在线评论如何影响消费者:基于社会影响视角的整合框架

How online product reviews affect consumers: a conceptual framework based on social influence perspective

本文旨在解读在线评论如何影响消费者的态度和行为。在线评论不仅向评论阅读者传递了产品和用户体验等信息,还包含了社会规范的影响,例如社会群体中多数派或权威人士的意见。在对187篇现有文献进行分析后,文章首先从社会影响的理论视角归纳了在线评论影响机制中的在线评论特征、产品评价、评论评价、消费意愿和消费行为等5类要素,并提出一个整合的概念框架;其次对文献中采用较多的背景理论、研究者曾提炼过的在线评论特征进行梳理;最后在该框架下,探讨了阅读者特征、评论者特征、评论平台特征、产品特征等4类调节因素被引入研究的原因及其重要性,归纳了调节机制的主要逻辑。

Online reviews, a source of electronic word of mouth, not only contain product information but also have normative influence on review readers especially through pressure from majority of aggregated customers or opinion leaders. In this paper, the authors investigated and discussed how online product reviews affect following consumers` attitude and behavior based on social influence perspective. 187 articles published in the last 10 years appearing in different academically recognized journals of marketing and management information systems were reviewed. First, a summary of review characteristics and background theories were classified. Second, an integrated conceptual framework was proposed to focus on the roles of review characteristics on readers` product evaluation, review evaluation, purchase intention and behavior. Third, the authors identified four categories of moderators, namely the characteristics of readers, reviewers, review platform and product, to explore the moderating mechanisms. This study helps to facilitate understanding and provides a foundation for future eWOM research work.