电商平台在线评论情感倾向影响消费者购买决策的机制探析

Mechanism Analysis of the Influence of Emotional Tendency of E-Commerce Platform Online Reviews on Consumers’ Purchase Decisions

摘要: 在数字经济飞速发展的背景下，电商平台已成为消费者购物的核心渠道，而在线评论作为用户生成内容(UGC)的核心形式，其情感倾向直接影响消费者的购买判断与决策行为。不同于传统线下购物中消费者可直接接触产品的体验模式，电商场景下的信息不对称问题使得在线评论成为消费者获取产品真实信息、规避购买风险的关键依据。文章以在线评论的情感倾向为研究核心，整合信息传播理论、消费者行为理论与信任理论，搭建“认知–情感–信任”三位一体的分析机制，系统剖析在线评论情感倾向的形成逻辑，探究其影响消费者购买决策的内在机制，分析评论自身特征、平台因素、消费者个体差异等对机制传导的调节作用，并提出针对性的优化建议，为电商平台、入驻商家及消费者提供理论参考与实践指引，助力电商行业高质量发展。理论框架构建为在线评论情感倾向主要通过认知引导、情感共鸣、信任构建三条核心路径影响消费者购买决策，且不同情感类型(正面、负面、中性)的影响机制存在显著差异，同时各类调节因素通过改变情感信息的传递效率与解读方式，间接影响决策结果。

Abstract: Against the backdrop of the rapid development of the digital economy, e-commerce platforms have evolved into the dominant shopping channels for consumers. As a core form of User-Generated Content (UGC), online reviews exert a direct impact on consumers’ purchase judgments and decision-making through their emotional tendencies. Unlike offline traditional shopping where customers can inspect products in person, information asymmetry prevails in the e-commerce context, rendering online reviews a crucial source for consumers to acquire authentic product information and hedge against purchase risks. Centering on the emotional tendencies of online reviews, this paper integrates the Information Diffusion Theory, Consumer Behavior Theory, and Trust Theory to construct a three-in-one analytical framework of “Cognition-Emotion-Trust”. It systematically elaborates the formative logic of emotional tendencies embedded in online reviews, explores the internal mechanism whereby such tendencies shape consumers’ purchase decisions, and analyzes the moderating effects stemming from review attributes, platform-related factors, and individual consumer disparities on the transmission of the above mechanism. Targeted optimization suggestions are further put forward to furnish theoretical references and practical guidelines for e-commerce platforms, merchants operating on the platforms, and end consumers, thereby facilitating the high-quality development of the e-commerce industry. The constructed theoretical framework demonstrates that emotional tendencies of online reviews affect consumer purchase decisions via three pivotal pathways: cognitive guidance, emotional resonance, and trust establishment. Significantly different mechanisms exist across positive, negative, and neutral emotional categories; meanwhile, diverse moderating factors indirectly alter decision outcomes by regulating the transmission efficiency and interpretation mode of emotional information.