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在线负面评论信息对潜在消费者购买意愿影响研究

An Empirical Study on the Influence of Online Negative Reviews on Potential Consumers’ Purchasing Intention

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【作者】 王阳王伟军刘智宇

【Author】 WANG Yang;WANG Wei-jun;LIU Zhi-yu;School of Information Management, Central China Normal University;Key Laboratory of Adolescent Cyberpsychology and Behavior, Ministry of Education, Central China Normal University;

【通讯作者】 王伟军;

【机构】 华中师范大学信息管理学院华中师范大学青少年网络心理与行为教育部重点实验室

【摘要】 【目的/意义】从在线负面评论信息的特征性因素出发,研究其对潜在消费者购买意愿的影响作用,并探究消费者动机性对各个因素的影响路径关系是否具有调节效应。【方法/过程】根据精细处理可能性模型(ELM),依据潜在消费者涉入度高低分别从外围情境感知路径和核心认知加工路径构建理论研究模型并通过实证方法进行验证。【结果/结论】研究结果表明,负面评论信息的负面情感倾向,评论时效性,感知风险对潜在消费者购买意愿均有显著影响作用,其中负面情感倾向效应最大。而消费者动机性只对感知风险和购买意愿间关系调节效应显著,说明潜在消费者动机性越强,对负面评论信息的感知风险越敏感。

【Abstract】 【Purpose/significance】The purpose of this article is to study the influence of the characteristic factors of online negative reviews on potential consumers’ purchasing intention, and discusses if consumer motivation has adjustment effect on the influencing path relationship.【Methods/process】Drawing on ELM, this paper divided the online negative reviews’ influence process into two paths as context awareness route and cognitive processing route according to the level of consumers’ involvement, and through these two paths this research constructed a theoretical research model and validated it through empirical methods.【Result/conclusion】The results show that all of negative emotional tendency, review timeliness and perceived risk have significant effect on consumers’ purchasing intention, especially negative emotional tendency. Moreover,consumers’ motivation positively moderates the effect of perceived risk on consumers’ purchasing intention. It confirmed that the more the potential consumers are motivated,the more sensitive the perceived risk of negative reviews is.

【关键词】 负面评论信息; ELM; 情境感知; 认知加工; 调节效应;

【Key words】 negative review; ELM; context awareness; congnitive processing; moderating effect;

【基金】 国家自然科学基金项目(71271099,71571084)

  • 【网络出版时间】2018-10-11 13:41
  • 【下载频次】788
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