本文選題：線上評論 + 感知有用性��； 參考：《吉林大學(xué)》2016年博士論文

【摘要】：線上消費(fèi)者評論的文本內(nèi)容是消費(fèi)者購買決策過程的一個重要參考,但每條評論的重要性并不相同。那么,什么樣的評論更為重要,以及評論的有用性對消費(fèi)者的購買意愿和購買行為究竟產(chǎn)生了何種影響是一個需要解決的問題。根據(jù)購買抑制因素理論(Purchase Inhibitors Theory),線上評論對購買意愿與購買行為的影響并不相同。這是因?yàn)橄M(fèi)者在購物過程中遇到的某些因素(例如等待更低的價格)會抑制最終的購買行為。因此本研究分別研究了線上評論感知有用性對購買意愿變化以及購買行為的不同影響。另外,線上評論感知有用性對購買意愿變化以及購買行為的影響還會受其他變量的影響,例如評論效價。但現(xiàn)有研究對于評論效價的調(diào)節(jié)作用卻鮮有研究。鑒于上述理論缺口,本研究試圖通過三個研究來回答如下問題:(1)線上評論感知有用性的影響因素;(2)線上評論感知有用性對購買意愿變化與購買行為的不同影響;以及(3)評論感知有用性起作用的條件。具體如下:研究一,采用關(guān)鍵事件法識別出了影響消費(fèi)者購買和終止購買的線上評論感知有用性因素。結(jié)果發(fā)現(xiàn)了6個前人未曾識別出的新因素,即內(nèi)容的可信性、聯(lián)想性線索、與選擇標(biāo)準(zhǔn)的相關(guān)度、有圖有像、信息的一致性和感知與評論者的相似性。其中,聯(lián)想性線索在終止購買的影響因素中所占比例較大。另外,前人指出的一些影響因素在本研究中并未得到確認(rèn),例如拼寫與語法的正確性、俚語與幽默的使用、謙虛語氣等。研究二,構(gòu)建了線上評論感知有用性和購買意愿變化之間的關(guān)系模型,并檢驗(yàn)了評論效價的調(diào)節(jié)作用。通過2(評論有用性:高vs.低)×3(評論效價:正面評論vs.負(fù)面評論vs.中性評論)組間實(shí)驗(yàn)設(shè)計(jì),本研究檢驗(yàn)了線上評論感知有用性對購買意愿變化的影響以及評論效價對二者關(guān)系的調(diào)節(jié)作用。結(jié)果發(fā)現(xiàn):(1)評論感知有用性和評論效價分別對消費(fèi)者購買意愿的變化有顯著影響;(2)評論效價調(diào)節(jié)了評論感知有用性與購買意愿變化之間的關(guān)系。負(fù)面評論的有用性對購買意愿變化的影響最大,其次是正面評論的有用性和中性評論的有用性。研究三,分析了評論感知有用性對消費(fèi)者購買行為的影響。為了驗(yàn)證線上評論對購買意愿和對購買行為影響的差異,本研究進(jìn)一步檢驗(yàn)了線上評論感知有用性對消費(fèi)者購買行為的影響,同時驗(yàn)證了評論效價的調(diào)節(jié)作用。實(shí)驗(yàn)結(jié)果表明,線上評論感知有用性以及評論效價均對購買行為有顯著的影響。另外,當(dāng)評論為正面或中性時,有用性越高時,選擇購買的消費(fèi)者比例越高;當(dāng)負(fù)面評論的有用性越高時,選擇購買的消費(fèi)者比例越低。這一結(jié)論表明,線上評論對購買意愿變化的影響和對購買行為的影響是不同的,正面評論和中性評論的有用性對購買意愿變化的影響較小,但對購買行為的影響較大。這可能說明即使消費(fèi)者購買意愿較低,仍然可能有購買的行為,這也反應(yīng)出通過購買意愿預(yù)測購買行為存在局限性。本研究的理論貢獻(xiàn)在于:第一,本研究新發(fā)現(xiàn)了6個評論感知有用性影響因素。其中,聯(lián)想性線索、與選擇標(biāo)準(zhǔn)的相關(guān)度、有圖有像、感知與評論者的相似性這幾個因素表明消費(fèi)者在通過閱讀評論進(jìn)行產(chǎn)品評估時,除了受評論者情感傾向的影響,也關(guān)注評論者對產(chǎn)品或服務(wù)體驗(yàn)的解釋性內(nèi)容。這一發(fā)現(xiàn)對于將評論有用性的研究視角從評論內(nèi)容的情感傾向轉(zhuǎn)變?yōu)樵u論內(nèi)容的說服性論據(jù)提供了重要啟示,拓寬了對線上評論有用性影響因素的研究視角。第二,本研究將線上評論感知有用性對購買意愿變化和購買行為的影響分開研究,得出的線上評論對二者的影響不同這一結(jié)論對于探索線上購買意愿和購買行為的關(guān)系研究提供了啟示。第三,本研究對閱讀評論前后購買意愿的兩次測量,進(jìn)一步明晰了線上評論對購買意愿影響的動態(tài)變化過程,推進(jìn)了線上評論影響力的測量研究。第四,本研究將評論效價作為調(diào)節(jié)變量,檢驗(yàn)了正面評論、負(fù)面評論和中性評論有用性對購買意愿變化和購買行為的影響差異,界定了評論有用性起作用的條件。負(fù)面評論有用性對購買意愿變化和購買行為的影響最大,正面評論和中性評論對購買意愿變化的影響較小,但對購買行為的影響卻較大。這一研究結(jié)論對于未來將評論效價作為調(diào)節(jié)變量,深入分析線上評論影響力的差異及其不同的作用機(jī)制提供了參考。最后,本研究所識別出的有用性影響因素有助于企業(yè)開展更有效的口碑營銷。同時,為企業(yè)根據(jù)評論效價和評論內(nèi)容的有用性制定線上評論差異化的管理策略提供了參考。
[Abstract]:The content of online consumer reviews is an important reference to the process of consumer decision making, but the importance of each comment is different. Then, what kind of comment is more important, and what effect the usefulness of comments on consumers' purchase intention and buying behavior is a problem to be solved. Purchase Inhibitors Theory (Purchase), online reviews have different effects on purchase intention and purchase behavior. This is because some factors that consumers encounter during the shopping process (such as waiting for lower prices) will inhibit the final purchase behavior. In addition, the impact of perceived usefulness of online reviews on change of purchase intention and purchase behavior will be influenced by other variables, such as commentary validity. However, there is little research on the moderating effect of existing research on commentary validity. In view of the above theoretical gap, this study attempts to pass three The study answers the following questions: (1) the factors affecting the perceived usefulness of online reviews; (2) the difference between the perceived usefulness of online reviews on the change of purchase intention and the purchase behavior; and (3) the conditions for the perceived usefulness of the perceived usefulness. The online reviews perceived usefulness factors. Results found 6 new factors that had not been identified by predecessors, that is, the credibility of the content, the associative clues, the correlation with the selection criteria, the image image, the consistency of the information and the similarity between the perception and the commentators. In addition, some of the influential factors that have been pointed out by the predecessors have not been confirmed in this study, such as the correctness of spelling and grammar, the use of slang and humour, modesty and so on. Study two, the relationship model between perceived usefulness and change of purchase intention in online reviews is constructed, and the moderating effect of commentary validity is examined. 