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The effect of online reviews on attitude and purchase intention: How consumers respond to mixed reviews.

机译：在线评论对态度和购买意愿的影响：消费者对混合评论的反应。

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摘要

Three studies investigate how consumers respond to mixed reviews under personal and social influences. The first study looks at how individual self-construal influences the way consumers process mixed reviews from professional critics vs. regular consumers. The study finds consumers with an independent (interdependent) self construal to have less favorable attitude and to be less likely to purchase the product when the negative review comes from professional critics (consumers). Study 2 explores how consumption social context determines the way consumers respond to mixed reviews and how consumer knowledge moderates this behavior. For public consumption, the study finds that both attitude and purchase intention are affected equally by mixed reviews regardless of the source of such reviews, and consumers utilize other cues such as well-known actors to guarantee collective satisfaction. However, consumer knowledge is found to moderate consumer reactions under private consumption such that highly knowledgeable consumers prefer to process intrinsic information such as mixed reviews regardless of the source, while novice consumers prefer less complicated information and side themselves with other consumers' opinions. Finally, Study 3 looks beyond the informational role of product reviews and introduces them as a social tool for managing one's impression on others. It finds that when consuming with strong connections such as friends, consumers have less favorable attitude and are less likely to purchase a product when negative reviews come from other consumers than when negative reviews come from professional critics. In contrast, consumers in the presence of weak connections such as work acquaintances rely not only on what other consumers say but also on what professional critics say. The results from these studies shed new light on what product reviews can do and how consumers use product reviews under different contexts in everyday life.
机译：三项研究调查了消费者在个人和社会影响下如何回应混合评论。第一项研究着眼于个人自我建构如何影响消费者处理专业评论家与普通消费者的混合评论的方式。该研究发现，具有独立（相互依赖）自我建设的消费者的态度较差，当专业评论家（消费者）给予负面评价时，购买该产品的可能性也较小。研究2探索了消费社会背景如何决定消费者对混合评论的反应方式以及消费者知识如何调节这种行为。对于公共消费，研究发现，无论评论的来源如何，混合评论都会对态度和购买意愿产生同等影响，并且消费者会利用其他线索（例如知名演员）来保证集体满意。但是，发现消费者知识会缓和私人消费下的消费者反应，因此知识渊博的消费者更喜欢处理诸如混合评论之类的内在信息，而与来源无关，而新手消费者更喜欢复杂程度较低的信息，并愿意接受其他消费者的意见。最后，研究3超越了产品评论的信息作用，并将其作为管理个人对他人印象的社交工具进行介绍。研究发现，当与朋友等人际关系密切的消费者进行消费时，与其他专业评论家的负面评论相比，消费者的负面态度较差，购买其他商品的可能性也较小。相反，在诸如工作相识之类的人际关系薄弱的情况下，消费者不仅依赖于其他消费者所说的话，而且还依赖于专业评论家所说的话。这些研究的结果为产品评论可以做什么以及消费者在日常生活中如何在不同背景下使用产品评论提供了新的思路。

著录项

  • 作者

    Pongpatipat, Chatdanai.;

  • 作者单位

    Old Dominion University.;

  • 授予单位 Old Dominion University.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2014
  • 页码 158 p.
  • 总页数 158
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 古生物学;
  • 关键词

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