评论效价、新产品类型与调节定向对在线评论有用性的影响

对于新产品推出的成功与否, 较早采用者的评论和建议的影响相当巨大, 本研究通过两个实验研究评论效价(正面评论/负面评论)、新产品类型(渐进性新产品/革新性新产品)和调节定向(促进定向/防御定向)对新产品在线评论有用性的影响。实验1设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)的组间操控设计, 结果表明：相对于渐进性新产品, 负面评论对革新性新产品的有用性更高, 正面评论对渐进性新产品和革新性新产品的有用性差异不显著。实验2设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)×2(调节定向：促进/防御)的组间操控设计, 结果表明：促进定向的个体认为正负面评论有用性差异不大, 而防御定向的个体认为负面评论有用性显著高于正面评论; 对于促进定向的个体来说, 新产品类型对于评论效价对评论有用性的影响有调节作用, 而对于防御定向的个体来说, 新产品类型的这种调节作用则不存在。     

评论不一致性对消费者的双面影响:产品属性与调节定向的调节

以往有研究指出在线评论的不一致性会给企业带来负面影响,也有研究发现存在正面影响。之所以会存在两种截然相反的结论是因为,以往研究没有深入分析评论内容,忽略了造成不一致性的根源所在。通过引入产品属性及消费者调节定向,力图解释以往两种看似冲突的结论。结果表明:评论不一致性会通过影响消费者对产品的风险和独特性感知进而影响其购买意向;垂直属性评论(水平属性)不一致性越高,越会激发消费者的风险感知(独特性感知),进而降低(提高)购买意向;并且消费者调节定向对产品属性的调节作用会进一步调节。     

会员身份对在线评论感知有用性的影响：ERPs研究

采用事件相关电位技术，探讨会员身份和评论效价对在线评论感知有用性的影响。行为结果表明，VIP的评论比非VIP的更加有用，差评比好评更加有用。脑电结果显示，与VIP比，非VIP条件诱发更大的N2成分，表明个体对非VIP的评论信息投入更多的注意资源；评论效价诱发的LPP效应受到会员身份的调节，即VIP的差评比其好评诱发了更大的LPP波幅，表明VIP身份强化了在线评论的情绪唤醒水平。研究结果为评论有用性感知的身份特征加工提供了神经数据支撑。     

谁该成为体验型产品网络评论的主角,图片还是文字?

图片、文字是体验型产品网络评论的两种主要形式,但关于两者对消费者影响的研究结论尚存在分歧。本研究基于解释水平理论,通过系列实验揭示了图片、文字评论在不同购买可行性情境下对消费者产品评价的影响,及产品类型(怀旧/非怀旧)的调节作用。结果表明:(1)购买可行性低情境下的消费者受文字评论的影响更大,而购买可行性高情境下的消费者受图片评论的影响更大(实验1a、实验1b和实验2);(2)购买怀旧产品时,购买可行性低情境下的消费者仍受文字评论的影响更大,而购买可行性高情境下的消费者受两类评论的影响无差异;购买非怀旧产品时,购买可行性高情境下的消费者仍受图片评论的影响更大,而购买可行性低情境下的消费者受两类评论的影响无差异(实验3)。本研究表明,当图片、文字评论与购买可行性在解释水平上一致时,影响力最大,且怀旧/非怀旧产品类型会调节这种效应。本研究还讨论了如何在实际中运用此结论。     

他人和自身着装风格对消费行为的影响：基于调节定向理论的阐释

基于调节定向理论搭建了着装风格(正式vs.休闲)影响消费者心理和行为的模型框架。在观察者视角下,他人正式着装(vs.休闲着装)时,消费者通过关注收益、积极情绪体验、抱负目标状态表征这三个动机特征维度表现出促进型反应;通过关注威胁、消极情绪体验、警戒行为策略这三个动机特征维度表现出预防型反应。在穿着者视角下,消费者自身正式着装(vs.休闲着装)时,通过理想自我导向、抱负目标状态表征及积极情绪体验这三个动机特征维度表现出促进型反应;通过责任自我导向、道德需求、消极结果关注这三个动机特征维度表现出预防型反应。上述过程中自我建构、卷入度,自我监控及环境规范通过影响调节定向的特征状态发挥调节作用。未来研究应继续关注特质性和情境性调节定向对消费者着装反应的交互影响,用调节定向理论阐释其他着装类型对消费行为的影响,着装风格导致消费者促进定向还是预防定向的调节变量,以及着装风格影响消费者行为的其他后效。     

