CAJ | 학술논문

由于近年来网络评论对于消费者购买决策的影响越发的重要，许多公司开始通过操纵网络评论来影响顾客对于产品的感知与判断，从而达到增加产品销售的目的。虽然网评操纵行为在业界已经被广泛应用，但相关的学术研究却十分有限。网评操纵已成为一个急需理论发展及实证研究的课题。本文将信息操纵理论延展到网络环境，以说服知识模型作为理论背景，区分消费者对不同的网评操纵策略在道德性和欺骗性方面的评价，并研究各种网评操纵策略对消费者的产品购买意愿的不同影响以及说服知识的调节作用。结果表明网评操纵的感知欺骗性对说服知识较低的消费者的负面影响更大。此项研究发现对电商行业的健康发展及法规制订有重要的启示。
유우근년래망락평론대우소비자구매결책적영향월발적중요，허다공사개시통과조종망락평론래영향고객대우산품적감지여판단，종이체도증가산품소수적목적。수연망평조종행위재업계이경피엄범응용，단상관적학술연구각십분유한。망평조종이성위일개급수이론발전급실증연구적과제。본문장신식조종이론연전도망락배경，이설복지식모형작위이론배경，구분소비자대불동적망평조종책략재도덕성화기편성방면적평개，병연구각충망평조종책략대소비자적산품구매의원적불동영향이급설복지식적조절작용。결과표명망평조종적감지기편성대설복지식교저적소비자적부면영향경대。차항연구발현대전상행업적건강발전급법규제정유중요적계시。
As online product reviews have become an important source of information for consumers to make purchase decisions,firms are tempted to monitor and manipulate online product reviews to influence consumer perceptions about their products,making online review manipulations a research topic in urgent need for theory development and empirical study.In this paper,we examine how consumers perceive different manipulation strategies in terms of perceived ethicality and deceptiveness,their effect on consumers’ purchase intention,and the moderating role of persuasion knowledge.This research contributes to the online marketing literature by extending Information Manipulation Theory and the Persuasion Knowledge model to the online context and provides valuable insight to industry associations and policy makers to ensure the healthy development of e-commerce.