卖家“好评返现”行为影响下的消费者接受意愿研究

Research on Consumers’Acceptance Willingness under the Influence of Seller’s Behavior of Cashback for Favorable Comments

消费者在选择电商卖家的过程中,用户的评价和推荐起着重要作用。基于此,很多电商卖家推出“好评返现”的营销活动。为了探究卖家“好评返现”行为影响下的消费者接受意愿,以感知质量为基础,通过三个情景实验,针对两种情形(即消费者在购物前得知卖家存在“好评返现”行为和不存在“好评返现”行为)开展实证研究。结果表明,卖家的“好评返现”行为通过降低消费者的感知质量对消费者接受意愿产生负面影响,并且心理抗拒在上述关系中发挥了调节作用。此外,相对于心理抗拒特质弱的消费者,具有强心理抗拒特质的消费者更容易受到卖家“好评返现”行为的影响。因此,电商卖家在选择是否开展“好评返现”营销活动时,应综合考虑消费者的类型,以提高消费者的感知质量和接受意愿。

In the process of choosing an e-commerce seller,users’comments and recommendations play an important role.Based on this,many e-commerce sellers have launched marketing campaigns of“cashback for good comments”.To explore consumers’acceptance willingness under the influence of sellers’behavior of cashback for good comments,this paper takes the perceived quality as the basis and conducts an empirical study on this issue considering two situations(i.e.,consumers know the seller has or does not have the behavior of“cashback for good comments”before shopping)through three scenario experiments.The results show that sellers’behavior of“cashback for good comments”has a negative impact on consumers’acceptance willingness by reducing consumers’perceived quality,and psychological resistance plays a moderating role in this relationship.In addition,compared with the consumers who have relatively weak psychological resistance,consumers with strong psychological resistance are more likely to be influenced by sellers’behavior of“cashback for good comments”.Therefore,when choosing whether to carry out marketing activities of“cashback for good comments”,e-commerce sellers should comprehensively consider the type of consumer to improve the perceived quality and acceptance willingness of consumers.