在线评论数量和质量对网络购物意愿的影响:认知需要的调节作用

为探讨在线评论数量和质量以及认知需要对个体网络购物意愿的影响及其作用机制。以320名有网购经历的在校大学生为被试,采用2(在线评论质量:高vs.低)×2(在线评论数量:多vs.少)×2(认知需要水平:高vs.低)的实验设计。结果发现:(1)在线评论质量和数量对网络购物意愿都有着积极影响;(2)在线评论质量和数量对网络购物意愿的影响会受到认知需要的调节,即在线评论数量和质量对不同认知需要水平个体的影响不同:低认知需要个体会受到在线评论数量的影响,而高认知需要的个体则会受到在线评论质量的影响。研究结果深化了在线评论对网络购物购买决策影响的研究。     

消费行为领域中的调节定向

调节定向理论(Higgins,1997)超越传统享乐主义动机,区分出“促进”和“预防”两种调节性动机系统,近年已成为消费行为领域的研究热点之一.调节定向影响着消费者购物决策整个过程,受被试因素(文化背景、自我建构)、刺激因素(信息框架、解释水平、非言语线索、商品属性)和情境因素(决策时间距离、任务操纵)的影响,通过直接作用、调节关联效应和调节匹配效应三种途径决定信息的说服效果,并且受到精细加工可能性的调节.管理者应特别注意具体营销情境中的调节定向,合理利用调节匹配效应.未来研究应关注调节投入理论、调节定向的前因变量以及同网络购物情境相结合,并探索如何削弱预防定向对营销的不利影响.     

公司形象和产品属性超越的协同效应：基于刻板印象内容模型

由于消费者和品牌之间的关系与人际关系存在许多相似之处, 反映人际感知的刻板印象内容模型为品牌感知研究提供了全新的视角。然而, 以往研究多关注品牌感知两大维度--“感知能力”和“感知温情”二者之间的作用关系, 鲜有研究同时基于公司层面和产品层面考察品牌感知不同维度的前因变量及其交互作用机理。鉴于此, 本文实验1考察了公司形象/产品属性超越的不同维度与“感知能力”和“感知温情”的对应关系, 在此基础上进一步发现公司形象和产品属性超越对购买意愿的协同效应。具体而言, 当公司形象为能力型时, 产品享乐性(相对于功能性)属性超越下消费者的购买意愿更高; 当公司形象为诚信型时, 产品功能性(相对于享乐性)属性超越下消费者的购买意愿更高。而且, 品牌赞赏感在上述协同效应中发挥中介作用。实验2探究感知风险调节公司形象和产品属性超越对购买意愿的协同影响。文章最后讨论了本文的理论贡献, 对企业如何实现公司形象策略和产品属性策略的协同促进等方面的营销启示, 以及未来研究方向。     

具身情绪与创造性思维:情境性调节定向的调节作用

采用面部肌肉控制技术诱发被试的具身积极和具身消极情绪,并设置中性控制组,然后采用双任务启动范式启动情境性调节定向,最后要求被试完成创造性思维测验,探讨具身情绪和情境性调节定向对创造性思维的影响。结果发现:具身积极情绪促进思维的独创性,具身消极情绪阻碍创造性思维,主要表现在流畅性和灵活性上;情境性促进定向被试的创造性表现好于情境性预防定向的被试;情境性调节定向在具身情绪和创造性思维关系中起调节作用,当个体处于情境性促进定向时,具身积极情绪促进创造性思维,而当个体处于情境性预防定向时,具身积极情绪和具身消极情绪均对创造性思维有阻碍作用。     

自我建构对口碑两极分化产品偏好的影响及作用机制

口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。     

Value-based adoption of augmented reality: A study on the influence on online purchase intention in retail

