在线评论对消费者休闲食品购买决策影响研究

摘要/Abstract

摘要：

在线评论对消费者的购买决策具有重要的影响。本文以网络休闲食品购买为研究对象，实证研究了在线评论对消费者购买决策的影响，并验证了消费者食品安全风险感知在在线评论与购买决策之间的调节作用。结论表明，在线评论各维度对消费者购买决策的影响不同。评论质量、产品卷入度、在线评论卷入度、评论相似性对购买决策具有显著正向影响，评论者资信度对购买决策影响不显著；矛盾性与评论效价对消费者购买决策的影响存在差异，当消费者认为在线评论对购买决策影响较小时，矛盾性对消费者购买决策具有正向影响，反之为负向影响；而当食品口味评判标准差异较大时，评论效价对消费者购买决策并无显著影响，当评判趋于一致时，存在正向影响。研究还表明，消费者食品风险感知在评论质量、评论效价、在线评论卷入、评论相似性与购买决策之间均存在正向调节作用，但是在矛盾性、产品卷入度、评论者资信度与购买决策间不存在显著的调节作用。

关键词: 在线评论, 休闲食品, 购买决策, 食品安全风险感知

Abstract:

Online reviews have an important influence on consumers' purchase decision. In this paper, we empirically research the influence of online reviews on consumers' decision to buy leisure foods, and validate the moderating effect of consumer food safety risk perception between online reviews and purchase decision. Our research shows the online review dimension has a different impact on consumers' purchase decisions. Comment quality, product involvement degree, online comment involvement and comment similarity have a significant positive impact on purchase decisions, and commenter credit reliability has no significant impact on purchase decisions. Contradiction and review effect price have different influences on consumers' purchase decision. When the influence of online review on purchase decision, in consumers' view, is small, the contradiction has a positive influence on consumers' purchase decision, and when the influence is deemed large, the contradiction a negative impact. However, when the evaluation criteria of food tastes differ greatly, the review effect price has no significant influence on consumers' purchase decisions, and when the judgment tends to be consistent, there are positive influences. In addition, consumer food risk perception has a positive moderating effect between the comment quality, review effect price, online comment involvement, comment similarity and purchase decisions, but there is no significant moderating effect between the contradiction, product involvement, consumer credit reliability and purchase decisions.

Key words: online reviews, leisure foods, purchase decision, food safety risk perception

曹裕, 李青松, 万光羽. 在线评论对消费者休闲食品购买决策影响研究[J]. , 2020, 32(3): 157-166.

Cao Yu, Li Qingsong, Wan Guangyu. The Influence of Online Reviews on Consumers' Decision to Buy Leisure Foods[J]. , 2020, 32(3): 157-166.

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