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在线评论及其可信性已成为消费者网购决策重要的依据。以往研究多关注在线评论自身属性对在线评论可信性的影响，忽视了消费者心理认知的作用。文章从消费者心理角度，结合爬虫数据和实验研究发现，消费者对搜索品属性型评论感知可信性更高，对体验品体验型评论感知可信性更高；心理模拟在感知在线评论可信性影响过程中具有中介作用，搜索品属性型评论通过结果模拟引发更高的感知评论可信性，体验品体验型评论则通过过程模拟引发更高的感知评论可信性。研究结论对网络购物平台及商家制定更精准的营销策略和评论管理机制有帮助。
Abstract：Online comments and their credibility have become an important basis for consumers'online shopping decisions.Previous studies focused on the impact of online comments'own attributes on the credibility of online comments,ignoring the role of consumers'psychological cognition.From the perspective of consumer psychology,combined with crawler data and experimental research,it is found that consumers have higher perceived credibility of attribute reviews of search products and experience reviews of experience products.In addition,psychological simulation plays a mediating role in the influence process of perceived online comment credibility.The attribute comments of the searched goods lead to higher perceived comment credibility through result simulation.The experiential comments of experiential goods lead to higher perceived review credibility through process simulation.The research conclusion is helpful for online shopping platform and merchants to develop more accurate marketing strategy and comment management mechanism.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2022.02.003
中图分类号:F713.55;F724.6
引用信息:
[1]崔登峰,李锦秀,王海忠.什么样的评论更可信? 心理模拟视角下在线评论类型对感知在线评论可信性的影响研究[J].商业经济与管理,2022,No.364(02):29-42.DOI:10.14134/j.cnki.cn33-1336/f.2022.02.003.
基金信息:
国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(71832015)
2022-02-15
2022-02-15