The increasing use of digital technology-based retail services provides new opportunities for digital marketing. In this paper, we investigate how augmented reality (AR) technology can be leveraged as part of the firm's strategy. We explore the online purchase intention through AR smart glasses (ARSG), considering consumers' value assessment through a cost–benefit analysis and the influence of technical, experiential and social AR value drivers. We develop an augmented value-based adoption model addressing four main objectives: (1) Evaluate the effect of the perceived value of ARSG, (2) Evaluate the effect of immersion (experiential dimension), (3) Evaluate the effect of AR devices and technical complexity (technical dimension) and (4) Evaluate the importance of subjective norms (social dimension) on the online purchase intention through AR technology. Based on an ESIC Tech Lab experiment with two types of ARSG from market leaders and AR retail apps, the study uses survey data from 253 participants. The results suggest that the technical dimension has an ambiguous effect, with tech-complexity enhancing directly the perceived value of ARSG for online purchase while reducing the net value of consumers' economic cost–benefit analysis. We find strong evidence that the experiential and social AR dimensions (in the form of immersion and subjective norm) have a significant positive influence on consumers' purchase intention online, which are better predictors than the pure economic cost–benefit assessment (through usefulness and difficulty). Furthermore, the technical innovativeness of consumers is found to increase directly the online purchase intention through ARSG.     

Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

The webrooming purchase process (i.e. searching for information online and then buying the product offline) is the most extended cross‐channel shopping behaviour. With the aim of offering a better understanding of this behaviour, this research relies on information processing and uncertainty reduction theories to propose that consumers use the online information to make the offline purchase with a higher degree of confidence. We examine the effects of a previous online interaction with a product on the preferences and decision at the physical store, as well as on the outcomes of the experience. In this path to purchase, we analyse how positive online customer reviews, as a specific form of electronic word of mouth, help the consumer to improve their experience, given their great potential to reduce the consumer's uncertainty in a purchase situation. In addition, the role of the motivation to touch the product is examined. The results of two studies show that the combination of an online search and an offline purchase improves the consumers' purchase experience in pre‐choice variables (i.e. purchase intentions), choice and post‐choice variables (i.e. search‐process satisfaction and choice confidence). Moreover, reading a positive online customer review influences choice confidence, and all the variables considered in the research when it is received at the physical store. Finally, the results stress the importance of the motivation to touch when studying multichannel shopping behaviour, given its direct and moderating effects on the webrooming purchase process. Implications for theory and practice are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

Click it,and increase hedonic consumption ratio: How does online shopping improve the long-term subjective well-being of consumers?

In the past few decades, consumers across the globe have become heavily reliant on e-commerce to purchase almost everything, from essential goods to hedonic goods. The prevalence of online shopping has significantly improved the consumption process and, by meeting consumers' needs, likely affects their long-term subjective well-being (SWB). Using individual-level data from the 2018 China Family Panel Studies, this study shows that online shopping enhances the long-term SWB of consumers by increasing their proportion of hedonic consumption. Consumer income can moderate the effect of online shopping on the long-term SWB of consumers, such that high consumer income can weaken this effect. In addition, the effect of online shopping on long-term SWB is stronger for rural consumers than for urban consumers. The authors close with a discussion of the implications of this study's findings for academics and policy makers.     

Cyber peers’ influence for adolescent consumer in decision‐making styles and online purchasing behavior

Nowadays, there is a boom in online purchasing, especially by adolescents. In fact, scholars and marketers alike have long noticed the emergence of adolescent consumers and their consumption behaviors. This research aims at exploring the effect of adolescent decision‐making styles on online purchasing behavior, with peer influence as a moderating variable. An online questionnaire survey was conducted on 2,419 adolescents and further verified by regression analysis and analysis of covariance. Adolescents with planned purchase behaviors can be considered as rational consumers, in that they do not care about fashion, or recreational, hedonistic shopping consciousness, but rather focus on brand, price value, and high quality. Indeed, adolescent purchase decision making can be strengthened by peer influence.     

Is no feedback perceived as a risk in online reviews?

Online reviews are critical in consumer decision-making regarding making online purchases. Given that reviews allow consumers to leave personal feedback about a product or service, it is unclear why some choose not to. This study is an examination of whether consumers tend to perceive no feedback as a sign of risk in online product listings along with the effects of no feedback on purchase intention. Regulatory focus theory is also applied to elucidate the differences in perceived risk between offerings with either high or low numbers of transactions accompanied by no feedback. Through online survey, data were gathered with 450 participants who had used any online marketplaces within 3 months. Consumers with a focus on both prevention and promotion perceive higher risk when there are many transactions with no feedback (high number of no-feedback condition), whereas consumers with a promotion focus perceive significantly lower risk when there are few transactions with no feedback (low number of no-feedback condition). From the analyses of regression and structural equation modeling, perceived risk negatively affected purchase intention in both the high and low number of no-feedback condition. Also in both the promotion and prevention focus groups, purchase intention is significantly higher in the low no feedback condition than the high no feedback. This study's findings confirm that consumers perceive offerings with high no feedback as high risk.     

