矛盾性在线评论对消费者线上购买意愿的影响研究

Research about the Influence of Contradictory Dnline Reviews on Consumer E-purchase Intention

在当今互联网时代,在线评论作为用户生成内容(user-generated-content)的主要载体,对消费者线上购买的影响已越来越显著。已有关于在线评论的研究尚存在一个明显的局限,即基本都默认一条评论只含有一种极性(正面/负面),没有考虑到同一条评论也可以含有两种不同情感倾向的情况,好评中会有负面信息存在,差评中也有正面信息存在,而且,正负面信息出现的顺序也会有不同的影响。本文以实证的方法,探究了矛盾性在线评论的数量、质量和结构对消费者线上购买意愿的影响,为其在不确定情境下制定购买决策提供导向,同时也为线上零售商正确引导消费者评论、减少购物纠纷等提供可行性建议。

In today’s Internet age,online reviews as the main carrier of user-generated-content,has became increasingly significant which influences consumers’ online buying behavior a lot. In the existing research on online reviews,a significant limitation is the default that most reviews containing only one polarity( positive / negative),without taking into account the situation that one review may also contain two emotional emotion tendencies,there will be negative information in a positive review,also a positive information in a negative review,however,the order of positive and negative information that appears may also have different effects. This paper explores the impact of the quantity,quality and structure of contradictory online reviews on consumers’ E-purchase intention,provide guidance of making purchase decisions under uncertain situations for. Consumer Also,leading the consumer reviews correctly for on line retailers and providing feasible suggestions for E-commerce websites to reduce shopping disputes.