摘要
以消费者搜寻替代品意愿为研究对象,构建了纳入产品卷入度这一调节因素,以在线评论效价与品牌信任为研究变量的模型,并提出假设,最后通过问卷调查收集数据,进行假设检验并修正模型,为优化商家营销策略和电商平台推荐策略提供依据。研究结果显示:正面评论和高品牌信任使消费者搜寻同品牌替代品意愿高于不同品牌,而负面评论和低品牌信任起相反作用;产品卷入度对负面评论、高品牌信任度、低品牌信任度与消费者搜寻替代品意愿之间的关系进行调节,而对于正面评论与搜寻替代品意愿的关系并无调节作用。
Focusing on consumers’intention to search for substitute goods,a conceptual model is firstly developed in which online review valence and brand trust are taken as independent variables and product involvement as the moderating variable,and then corresponding hypotheses are proposed.Finally,the model and the hypotheses are tested and revised by questionnaire data.This study aims to provide reliable references for merchants and e-commerce platforms to optimize their marketing and recommending strategies.The results show that customers tend to search for same brand substitutes rather than different brand substitutes when there are positive comments and high brand trust,and the situation is opposite when negative comments and low brand trust appear.Besides,product involvement adjusts the relationships among negative comments,high brand trust,low brand trust and consumers’substitutes searching intention.However,it doesn’t work for the relationship between positive comments and the consumers’substitutes searching intention.
作者
王宁
张冬
杨学成
WANG Ning;ZHANG Dong;YANG Xue-cheng(School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China)
出处
《北京邮电大学学报（社会科学版）》
2019年第2期1-8,共8页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
中央高校基本科研业务费资助项目(22120180186)
国家自然科学基金项目(71804126)阶段性成果
关键词
在线评论效价
品牌信任
产品卷入度
搜寻替代品意愿
online review valence
brand trust
product involvement
substitutes searching intention
作者简介
王宁(1958—),男,辽宁抚顺人,教授。
