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有用性无差异的在线产品质量评论和服务水平评论对消费者网上购买意愿的不同影响研究 被引量：8

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摘要 本文基于"评论内容类别×产品类别"的情景模拟实验,引入消费者网购经验和卖家熟悉程度两个调节变量,证明了在消费者形成网上购买意愿的过程中,对于评论有用性感知无差异的评论内容而言,负面服务水平评论的影响力总体大于负面产品质量评论的影响力。其中负面服务水平评论的影响力随网购经验和卖家熟悉程度的增加而降低;而负面产品质量评论影响力也随卖家熟悉程度的增加发生相同的下降变化,但相反网购经验改变带来的影响变化则不明显。最终这种评论内部的自身变化,导致了负面服务水平评论的影响作用力在低网购经验水平和不熟悉卖家的情况下显著大于负面产品质量评论,而这一局面随着两个调节变量的提升最终消失。
作者 李琪 阮燕雅
机构地区 西安交通大学
出处 《经济问题探索》 CSSCI 北大核心 2015年第1期16-22,共7页 Inquiry Into Economic Issues
基金 教育部规划基金 项目名称:基于电子商务链的网上交易信用服务体系研究(项目编号:12XJA790002) 项目主持人:李琪
关键词 评论有用性 网上购买意愿 服务水平评论 产品质量评论 负面在线评论
分类号 F724.6 [经济管理—产业经济] F713.55 [经济管理—市场营销]
  • 相关文献

参考文献26

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共引文献408

同被引文献60

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