摘要
通过实验法考查了经济型酒店在线评论的生动效应和商户再反馈对消费者购买意愿的影响。实验结果表明:消费者更看重少数在线评论所给予的购买建议,而忽略全体消费者累计在线评分的影响,在线评分作为缓冲变量影响在线评论和购买意愿之间的关系;如果企业针对负面评论进行主动反应(不论是积极的、接纳的还是防卫的),消费者的评价都要优于"间接默认"的消极反应和无反应,其中最差则为完全无动于衷的无反应。上述研究结果丰富了在线评论理论,并有利于企业针对性的开展网络口碑营销以及电子商务网站完善自己的在线评论系统。
By the experimental method the research discusses how vivid effect and feedback of online review influence the consumer willingness in budget hotel. It turns out three conclusions. First,the consumer only considers the minority of online review and neglects the accumulative online scores by all the consumers. As the moderator,the online scores influence the relationship between online review and purchase willingness. Second, if the hotel is proactive, accommodative,and defensive reaction on negative comment,the consumer evaluation is better than negative reaction and no action. The worst reaction is no action. The research＇s result improves the online review theory and helps the budget hotel for the online WOM marketing. It also benefits online review system of the e-business.
出处
《湖南师范大学社会科学学报》
CSSCI
北大核心
2016年第1期105-113,共9页
Journal of Social Science of Hunan Normal University
关键词
在线评论
购买意愿
生动效应
反馈
经济型酒店
online review
purchase willingness
vivid effect
feedback
budget hotel
