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Sustainable, hedonic and efficient: Interaction effects between product properties and consumer reviews on post-experience responses

机译：可持续，享乐和高效：产品特性与消费者评论之间对体验后反应的相互作用

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Purpose - This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian properties. Design/methodology/approach - In the first instance, consumer reviews for organic and non-organic cosmetics posted on the French Web site beaute-test.com were analyzed. Second, a full-factorial two product types (organic and non-organic) × three reviews (positive, negative and no reviews) experiment was conducted. Sixty French women tested a beauty product and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous and utilitarian non-ambiguous) × two reviews (negative review and no review) between-subject design. Findings - First, consumers are significantly less influenced by reviews for hedonic products compared to utilitarian products. In particular, they rely on reviews when evaluating utilitarian ambiguous properties (e.g. anti-aging properties) which they find difficult to judge on their own. Second, consumers are more resistant to the persuasive effect of reviews when the product focus is on sustainable (organic or fair-trade) credentials, in particular when judging ambiguous properties. Originality/value - This paper explores a topic neglected in the literature so far: the moderating role of product properties and sustainability, in particular, on consumers' responses to persuasion and consumer reviews in the context of this paper. Its originality lies in the demonstration that consumers learn through product testing for hedonic and utilitarian unambiguous product properties and through consumer reviews for utilitarian ambiguous product properties. Additionally, it highlights the resistance of sustainable products (organic and fair-trade in this research) to negative product reviews.
机译：目的-本文旨在研究消费者评论对具有可持续，享乐和功利性质的产品进行评估后体验的影响。设计/方法/方法-首先，分析了在法国网站beaute-test.com上发布的有机和非有机化妆品消费者评论。其次，进行了全要素两种产品类型（有机和非有机）×三个评论（正面，负面和没有评论）的实验。六十名法国妇女对美容产品进行了测试，并对其享乐和功利（模棱两可）进行了评估。在第二个实验中，有132名说英语的学生在家中对凉茶进行了评估，并采用了全要素两种产品类型（公平贸易和非公平贸易）×三种产品属性（享乐主义，功利主义模棱两可和功利主义模棱两可） ）×两次主题设计之间的评论（否定评论和无评论）。发现-首先，与功利性产品相比，享乐产品的评论对消费者的影响要小得多。特别是，他们在评估功利性模棱两可的属性（例如，抗衰老属性）时依赖于审查，而他们很难自行判断。其次，当产品的重点是可持续的（有机或公平贸易）证书时，尤其是在判断含糊不清的属性时，消费者对评论的说服力更具抵抗力。原创性/价值-本文探讨了迄今为止在文献中被忽略的一个话题：产品属性和可持续性的调节作用，特别是在本文上下文中消费者对说服力和消费者评论的反应。它的独创性在于消费者通过对享乐主义和功利主义明确的产品属性进行产品测试以及通过消费者对功利主义的歧义产品属性进行审查的示范。此外，它强调了可持续产品（本研究中的有机和公平贸易）对负面产品评论的抵制。

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