信息不对称在用户口碑差异的作用机理分析

Analyzing the Mechanism of Information Asymmetry in the Difference of Electronic Word-Of-Mouth

信息不对称普遍存在于生活和工作中。例如,“本地人”和“外地人”在地理位置、信息获取方式以及对当前市场的了解程度上存在很大的差异,乃至于所享受的服务和所支付价格也存在巨大差异。点评网站等平台的出现为消费者提供了额外的信息渠道,电子口碑日益成为人们做出消费选择的重要依据之一,缓解了消费者和商家之间的信息不对称现象。“本地人”和“外地人”信息对称应使得他们的消费评价趋同。但实证结果表明,与“外地人”相比,“本地人”对餐厅的评价更为严格,受市场竞争强度影响更大,给餐馆评分较低,而“外地人”出于对自身付出的肯定,会给餐馆打出较高的评分,并且在点评网站的限制下,“外地人”受市场竞争强度的影响也较小。

Information asymmetry is common in life and work.For example,“locals”and“tourists”have great differences in geographical location,information access and understanding of the current market,and even in the services they enjoy and the prices they pay.The emergence of online reviews provides additional channels for consumers to obtain information,and eWOM(electronic word-of-mouth)has increasingly become one of the important basis for people to make consumption choices,which alleviates the information asymmetry between consumers and businesses to a certain extent.The information symmetry of“locals”and“tourists”should make their consumption evaluation converge.However,the empirical results show that,compared with“tourists”,the“locals”have more strict and harsh evaluation on restaurants,and are more negatively affected by market competition,so as to give lower scores.Out of the affirmation of their own pay,“tourists”will give the restaurant a higher score.And under the restriction of the online reviews,outsiders are less affected by the negative impact of market competition.