2 (comments on usefulness: High vs. low) x 3 (commentary validity: positive review vs. negative reviews vs. neutral reviews) experimental design. This study examines the impact of perceived usefulness of online reviews on the change of purchase intention and the moderating effect of commentary titer on the relationship between the two parties. The results are as follows: (1) comment on perceived usefulness and commentary titer for consumers' purchase intention, respectively The change has significant influence. (2) commentary validity regulates the relationship between perceived usefulness and change of purchase intention. The usefulness of negative reviews has the greatest impact on the change of purchase intention, followed by the usefulness of positive comments and the usefulness of neutral reviews. Study three analyses the impact of perceived usefulness of comments on consumer buying behavior. In order to verify the difference between the purchase intention and the purchase behavior of online reviews, this study further examines the impact of perceived usefulness of online reviews on consumer buying behavior, and validates the moderating effect of commentary validity. The experimental results show that the perceived usefulness and commentary validity of online reviews are both significant to purchase behavior. In addition, when the comments are positive or neutral, the higher the usefulness is, the higher the proportion of consumers choose to buy; the higher the usefulness of negative reviews, the lower the proportion of consumers selected to purchase. This conclusion shows that the impact of online reviews on the change of purchase intention is different from that of buying behavior, positive comments and neutrality. The usefulness of reviews has little effect on the change of purchase intention, but it has a greater impact on purchasing behavior. This may indicate that even if the consumer's purchase intention is low, it may still have the behavior of buying, which also reflects the limitations of buying behavior through the purchase intention. The theoretical contribution of this study lies in the following 6 new discoveries. The influence factors of perceived usefulness are perceived, among them, associative clues, correlation with selection criteria, images with images, and similarities between perception and commentators show that consumers are concerned with the critics' emotional tendencies, as well as the commentators' interpretative nature of the product or service experience in the evaluation of product reviews through reading reviews. This discovery provides an important inspiration to the perspective of the review of review usefulness from the emotional tendencies of the reviews to the persuasive arguments of the review content, and broadens the research perspective on the factors influencing the usefulness of online reviews. Second, the impact of this study on the change of perceived usefulness and purchase behavior of Online Reviews The conclusion of the separate study on the impact of online reviews on the two is an inspiration for exploring the relationship between online purchase intention and purchase behavior. Third, the two measurement of the purchase intention before and after reading reviews further clarifies the dynamic process of the online review on the influence of purchase and purchase intention, and promotes the online review. Fourth, this study uses commentary validity as an adjustment variable to examine the impact of positive comments, negative comments and neutral comments on the changes in purchase intention and purchase behavior, and define the conditions for the usefulness of reviews. The impact of positive comments and neutral reviews on the change of purchase intention is smaller, but it has a greater impact on purchasing behavior. This study provides a reference for further analysis of the differences in the influence of online reviews and their different mechanisms of action. Finally, the usefulness of this study is identified. The factors of sexual impact contribute to a more effective word of mouth marketing. At the same time, it provides a reference for the enterprise to develop the differentiated management strategy of online reviews based on the validity of comments and the usefulness of the comments.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：F713.55
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本文編號：1810558