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首页> 外文期刊>Journal of Business Research >When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews
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When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews

机译：当好的WOM受到伤害而差的WOM带来收益时：不可信的在线评论的影响

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摘要

As a form of word of mouth (WOM), online reviews are used to reduce uncertainty about service or product quality and to direct consumer attitudes and behavior through the valence of the review. However, because the communication partner is anonymous, there is a degree of uncertainty regarding whether the review is trustworthy. This paper considers the moderating effect of review trustworthiness on the relationship between review valence and purchase intention. It takes into account the availability of review argumentation and review skepticism as a result of prior persuasion experience as influences on review trustworthiness. Specifically, two scenario-based experiments are used. The results show that trustworthy reviews influence purchase intention in the same direction as review valence. However, untrustworthy reviews cause a "boomerang effect," so that positive reviews decrease and negative reviews increase purchase intention as a result of reactant behavior. The results are discussed, and practical implications for companies are suggested. (C) 2016 Elsevier Inc. All rights reserved.
机译：作为一种口口相传（WOM）的形式，在线评论可用于减少有关服务或产品质量的不确定性，并通过评论的效价来指导消费者的态度和行为。但是，由于通信伙伴是匿名的，因此对于审核是否可信任存在一定程度的不确定性。本文考虑了审查可信度对审查价与购买意愿之间关系的调节作用。它考虑到由于先前的说服经验而导致的评论论点和评论怀疑性的存在，这会影响评论的可信度。具体来说，使用了两个基于方案的实验。结果表明，可信赖的评论对购买意愿的影响方向与评论价相同。但是，不可信的评论会导致“回旋效应”，因此，积极的评论会减少，而负面的评论会由于反应物行为而增加购买意向。讨论了结果，并提出了对公司的实际意义。 （C）2016 Elsevier Inc.保留所有权利。

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