在线评论一致性对消费者决策的影响

The Impact of Consistency in Online Reviews on Consumer's Purchase Intention

信任是共享经济发展的关键因素,而基于情感的信任作为其中重要一环,通过在线评论效价影响消费者的决策。本文从在线评论的总评分和细节评分两个维度出发构建了共享短租消费者情感信任的影响机制,并利用2015~2022年中国北京和美国纽约的Airbnb平台订单数据实证分析情感信任对消费者决策的影响。研究结果显示,在线总评论和细节评论包含负面情感更易吸引消费者;当两类评分一致为高评分时消费者购买意愿显著下降。另外,“超赞房东”徽章和整租房源能积极调节两类评分一致性与消费者购买意愿的关系。中国房源对两类评分一致性与消费者购买意愿的关系有负向调节作用。因此,在交易过程中,消费者可多关注包含负面评价的评论信息,同时考虑拥有“超赞房东”徽章的整租房源。

Trust is a key factor in the development of the Sharing economy.Affective-based trust,as an important part of it,affects consumer's purchase intention through online reviews.This study explores the impact mechanism of affective-based trust among consumers in the sharing accommodation,focusing on two dimensions:overall rating and detailed rating from online reviews.Empirical analysis is conducted using Airbnb listing data from Beijing,China,and New York,USA,spanning from 2015 to 2022.The results show that overall ratings and detailed reviews containing negative emotions are more likely to attract consumers;when the two types of ratings are consistent with high ratings,consumerspurchase intention decreases significantly.In addition,the“Superhost”badge and the entire rental listing can actively moderate the relationship between the consistency of the two types of ra⁃tings and consumerspurchase intention.Chinese housing has a negative moderating effect on this relationship.Therefore,during the transaction process,consumers can pay more attention to review information containing negative reviews,and consider entire rental listing with the“Superhost”.