CAJ | 학술논문

网络评论影响消费者决策,其中,评论内容对消费者购买意愿有重要影响。文章基于解释水平理论,将网络评论分为体现工具性利益和体现认同性利益两类评论,以酒店网络评论为例,通过实验研究了这两类评论在不同时间距离和社会距离情景下对消费者购买意愿的影响。结果表明,时间距离上的远期消费者购买意愿受认同性评论的影响更显著,近期消费者购买意愿受工具性评论的影响更显著;与评论发布者社会距离远的消费者购买意愿受认同性评论影响更显著,与评论发布者社会距离近的消费者购买意愿受工具性评论影响更显著。文章为研究在线消费者决策提供了理论基础,为企业制定在线信息管控机制和网络营销策略提供了方法指导。
망락평론영향소비자결책,기중,평론내용대소비자구매의원유중요영향。문장기우해석수평이론,장망락평론분위체현공구성이익화체현인동성이익량류평론,이주점망락평론위례,통과실험연구료저량류평론재불동시간거리화사회거리정경하대소비자구매의원적영향。결과표명,시간거리상적원기소비자구매의원수인동성평론적영향경현저,근기소비자구매의원수공구성평론적영향경현저;여평론발포자사회거리원적소비자구매의원수인동성평론영향경현저,여평론발포자사회거리근적소비자구매의원수공구성평론영향경현저。문장위연구재선소비자결책제공료이론기출,위기업제정재선신식관공궤제화망락영소책략제공료방법지도。
Study on the influence of online reviews is of both theoretical and practical importance for understanding consumer purchase behaviors.In the current study,two experiments were conducted to test the hypothesis that the effect of temporal and social distances mediate the impact of online reviews on purchase intention.Experiment 1 adopted a 2（between-group： distant vs.near future）×2（in-group： reviews referring to identity vs.instrumental benefits） mixed design.We manipulated time distance by telling the participants who were in near future condition to imagine choosing a hotel tomorrow,and the participants who were in distant future were told to imagine choosing a hotel one year later.The results from ANOVA indicated that online reviews correspondent to identity benefit were more influential on consumers＇ distant future purchasing intention than near future purchasing intention;whereas online reviews correspondent to instrumental benefit showed contrary effect.Experiment 2 adopted a 2（between-group： far vs.close social distance） ×2（in-group： reviews referring to identity vs.instrumental benefits） mixed design.We manipulated social distance by telling the participants who were in far social distance that the reviewer was a retired person aged 65（different to participants）,and the participants who were in close social distance were told that the reviewer was an undergraduate student aged 22（similar to participants）.The results from ANOVA show that the significant impact of online reviews referring to identity benefit on consumers who were far from the reviewers（versus close to） in terms of social distances. Taken together,the results from the two experiments supported the hypotheses that the effect of temporal and social distances mediate the impact of online reviews on purchase intention.The findings of this study not only pave the way for further research into the impacts of online reviews on consumer behaviors,but also have implication for marketing practices.