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Modern Marketing 2024
在线评论的格式多样性和社会性对消费者购买意向的影响
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Abstract:
在线评论已成为消费者选择产品或服务时的主要参考，其呈现特征上的格式多样性和社会性对消费者购买意向的影响机制值得探究。根据在线评论相关概念，从个体认知和情感视角分别引入感知有用性和感知娱乐性变量，建立了SOR模型。结合中西方文化差异，本文基于中国和美国消费者的主观调查数据，针对在线评论的格式多样性和社会性对消费者购买意向的影响进行了实证研究。研究发现，在线评论的格式多样性和社会性均能够正向影响消费者的感知有用性和感知娱乐性，进而对购买意向产生正向影响。本研究有助于电商平台和商家构建合理的在线评论体系，制定有效的营销策略并进一步完善管理机制。
Online reviews have become a primary reference for consumers when selecting products or services. It is worth exploring of the impact mechanisms of format diversity and sociability in the presentation features of online reviews on consumer purchase intentions. Based on relevant concepts of online reviews, the study introduces the variables of perceived usefulness and perceived entertainment from individual cognitive and emotional perspectives, the SOR-based research model was established. Taking into account cultural differences between China and the United States, this paper conducts empirical research on the impact of format diversity and sociability of online reviews on consumer purchase intentions using subjective survey data from Chinese and American consumers. The study reveals that both the format diversity and sociability of online reviews positively influence consumers’ perceived usefulness and perceived entertainment, thereby positively affecting purchase intentions. This research contributes to the construction of a rational online review system for e-commerce platforms and businesses, the formulation of effective marketing strategies, and the further improvement of management mechanisms.
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