在线购物评论特性对消费者信任以及购买意愿的影响研究

The Impact of Online Shopping Review Characteristics on Consumers’ Trust and Purchase Intention

文章研究了在线购物环境中,不同类型的评论特性(可靠性、完整性、新颖性、矛盾性)如何影响信任(对平台的信任、对卖家的信任、对评论区的信任)以及如何影响消费者的购买意愿。设计了一项实验模拟男士皮带的真实购买过程,并要求招募的参与者在阅读生成的在线评论之后做出购买决定。建立结构方程模型检验研究假设。结果显示,平台信任和卖家信任均对购买意愿存在显著的正向影响。同时,评论的可靠性、完整性、新颖性和矛盾性对三种类型的信任均有显著正向影响。研究结论对于电商平台、卖家和消费者均具有重要的实践意义,有助于提升消费者对在线购物的信任和购买意愿。This paper investigates how different types of review characteristics (reliability, completeness, novelty, and contradiction) in the online shopping environment affect consumers’ trust (platform trust, seller trust, and review community trust) and their purchase intention. An experiment was designed to simulate the real shopping process of men’s belts, and the recruited participants were requested to read generated online reviews before making purchase decisions. A structural equation model was established to test the research hypotheses. The results show that both platform trust and seller trust have a significant positive impact on consumers’ purchase intention. Meanwhile, the reliability, completeness, novelty, and contradiction of reviews have significant positive effects on the three types of trust. The conclusions of this study have important practical implications for e-commerce platforms, sellers, and consumers, helping to enhance consumer trust and purchase intention in online shopping.