在线评论矛盾性对消费者矛盾态度和购买意愿的影响研究

摘要/Abstract

摘要：

在线评论是近几年学者们非常关注的问题，以往相关研究聚焦于在线评论数量、极性、情感内容对销量或排名的影响，而本研究更关注在线评论的各种矛盾性如何影响消费者。研究以评论内容涉及的产品属性和评论者来源为两个划分维度，将矛盾性在线评论分为4种类型，并基于归因理论视角，探讨4种不同类型的矛盾性在线评论对消费者矛盾态度和购买意愿的影响差异。研究结果表明，①4种类型的矛盾性在线评论均会使消费者的正面态度降低，负面态度升高，矛盾态度水平增加；②相对于不同属性的矛盾评论，消费者将同一属性的矛盾评论更多的归因于产品因素，因此在减弱正面态度、增强负面态度方面作用更明显，矛盾态度变化幅度较小；③在同一属性的矛盾评论中，不同评论者比同一评论者的评论具有更强的减弱正面态度、增强负面态度作用，矛盾态度变化幅度较小，而在不同属性的矛盾评论中，作用相反；④初始正面态度、最终正面态度对消费者最终的购买意愿有显著正向影响，最终负面态度对购买意愿有显著的负向影响。本文的研究表明了不同类型的矛盾性评论对消费者矛盾态度和购买意愿的影响存在差异，一方面是对现有矛盾评论研究的补充，另一方面企业可根据不同类型的矛盾性评论采取不同的措施，充分利用在线评论对消费者购买决策的影响。

关键词: 在线评论矛盾性, 矛盾态度, 购买意愿, 归因理论

Abstract:

In recent years, scholars have been paying increasing attention to online reviews. Previous studies focused on the impact of the number, polarity and emotional content of online reviews on sales or rankings. This study, by contrast, is concerned with how the contradiction between online reviews influences consumers. Contradictory online reviews can be divided into four types on the basis of two dimensions:product attributes and commentator source. From the perspective of attribution theory, we explore the differences in effects of different types of contradictory online reviews on consumers' ambivalent attitudes and purchase intentions. The conclusions are as follows. Firstly, any contradictory online review reduces consumers' positive attitude and increases the negative attitude and level of ambivalence. Secondly, compared with the contradictory online reviews for different attributes, contradictory online reviews for the same attribute are more likely to be attributed to the product itself rather than the reviewers. Consequently, though a positive attitude reduces amplitude and a negative attitude increases amplitude, the effect of negative reviews is more significant, leading to a smaller range of ambivalent attitudes. Thirdly, regarding the contradictory online reviews for the same attribute, the reduction of amplitude by a positive attitude and the increase in amplitude by a negative attitude are more significant and the range of ambivalent attitudes is smaller when the reviews are from the same reviewers than when they are from different reviewers. However, the effect is contrary for the contradictory online reviews for different attributes. Fourthly, an initial positive attitude and an eventual positive attitude have a significant positive effect on purchase intentions, and an ultimately negative attitude has a significant negative influence on purchase intentions. This study has shown that the effects of different types of contradictory online reviews on consumers' ambivalent attitudes and purchase intentions are different. On the one hand, it serves as a supplement for research on contradictory online reviews; on the other hand, enterprises can adopt different measures according to different types of contradictory reviews, making full use of the effect of online reviews on consumer purchase decisions.

Key words: contradictory online reviews, ambivalent attitudes, purchase intentions, attribution theory

石文华, 张绮, 蔡嘉龙. 在线评论矛盾性对消费者矛盾态度和购买意愿的影响研究[J]. , 2018, 30(7): 77-88.

Shi Wenhua, Zhang Qi, Cai Jialong. The Impact of Contradictory Online Reviews on Ambivalent Attitude and Purchase Intention[J]. , 2018, 30(7): 77-88.

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