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The good, the bad and the expert: How consumer expertise affects review valence effects on purchase intentions in online product reviews.

机译：好，坏和专家：消费者的专业知识如何影响评论价对在线产品评论中购买意图的影响。

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摘要

This study aims to shed more light on the question whether, and under what circumstances, valence affects consumers' intention to buy a product after reading an online review. We hypothesize that receiver expertise could possibly moderate (a) the impact of review valence on consumers' purchase intentions, and (b) the asymmetric effects of positive and negative reviews. To test these hypotheses, we conducted an experiment, exposing participants (n=470) to reviews varying in valence (i.e., positive, neutral, negative), with purchase-intention as the dependent variable. The results support the moderating role of receiver expertise for both the influence and weight of review valence effects. This explains the inconsistent results for review valence reported in previous studies.

机译：这项研究旨在阐明在网上阅读评论后，价数是否会影响消费者购买商品的意图，以及在什么情况下会影响消费者购买商品的意图。我们假设接收者的专业知识可能会缓解（a）评论价对消费者购买意愿的影响，以及（b）正面和负面评论的不对称影响。为了检验这些假设，我们进行了一项实验，使参与者（n = 470）以购买意愿为因变量，对价数变化（即阳性，中性，阴性）进行审查。结果支持了接收者专业知识在审查价效应的影响和权重方面的调节作用。这解释了先前研究中报告的无效价结果不一致。

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Ketelaar, P. E.; Willemsen, L. M.; Sleven, L.; Kerkhof, P.;
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年度 2015
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正文语种 en
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1. Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise [J] . Peng Zou, Bo Yu, Yuanyuan Hao Journal of Computers . 2011,第3期

机译：在线消费者的价值是否有关消费者决策的重要性？消费者专业知识的调节作用
2. The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls: An advertising perspective [J] . Jumin Lee, Do-Hyung Park, Ingoo Han Internet Research: Electronic Networking Applications and Policy . 2011,第2期

机译：在线消费者评论对在线购买商场的信任程度对消费者购买意愿的不同影响：广告视角
3. Do the characteristics of online consumer reviews bias buyers' purchase intention and product perception? A perspective of review quantity, review quality and negative review sequence [J] . Ming Zhou, Mengwei Liu, Dingna Tang International Journal of Services Technology and Management . 2013,第4a5a6期

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4. The Impact of the Perceived Attractiveness and Review Valence on Consumers' Purchase Intention in Online Reviews [C] . Jinglei Su, Chengyue Yin Wuhan international conference on E-business . 2019

机译：感知的吸引力和审查价对在线评论中消费者购买意向的影响
5. The effect of online reviews on attitude and purchase intention: How consumers respond to mixed reviews. [D] . Pongpatipat, Chatdanai. 2014

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。
6. Online Identity Theft on Consumer Purchase Intention: A Mediating Role of Online Security and Privacy Concern [O] . Abdul Bashiru Jibril, Michael Adu Kwarteng, Fortune Nwaiwu, -1

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7. Does the Valence of Online Consumer Reviews matter for Consumer Decision Making? The Moderating Role of Consumer Expertise [O] . Peng Zou, Bo Yu, Yuanyuan Hao 2015

机译：在线消费者评价的价值对消费者决策是否重要？消费者专业知识的调节作用

The good, the bad and the expert: How consumer expertise affects review valence effects on purchase intentions in online product reviews.

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