影响尚缺少相关研究。明晰负面无用评论对消费者购买意愿的影响机理对平台及企业有效管理用户在线评论具有一定的参考价值。本研究以无用评论信息作为研究对象,采用实验法,设置“负面无用评论”“负面有用评论”实验组以及“正面有用评论”对照组,解析负面无用评论对消费者购买意愿的影响及其内在机制,得到结论如下:在正面有用评论集中加入负面无用评论能提高消费者购买意愿,加入负面有用评论则会降低消费者购买意愿;负面评论展现出的无关内容越多,消费者感知到的风险越低,购买意愿越高;品牌熟悉度越高,消费者购买意愿受负面无用评论的影响越大。

Although online shopping reviews contain a large number of useless comments,there are very few studies on the effect of such reviews on consumers’purchase attitudes.Clarifying the influence mechanism of negative useless comments on consumers’purchase intention is helpful for platforms and enterprises to effectively manage users’online reviews.This study takes useless comments as the research object,uses the experimental method by setting up"negative useless comments","negative useful comments"as experimental group and"positive useful comments"as contrast group,to explore the influence of negative useless comments on consumers’purchase intention and its internal mechanism.The results show that adding negative useless comments to positive useful comments can improve consumers’purchase intention,while adding negative useful comments can reduce consumers’purchase intention.The more irrelevant contents displayed by negative comments,the lower the perceived risk of consumption and the higher the purchase intention.The higher the brand familiarity,the greater the influence of negative useless comments on consumers’purchase intention.