移动购物更快吗?决策场景与思维模式的相容性

既有文献对消费者延迟选择影响因素的研究, 主要集中于决策复杂度、决策者特质或情绪, 少有对决策场景进行深入探讨。互联网购物时代, PC端与手机端已成为重要的消费场景。针对手机端是否会加快消费者决策过程的问题目前也存在不一致的结论。本文引入决策双系统理论, 力图解释以往看似冲突的结论。消费者的购买决策模式, 不仅会受到决策任务(产品价格)的影响, 还会受到决策场景(购买终端)影响。当场景与决策任务使消费者启动的思维模式相一致时, 会提升决策流畅度, 降低延迟选择。本文发现, 移动端(PC端)与低(高)价格产品更容易激发相容的经验性(理性)思维, 降低延迟选择倾向。反之, 则会同时启动两种相左的决策思维, 增加延迟选择倾向。本文从场景启动与价格启动视角, 将以往消费者单一的决策思维模式, 拓展到多因素启动的思维模式相容性问题; 同时本文通过探究延迟选择问题, 对价格策略与场景化营销带来启示。     

The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source

Targeted digital advertising (TDA) is immensely popular among marketing practitioners; investigating its effects is increasingly becoming a subject of academic research. Brands can push advertisements of the same product from different sources to consumers in a targeted manner; however, the differences in the impact on consumers of TDA with different content sources are surprisingly understudied. Therefore, this study analyzes the consumers' purchase intentions in the context of TDA with different content sources (stars vs. bloggers vs. top e-commerce streamers), and the perceived differences between consumers with different thinking styles. Through two experimental studies, this study finds that TDA with top e-commerce streamers' recommendation source can better improve consumers' purchase intentions more than TDA with a star endorsement and TDA with a blogger evaluation. For consumers who prefer the rational thinking style, TDA with a star endorsement and TDA with top e-commerce streamers recommendation can be better; For consumers who prefer the empirical thinking style, TDA recommended by bloggers and TDA with top e-commerce streamers recommendation can be better. Furthermore, this study finds that consumers' mental simulation and perceived usefulness can mediate the relationships described above, and that the two play a chain mediation role. The findings contribute to the precision marketing literature by enriching the understanding of the psychological mechanism underlying consumers' perceptions of and decision factors toward the TDA.     

Perceived helpfulness of online consumer reviews: The role of message content and style

The rise of online reviews written by consumers makes possible an examination of how the content and style of these word‐of‐mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping activities. The results suggest the benefits of moderate review length and of positive, but not negative, product evaluative statements. Non‐evaluative product information and information about the reviewer were also found to be associated with review helpfulness. Stylistic elements that may impair clarity (such as spelling and grammatical errors) were associated with less valuable reviews, and elements that may make a review more entertaining (such as expressive slang and humor) were associated with more valuable reviews. These findings point to factors beyond product information that may affect the perceived helpfulness of an online consumer review. Copyright © 2012 John Wiley & Sons, Ltd.     

Understanding consumers' purchase intention in virtual reality commerce environment

Virtual reality (VR) has developed rapidly and drawn the attention of businesses. E-commerce practitioners have used VR to improve business performance and satisfy consumers' needs by enhancing the shopping experience and increasing purchase intention. To explore the effects of VR shopping platforms on purchase intention, this study developed a theoretical framework on the basis of task–technology fit. The framework comprises technological characteristics and user needs (intrinsic and extrinsic motivation) and can be used to investigate perceived needs–technology fit and identify factors affecting intention to purchase on VR platforms. This study distributed an online questionnaire and received 336 responses. Analysis was performed using partial least squares structural equation modeling. The results suggested that purchase intention is stronger when perceived needs–technology fit is closer. Hedonic needs play a vital role in perceived needs–technology fit. In terms of technological characteristics, relative advantage, and service compatibility strongly affect perceived needs–technology fit. In addition, feelings of spatial presence, a key component of VR, positively affect relative advantage, service compatibility, and trialability and negatively affect complexity. The implications of the findings are also discussed.