摘要
基于怀疑视角,探讨了在线评论中奖励披露对消费者购买决策的影响,通过一个2×2的组间因子实验发现:有奖励的在线评论正向影响评论动机怀疑度,负向影响消费者购买意愿;评论动机怀疑度在奖励披露与消费者购买意愿的关系之间起中介作用;情感强度调节奖励披露与消费者购买决策之间的关系。
Based on a doubtful prospection,this paper tests the effects of incentives disclosure in online reviews on consumers'purchase decision.Through an experiment of 2×2 factorial design,results show that incentives disclosure posi-tively impacts review motivation skepticism,and negatively affects consumers'purchase intention.Secondly,review motiva-tion skepticism mediates the relationship between incentives disclosure and consumer's purchase intention.Thirdly,affect in-tensity moderates the relationship between incentives disclosure and consumer's purchase decision.
作者
王晓蓉
彭丽芳
WANG Xiao-rong;PENG Li-fang(Collaborative Innovation Center for Chongqing's Modern Trade Logistics&Supply Chain,School of Management Science and Engineering,Chongqing Technology and Business University,Chongqing 400067;School of Business,Xiamen University,Xiamen 361005)
出处
《软科学》
CSSCI
北大核心
2020年第6期122-125,144,共5页
Soft Science
基金
国家社会科学基金项目(19BGL258)
重庆工商大学高层次人才科研启动项目(1953044)。
关键词
在线评论
奖励披露
情感强度
评论动机
购买意愿
online reviews
incentives disclosure
affect intensity
reviews motivation
purchase intention
