负面在线评论文本特征对消费者购买意愿的影响——基于自我构建视角的分析

The Effect of Negative Online Review’s Textual Features on Consumer’s Purchase Intention: Analysis on the Perspective of Self-construal

信息技术的发展变革了口碑传播方式,越来越多的消费者自发地在网络上分享有关产品正面或负面的文字或图片信息,消费者在分享负面在线评论时更加诚实,负面在线评论对消费者的决策影响更大。本文基于自我构建理论,采取3个情景实验探讨负面在线评论文本特征的内在说服机制。研究表明,自我构建影响着负面在线评论文本特征对消费者购买意愿的作用效果。就文本内容而言,负面在线产品质量评论对独立自我消费者购买意愿的影响强于负面在线服务水平评论;负面在线产品质量评论和负面在线服务水平评论对相依自我消费者购买意愿的影响无显著差异。就情感强度而言,强负面情感强度的负面在线评论对独立自我消费者购买意愿的影响最强;中负面情感强度的负面在线评论对相依自我消费者购买意愿的影响最强。据此,建议企业识别不同自我构建导向消费者的信息偏好,对负面在线评论进行差异化管理。

Based on the theory of self-construal,this study conducted three situational experiments to explore the internal persuasion mechanism of negative online review’s textual features.The results show that self-construal orientation affects the persuasion of negative online review’s textual features on consumer’s purchase intention.With respect of the text content,the negative online commodity quality review has more significant negative impact on the purchase intention for consumers of independent self-construal,whereas both the negative online commodity quality review and the negative online service level review show no significant difference in influencing the purchase intention for consumers of interdependent self-construal.In terms of emotional intensity,negative online reviews contain strong negative emotions have greatest impact on purchase intention for consumers who are mainly independent self-construal,negative online reviews involve with moderate negative emotions have most significant influence on purchase will for those who are mainly interdependent self-construal.Therefore,it is suggested that enterprises should try to identify the information preference of consumers with different self-construal orientation,and take differentiated strategies to manage negative online comments.