摘要
【目的/意义】本研究基于个体认知加工的视角,探索消费者对在线评论有用性的感知过程和感知结果,并揭示在线评论影响消费者购买决策的过程机制。【方法/过程】本研究以120名大学生为被试,开展2评论类型(客观VS主观)×2认知需求(高VS低)的眼动实验,探索消费者对于在线评论有用性的感知过程和感知结果。【结果/结论】结果表明:(1)与主观体验评论相比,消费者对客观属性评论的注视时间更长,感知有用性更大,购买意愿也更强;(2)与高认知需求者相比,低认知需求者的注视时间较短,感知有用性较大,购买意愿也较大;(3)认知需求显著调节评论类型对注视时间的影响,但对感知有用性和购买意愿的调节效应不显著。据此,建议相关企业采取个性化匹配的措施,使得评论类型能够切合消费者的认知需求水平,以便提高在线评论的感知有用性和消费者的购买意愿,从而做出更为满意的购物决策。
【Purpose/significance】Based on the perspective of individual cognitive processing, this study explores consumers’ perception of the usefulness of online reviews, and reveals the process mechanism of online reviews influencing consumers’ purchase decisions.【Method/process】In this study, 120 college students were recruited as subjects to conduct an eye movement experiment with 2 review types(objective VS subjective) × 2 need for cognition(high VS low) to explore consumers’ perception process and perception results of online review usefulness.【Results/conclusion】The results show that:(1) compared with the subjective experience reviews, consumers’ fixation time on the objective attribute review is longer,their perceived usefulness is greater, and their purchase intention is stronger.(2) compared with those with high need for cognition, those with low need for cognition have shorter fixation time, greater perceived usefulness and greater purchase intention.(3) need for cognition significantly moderated the effect of review types on fixation time, but not on perceived usefulness and purchase intention. Therefore, it is suggested that relevant enterprises take measures of personalized matching, so that the review types can meet the need for cognition of consumers, so as to improve the perceived usefulness of online reviews and consumers’ purchase intentions, and make more satisfactory shopping decisions.
作者
唐晓莉
宋之杰
TANG Xiao-li;SONG Zhi-jie(School of Economics and Management,Yanshan University,Qinhuangdao 066004,China)
出处
《情报科学》
CSSCI
北大核心
2020年第4期83-88,共6页
Information Science
基金
河北省教育厅高等学校科技计划重点项目“多信息线索影响消费者网络购买决策的认知神经机制研究”(ZD2018208)。
关键词
评论类型
认知需求
感知有用性
购买意愿
眼动实验
review type
need for cognition
perception usefulness
purchase intention
eye-tracking study
