CAJ | 학술논문

消费者越来越依赖其他消费者发表的产品评论辅助其作出线上购买决策。线上评价体系中的差评因其高诊断性似乎对消费者的购买行为产生了重大影响。然而，如果差评不同维度的诊断性存在差异，从整体上讨论差评的诊断力就不准确，而这正是前人研究所忽视的。本研究的目的是检验差评数量对消费者购买行为的影响是否受负面线上评论文本内容质量的影响。以从众效应和归因理论为基础，采用二项逻辑回归对假设进行检验。研究结果表明差评的数量和负面评论文本内容质量对消费者购买行为均有负向影响，更重要的是，差评数量和负面评论文本内容质量之间不存在交互作用，差评数量并不必然对消费者的购买行为产生负向影响，只有当负面线上评论文本内容质量较高时，差评数量才会降低消费者购买的可能性。本研究为企业战略性地管理负面线上评论提供了管理启示。
소비자월래월의뢰기타소비자발표적산품평론보조기작출선상구매결책。선상평개체계중적차평인기고진단성사호대소비자적구매행위산생료중대영향。연이，여과차평불동유도적진단성존재차이，종정체상토론차평적진단력취불준학，이저정시전인연구소홀시적。본연구적목적시검험차평수량대소비자구매행위적영향시부수부면선상평논문본내용질량적영향。이종음효응화귀인이론위기출，채용이항라집회귀대가설진행검험。연구결과표명차평적수량화부면평논문본내용질량대소비자구매행위균유부향영향，경중요적시，차평수량화부면평논문본내용질량지간불존재교호작용，차평수량병불필연대소비자적구매행위산생부향영향，지유당부면선상평논문본내용질량교고시，차평수량재회강저소비자구매적가능성。본연구위기업전략성지관리부면선상평론제공료관리계시。
More and more customers rely on consumer-generated online reviews to assist themselves to make an online purchase decision. It seems that negative online customer review has a significant effect on customer＇s purchase behavior due to its high diagnosticity. However, the overall discussion about the diagnosticity of negative online customer review is inaccurate if there are diagnosticity differences among different dimensions. This has been ignored by the previous research. The objective of the research is to test whether the effect of the volume of negative online customer review on customer＇s purchase behavior is influenced by the quality of text content of negative online customer review. The study employs binary logistic regression to test the hypotheses based on conformity effect and attribution theory. It finds out that both the volume of negative online review and its text content quality negatively affect customer＇s purchase behavior. More importantly, there is no interaction effect between volume and text content quality of negative online review. The volume of negative online review doesn＇t necessarily have a negative effect on customer＇s purchasing behavior. Only when the text content quality of negative online review is high, can the volume of negative online review reduce customer＇s purchasing likelihood. The result of this research can provide managerial implications for the practitioners to strategically manage the rating system of negative online customer review.