在线评论的格式多样性和社会性对消费者购买意向的影响
The Impact of Format Diversity and Sociability of Online Reviews on Consumer Purchase Intentions
摘要: 在线评论已成为消费者选择产品或服务时的主要参考，其呈现特征上的格式多样性和社会性对消费者购买意向的影响机制值得探究。根据在线评论相关概念，从个体认知和情感视角分别引入感知有用性和感知娱乐性变量，建立了SOR模型。结合中西方文化差异，本文基于中国和美国消费者的主观调查数据，针对在线评论的格式多样性和社会性对消费者购买意向的影响进行了实证研究。研究发现，在线评论的格式多样性和社会性均能够正向影响消费者的感知有用性和感知娱乐性，进而对购买意向产生正向影响。本研究有助于电商平台和商家构建合理的在线评论体系，制定有效的营销策略并进一步完善管理机制。
Abstract: Online reviews have become a primary reference for consumers when selecting products or services. It is worth exploring of the impact mechanisms of format diversity and sociability in the presentation features of online reviews on consumer purchase intentions. Based on relevant concepts of online reviews, the study introduces the variables of perceived usefulness and perceived entertainment from individual cognitive and emotional perspectives, the SOR-based research model was established. Taking into account cultural differences between China and the United States, this paper conducts empirical research on the impact of format diversity and sociability of online reviews on consumer purchase intentions using subjective survey data from Chinese and American consumers. The study reveals that both the format diversity and sociability of online reviews positively influence consumers’ perceived usefulness and perceived entertainment, thereby positively affecting purchase intentions. This research contributes to the construction of a rational online review system for e-commerce platforms and businesses, the formulation of effective marketing strategies, and the further improvement of management mechanisms.
文章引用：王贝贝, 陈梅梅. 在线评论的格式多样性和社会性对消费者购买意向的影响[J]. 现代市场营销, 2024, 14(1): 1-8. https://doi.org/10.12677/MOM.2024.141001

参考文献

[1] 陈瑞霞, 李园园. 在线评论有用性的影响因素研究——品牌声誉和产品类型的调节效应[J]. 运筹与管理, 2023, 32(2): 193-199.
[2] 张新, 刘生辉, 徐峰, 等. 基于体验型产品的在线评论有用性影响研究[J]. 经济与管理评论, 2023, 39(2): 95-108.
[3] 杜学美, 丁璟妤, 谢志鸿, 等. 在线评论对消费者购买意向的影响研究[J]. 管理评论, 2016, 28(3): 173-183.
[4] Benlian, A. (2015) Web Personalization Cues and Their Differential Effects on User Assessments of Website Value. Journal of Management Information Systems, 32, 225-260. [Google Scholar] [CrossRef] 
[5] 张艳辉, 李宗伟. 在线评论有用性的影响因素研究: 基于产品类型的调节效应[J]. 管理评论, 2016, 28(10): 123-132.
[6] Tseng, F.-C., Cheng, T., Li, K., et al. (2017) How Does Media Richness Contribute to Customer Loyalty to Mobile Instant Messaging? Internet Research, 27, 520-537. [Google Scholar] [CrossRef] 
[7] Xu, J., Benbasat, I. and Cenfetelli, R.T. (2014) The Nature and Consequences of Trade-Off Transparency in the Context of Recommendation Agents. MIS Quarterly, 38, 379-406. [Google Scholar] [CrossRef] 
[8] Liu, H., Chu, H., Huang, Q., et al. (2016) En-hancing the Flow Experience of Consumers in China through Interpersonal Interaction in Social Commerce. Com-puters in Human Behavior, 58, 306-314. [Google Scholar] [CrossRef] 
[9] 高琳, 李文立, 柯育龙. 社会化商务中网络口碑对消费者购买意向的影响: 情感反应的中介作用和好奇心的调节作用[J]. 管理工程学报, 2017, 31(4): 15-25.
[10] Sussman, S.W. and Siegal, W.S. (2003) Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14, 47-65. [Google Scholar] [CrossRef] 
[11] Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989) User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35, 982-1003. [Google Scholar] [CrossRef] 
[12] 岑咏华, 王晓书, 万青, 等. 个体信息认知处理与态度形成机制的实证研究[J]. 管理学报, 2016, 13(6): 880-888.
[13] 武瑞娟, 欧晓倩, 李东进. 图片呈现对消费者关注及接近行为影响效应研究[J]. 管理评论, 2021, 33(12): 176-186.
[14] Lee, Y., Kozar, K.A. and Larsen, K.R. (2009) Avatar E-Mail versus Traditional E-Mail: Perceptual Difference and Media Selection Difference. Decision Support Systems, 46, 451-467. [Google Scholar] [CrossRef] 
[15] Ferry, D.L., Kydd, C.T. and Sawyer, J.E. (2001) Measuring Facts of Media Richness. Journal of Computer Information Systems, 41, 69-78.
[16] Wang, J.-C. and Chang, C.-H. (2013) How Online Social Ties and Product-Related Risks Influence Purchase Intentions: A Facebook Experiment. Electronic Commerce Research and Applications, 12, 337-346. [Google Scholar] [CrossRef] 
[17] Jiang, Z. and Benbasat, I. (2004) Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping. Journal of Management Information Systems, 21, 111-147. [Google Scholar] [CrossRef] 
[18] 徐虹, 杨红艳. 社会排斥对消费者拟人化品牌选择倾向的双路径影响机制研究[J]. 南开管理评论, 2022, 25(2): 214-226.
[19] Hoftede, G., Hofstede, G.J. and Minkov, M. (2010) Cultures and Organizations: Software of the Mind: Intercultural Cooperation and Its Importance for Survival. McGraw-Hill, New York.

为你推荐