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When does electronic word-of-mouth matter? A study of consumer product reviews

机译：电子口碑何时重要？消费品评论研究

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摘要

Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).
机译：在线消费产品评论是一种电子口碑（eWOM）形式，已经引起了研究人员的更多关注。本文研究了eWOM的说服力。作者利用监管重点理论，提出了消费者与被评论产品相关联的消费目标可以缓和评论价对说服力的影响。来自实验室实验和实际在线零售商的数据表明，评估与促销消费目标相关的产品的消费者认为正面评价要比负面评价更具说服力（即积极偏见）。相反，评估与预防消费目标相关的产品的消费者认为负面评论比正面评论更具说服力（即，负面偏见）。

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  • 来源
    《Journal of Business Research》 |2010年第12期|p.1336-1341|共6页
  • 作者

    Jason Q. Zhang; Georgiana Craciun; Dongwoo Shin;

  • 作者单位

    Sellinger School of Business, Loyola University Maryland, Baltimore, MD 21210, USA,Marketing Department, Loyola University Maryland, 4501 N Charles Street, Baltimore, MD 21210, USA;

    Sellinger School of Business, Loyola University Maryland, Baltimore, MD 21210, USA;

    School of Business Administration, University of Seoul, 13 Siripdae-gil (Jeonnong-Dong 90), Dongdaemun-Cu, Seoul, 130-743, Republic of Korea;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    consumer product reviews; eWOM; self-regulatory focus; persuasiveness;

    机译：消费品评论;eWOM;自我调节的重点;说服力;

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