在线评论对消费者行为的影响研究——基于感知评论可信度的分析

Research on the influence of online reviews on consumer behavior——Analysis based on the credibility of perceived reviews

在线复合评论在线上购物平台中广泛存在。本文基于动机识别理论,探讨初评和追评复合评论效价的一致性和矛盾性对消费者感知评论可信度的影响及内在机制。研究发现:不同效价组合的复合评论影响消费者对评论可信度的感知,进而影响消费者购买意愿。初评为正、追评为负的效价组合比初评为正、追评为正具有更高的可信度;初评为负、追评为负比初评为负、追评为正也具有更高的可信度;感知利他动机发挥中介作用;评论人信誉标签调节复合评论效价组合对消费者感知评论可信度的影响。基于此,企业应重点关注消费者的追评、减少通过经济激励获得虚假正面评论的行为,并以“帮助其他消费者”的理由鼓励评论人撰写评论,以提高评论的可信度,进而提供消费者的购买意愿。

Online composite reviews are widely available in online shopping platforms.Based on the theory of motivation recognition,this paper explores the influence and internal mechanism of the consistency and contradiction of the valence of the composite review of the initial review and the post-review on the credibility of consumers’perceived reviews.The study found that composite reviews with different valence combinations affect consumers’perception of the credibility of reviews,which in turn affects consumers’purchase intention.The valence combination with a positive initial rating and a negative follow-up rating has higher credibility than a positive initial rating and a positive follow-up rating.Perceived altruistic motivation plays a medi-ating role;reviewer reputation labels moderate the impact of composite review valence combinations on consumers’perceived review credibility.Based on this,companies should focus on consumers’follow-up reviews,reduce the behavior of obtaining false positive reviews through economic incentives,and encourage reviewers to write reviews on the grounds of"helping other consumers",so as to improve the credibility of reviews,and then stimulate consumers’purchase intention.