在线评论对消费者购买决策的影响研究——基于评论可信度和信任倾向的中介、调节作用

doi:10.12052/gdutxb.180132

Abstract

Abstract: Considering comments' objectivity, subjectivity, the angle of time dimension and critics and network environment, combining with the elaboration likelihood model (ELM), a research is conducted into the center path of comments' quality and timeliness and the edge path of comment number, commenters' creditworthiness and influence of the network environment cognition on purchase decisions, and a theoretical model built and verified in order to enrich the mechanism of online reviews on purchasing decision. A questionnaire survey is used to collect data, and SPSS22.0 software used to analyze the questionnaire data so that the main effect of online comments on purchase decisions, mediating effect of the trust tendency and comments' credibility can be tested. The results indicate that the comments' timeliness, number and commenters' creditworthiness positively affect customers' purchase decisions through comments credibility, and that the trust tendency will adjust the consumers' credibility perception of the high quality review. High trust tendencies can regulate consumers' perception of the credibility of different quality reviews, and high trust tendencies also have a higher perception of the credibility of high quality reviews.

Key words: online reviews, comments credibility, trust tendency, network environment cognition

CLC Number:

F713.55d

Mo Zan, Luo Min-yao. A Research of the Influence of Online Reviews on Consumer Purchase Decision-Based on Mediation and Adjustment of Reliability Comments and Trust Tendency[J].Journal of Guangdong University of Technology, 2019, 36(02): 54-61.

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A Research of the Influence of Online Reviews on Consumer Purchase Decision-Based on Mediation and Adjustment of Reliability Comments and Trust Tendency

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