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本研究通过四个实证分析就在线评论中触觉线索对消费者购买意愿的影响进行了探索性研究。研究1利用淘宝平台的二手数据发现了评论中触觉线索会显著影响消费者对该评论的感知有用性;研究2进一步通过实验的方式发现评论中触觉线索能显著影响消费者的购买意愿,其中正面触觉线索会显著提高消费者的购买意愿而负面触觉线索则会显著降低消费者的购买意愿;研究3聚焦不同类型触觉线索的应用,通过实验数据表明,搜索品中,消费者的购买意愿更容易受到整体触觉线索评论的影响,而体验品中,消费者更容易受到具体触觉线索评论的影响,并分别验证了结果模拟和过程模拟的中介作用;最后研究4探讨了上述效应的边界,发现时间距离会通过改变消费者认知重心的方式来扰乱这种效应的发生。
This study explores the impact of tactile cues on consumer buying in online reviews through four empirical analyzes. Study 1 found that the tactile clues in the commentary could significantly affect consumers ’perceived usefulness of the commentary by using the second-hand data from Taobao platform. Research 2 further found through experiment that the tactile cues in the commentary can significantly affect consumers’ willingness to buy, of which the positive Tactile cues will significantly improve consumers’ willingness to buy while negative tactile cues will significantly reduce consumers’ willingness to buy. Research 3 focuses on the application of different types of tactile cues through experimental data that show that consumers’ willingness to buy Were influenced by the overall tactile clue comments, while consumers in experience items were more likely to be influenced by specific tactile cues and verified the mediating effect of the results simulation and process simulation, respectively. Finally, Study 4 explored the boundaries of these effects and found that time Distance disrupts this effect by changing the way consumers perceive their focus.