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在线评价发布网站对消费者购买意愿影响的实证研究 预览 被引量:4

Study on the Effect of the Online WOM Website on Consumer Purchasing Intention
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摘要 随着互联网对人们生活的渗透,在线评价作为消费者选择评估的依据,对购买决策产生重要影响。正面评价对企业销量产生直接影响,部分商家通过贿赂、威胁等手段强迫消费者给予正面评价,因此,中立态度的第三方点评网站尤为重要。但第三方点评网站并不是十全十美,由于其用户发布评价不存在限制,因此也存在一些非中立信息。围绕在线评价可信度与消费者购买意愿的影响因素,主要考察了网站类型对这两方面的影响因素进行探讨,其次考察了评价质量对它们的影响,进一步考察了不同性别消费者的差别。采用实验法进行研究,通过对自变量(网站类型及评价质量)不同水平的操控,设置了四种实验情景,分别是第三方点评网站与高质量评价的组合、第三方点评网站与低质量评价组合、销售网站与高质量评价组合、销售网站与低质量评价组合。利用双因子方差分析、事后检验对假设以及研究问题进行检验和考察。文章最后归纳了对理论的贡献,并根据研究结论提出第三方点评网站未来发展建议及企业营销启示。 This paper reviews the research results in the field of online assessment Moreover, this paper reviews the media credibility theory; consumers purchase decision process and the principle of attribution theory ( especially the discount principle). Thus, this article raised a few issues on the basis of these researches. It focuses on the factors affecting the credibility of the online evaluation and purchasing intension. By controlling the independent variables such as the type of site and the quality of reviews, we created four experiment groups as following: online sale sites' high quality reviews, online sale sites' low quality reviews, third-party review sites' high quality re- views and third-party review sites' low quality reviews. Evaluation of credibility and purchasing in- tension were investigated whether there are differences in the four experimental groups. Subsequently, this article explores the differences of different genders. Using two-way ANOVA and post hoc test exam the hypothesis, the main conclusions are as follows: ( 1 ) compared with the online sales sites' reviews, the reviews of third-party review sites are more recognized by consumers; the quality of the reviews has a certain impact on consumers; the type of the review's site determines consumer's confidence and purchase intention. ( 2 ) female consumers more likely to believe online reviews; ( 3 ) under the influence of the type of site and the quality of the reviews, male consumers are mainly affected by the type of site. They are firstly affected by the third-party review sites' reviews, and then affected by the quality of reviews. Type of site has little effect on female consumers. They mainly affected by the quality of the evaluation. Finally, this article summarizes the contributions to the theory. Moreover, it proposed some marketing and corporate development proposals according to the study conclusions.
作者 朱琛 ZHU Chen
出处 《科学决策》 CSSCI 2016年第4期78-94,共17页 Scientific Decision-Making
关键词 在线评价 评价可信度 购买意愿 第三方点评网站 评价质量 online reviews the credibility of the online reviews purchasing intension third-party review site the quality of the reviews
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参考文献33

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