ISSN 0439-755X
CN 11-1911/B
主办:中国心理学会
   中国科学院心理研究所
出版:科学出版社

心理学报 ›› 2012, Vol. 44 ›› Issue (9): 1244-1264.doi: 10.3724/SP.J.1041.2012.01244

• 论文 • 上一篇    下一篇

网络环境下第三方评论对冲动购买意愿的影响机制:以产品类别和评论员级别为调节变量

常亚平;肖万福;覃伍;阎俊   

  1. (华中科技大学管理学院, 武汉 430074)
  • 收稿日期:2011-01-18 出版日期:2012-09-28 发布日期:2012-09-28
  • 通讯作者: 常亚平
  • 基金资助:

    国家自然科学基金资助项目(70872037, 71072032, 70731001)。

The Influence Mechanism of Third-Party Product Reviews (TPRs) on Impulse Buying Intention Within the Internet Environment:by Product Category and Commentators Rank for Regulation Variables

CHANG Ya-Ping;XIAO Wan-Fu;QUN Wu;YAN-Jun   

  • Received:2011-01-18 Online:2012-09-28 Published:2012-09-28
  • Contact: CHANG Ya-Ping

摘要: 采用问卷调查和实验研究的方法, 构建了以情感为中介的第三方正面评论与网络消费者冲动购买意愿的关系模型, 并检验了产品类别和评论员级别对该模型的调节效应。研究结果表明:第三方评论的好评度、好评数、时效性直接正向影响冲动购买意愿; 好评度以快乐和唤起情感为中介、好评数以快乐情感为中介间接正向影响冲动购买意愿; 消费者购买低涉入度(VS:高涉入度)产品和阅读高级(VS:初级)评论员发布的评论时, 第三方正面评论对冲动购买意愿的影响更强。

关键词: 冲动购买, 第三方评论, 情感反应

Abstract: In recent years, with the rapid growth of online retailing, more and more consumers choose to buy commodities online. According to relevant investigations at home and abroad, many online consumers often purchase impulsively. Meanwhile, the internet has become an open platform for consumers to publish opinions (e.g. electronic word-of-mouth -eWOM) which are increasingly important for retail decision makers. Extensive research has identified eWOM as one of the key factors that influences consumer behavior. However, little research focuses on the influence mechanism of TPRS on impulse buying intention within the internet environment. Based on the study theory of cognitive psychology (SOR), Kotler’s model for consumer behavior, Elaboration Likelihood Model (ELM) and Hovland’s persuasion model, this paper proposes a model for the influence of TPRS on consumers’ online impulse buying intention, which is moderated by the product categories and commentators’ level. There are three studies in this paper. In the first study, an interview is conducted to analyze the dimensions of TPR. 210 respondents are surveyed through questionnaires to build the model between TPR, emotional responses and impulsive purchase behavior. In the second study, we test the moderation effect of product category of TPRs on impulse buying intention. In the third study, we test the impact of TPRs commentator levels on impulse buying intention. We adopt several statistical methods to test the assumptions of our study: factor analysis, regression analysis and Chow-test. In this paper, the structure of TPR includes four dimensions: content, quantity, quality and time. We use dimensions of emotion responses: pleasure and arousal. The results show that: content, quantity and time of TPR increase consumer online impulsive purchase intentions. Pleasure and arousal are the mediators of the relationship between online consumer reviews and impulsive purchase intention. When buying low involvement degree (VS: high involved degree) products and reading the comment of senior commentators (VS: primary commentators), the influence of TPR on consumer impulse purchase intentions are stronger. This paper draws the following main conclusions: First, the scale of TPR based upon the Informatics theory can effectively measure the concept of a third party review. Second, the theory of cognitive psychology (SOR), Kotler’s model of consumer behavior , can more effectively explain the relationship between TPR and impulse purchase intentions than traditional stimulation and emotional theory can. Third, the ELM theory and persuasion model define the usage of the model between a third party review and the impulse purchase intention.

Key words: Impulse Buying Intent, Third-Party Product Review, Emotion Response