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基于B2C平台搜索品和体验品分类视角,文章引入调节定向理论探究在线评论与消费体验正负面相一致或相矛盾情境下异质性消费者在线评论意愿的差异性。研究表明:(1)在线评论呈正面或负面性时,促进定向消费者在正面消费体验时总是比预防定向调节消费者的在线评论意愿更高,但预防定向消费者在负面消费体验时总是比促进定向消费者的在线评论意愿更高;(2)消费者正面或负面消费体验时,不同调节定向消费者对搜索品与体验品的在线评论意愿存在差异;(3)不同调节定向消费者对体验品的在线评论意愿差异程度都高于搜索品。基于研究发现,为商家有效管理在线评论工作提供理论依据与实践参考。
Based on the B2C platform search products and experience category classification perspective, this paper introduces the regulation-oriented theory to explore the differences of online commenting intention of heterogeneous consumers under the condition that the online reviews and consumer experiences are consistent or contradictory. The research shows that: (1) when online reviews are positive or negative, promoting directed consumers always have a higher willingness to comment online than preventing directed consumers in the positive consumer experience, while preventing targeted consumers from consuming negative experiences in the total Is higher than the intention of promoting online reviews of targeted consumers; (2) consumers’ positive or negative consumer experience, there are differences in the online commenting willingness of different targeted consumers on search and experience products; (3) The level of willingness to comment on experience online was higher than that of search. Based on the research findings, it provides a theoretical basis and practical reference for businesses to effectively manage online reviews.