【作者】 王阳；

【导师】 王伟军；

【作者基本信息】 华中师范大学 ， 管理科学与工程， 2018， 博士

【摘要】 面对互联网购物现象的盛行,对于大众网购消费者来说,为了买到性价比最优的商品,在线商品评论已经成为电商消费者做出购买决策的重要依据。同时,在线评论对消费者行为的影响逐渐成为口碑营销研究领域的热点。Econsultancy调查数据显示,超过70%的网购用户在做出购买行为前会浏览线上同类商品的评价信息,在他们看来经验消费者发布的产品相关信息比商家发布的信息更可信,更具实时性和说服性。尤其是负面评论,由于与正面评论数量上对比悬殊,并且内容通常更具详实性、情感带动性,促使负面评论对潜在消费者所造成的影响要远远超过正面评论所带来的积极影响。因此,如何应对在线负面评论,成为线上商家非常重视的问题。线上商家在对负面评论做出反馈措施前首先要识别负面评论从哪些因素促使了其负面影响,影响效应的显著性,进而判断不同类别负面评论对消费者真实意向转变的影响,通过以上对负面评论的影响机理的把握才能有针对性地采取有效反馈措施,以缓解或减弱负面评论的负向影响效应。除此以外,传统的服务补救理论是否可以完全引用至线上反馈策略的运用中,网络购物环境与传统购物环境的差异性又需要线上反馈做出怎样调整与变革,这是线上商家在电子商务快速发展趋势中保持可持续发展的重要策略。本研究通过对现有相关文献的收集与综述,总结发现,当下关于在线负面评论与商家反馈对潜在消费者共同影响的相关研究仍存在一些不足:(1)现有的关于在线负面评论影响的文献已深入到评论的具体特征,包括数量特征、质量特征等方面,但对负面评论内容的情感方面、文字表述方面的研究较少,也少有学者探究消费者自身认知结构在影响过程中是否有调节效应;(2)当下关于商家反馈的研究多是从传统营销领域的服务补救措施引用而来,对线上反馈与线下补救的差异特点突出不足,没有把握线上反馈对潜在消费者补救的关键因素;(3)在线负面评论与商家反馈共同作用于消费者的研究多集中于两个变量对消费者态度的影响方面,而没有抓取关键切入点——信任,从信任的不同维度探讨负面评论与商家反馈策略的影响效应,进而为负面评论与商家反馈的共同作用机制研究搭建桥梁。基于以上研究的不足,本文提出三个主要研究问题:(1)在线负面评论的特征因素对潜在消费者购买意愿的负向影响机理是怎样的?(2)不同类型商家反馈策略对潜在消费者的信任和购买意愿的正向影响机理是怎样的?(3)商家反馈的归因解释方式对潜在消费者信任的修复作用是怎样的?围绕以上三个问题,本文构建了整体研究模型框架:在线负面评论与商家反馈对潜在消费者信任变化影响机制模型,并将模型划分为三部分,采用内容分析、问卷调查、情景模拟实验等方法,实证检验了理论研究模型,对相关假设进行验证。各个部分研究内容如下:第一,负面评论特征性因素对潜在消费者购买意愿的负向影响机理。本部分研究基于ELM模型理论,根据消费者涉入度的高低将负面评论的外部宏观情境特征因素与自身微观内容特征因素分别从外违情境感知路线和核心认知加工路线进行探讨,分析各因素对消费者购买意愿的影响作用,并依据动机性信息处理理论添加消费者动机性调节变量探究其对各个路径关系是否存在调节效应。最终,利用问卷调查实证分析的方法对各个影响假设进行了验证,结果表明,负面评论信息的负面情感倾向,评论时效性,感知风险对潜在消费者购买意愿均有显著影响作用,其中负面情感倾向效应最大。而消费者动机性只对感知风险和购买意愿间关系调节效应显著,说明潜在消费者需求性越高,对负面评论信息的感知风险越敏感。第二,比较不同类型商家反馈策略和反馈组合策略对潜在消费者信任和购买意愿的正向影响作用。本部分的研究基于社会交换理论,首先探讨不同类型反馈策略对信任的不同维度的修复效果差异对比,其次比较不同反馈组合策略对潜在消费者信任和购买意愿的正向影响作用,并通过T检验验证出道歉+解释比单独的道歉对潜在消费者信任和购买意愿的正向作用有显著增强,但补偿的添加并未表现出较为显著的效果,而不同类别商品下的评论不会对反馈策略的补救效果产生调节作用,这解释了潜在消费者对评论的感知与态度的转变与消费者当事人是不同的。最后验证了信任在反馈策略与购买意愿间具有完全中介作用。第三,商家反馈解释策略中归因方式对潜在消费者信任修复作用。本部分研究基于归因理论,依据因果归因和属性归因两步骤对商家反馈归因解释不同方式对信任的三个维度影响进行了细化研究,通过对操控目标的设定检验不同归因方式的修复效果,通过实证方法与数据爬取分析方法对假设进行了验证,结果表明:商家反馈归因中,对负面评论的外部归因比内部归因使潜在消费者信任受损小,该条假设均得到两种方法验证;内部归因中,不可控性归因比可控性归因使消费者信任受损小,该条假设均得到两种方法验证;内部归因中,不稳定性归因比稳定性归因使消费者信任受损小,该条假设只得到实证分析方法验证,而评论爬取结果分析对该假设并不支持。以上三部分的研究对负面评论与商家反馈对潜在消费者共同影响的相关理论研究做出了积极补充与拓展,得出的几点结论为在线商家如何选取反馈策略应对负面评论提供了建设性的合理意见。本文的创新点与理论贡献主要体现在以下三方面:1.对负面评论特征性因素的提取与验证明确了除数量、质量等评论一般性特征以外,负面评论内容的负面情感带动与不确定性分别增强了负面评论的负向影响作用,该结论抓取了负面评论的特点,并对负面评论的影响机制做出了有益补充与完善,结论的验证为线上商家如何辨别负面评论并采取适合的反馈措施提供了前提条件。2.不同类型反馈策略对信任的不同维度修复效果对比分析,细化了反馈策略相关理论研究,潜在消费者信任的引入为负面评论与商家反馈搭建了相关关系研究桥梁。为学者们后续深入研究奠定了基础。并为线上商家提供了具有针对性和理论依据的策略与建议。3.商家反馈策略中解释对潜在消费者信任修复至关重要,潜在消费者会凭借商家反馈归因解释的理由来判断商家及其所提供的商品或服务是否能达到期望水平。因此道歉等传统补救措施弥补消费者心理上的感知公平外,归因解释方式的恰当运用对赢取潜在消费者重新的信任更有意义。这对反馈策略与信任的相关理论研究也做了有益拓展。更多还原

【Abstract】 In the face of Internet shopping phenomenon,for consumers of mass online shopping,in order to buy the most cost-effective products,online product reviews have become an important basis for e-commerce consumers to make purchasing decisions.At the same time,the impact of online reviews on consumer behavior has become a hot topic in the field of word-of-mouth marketing.According to the Econsultancy survey,more than 70%of online shoppers will browse the evaluation information of similar products online before they make a purchase.In their opinion,the product information released by experienced consumers is more reliable,more real-time and persuasive than the information released by merchants.In particular,negative reviews,due to the disparity in the number of positive reviews,and the content is usually more detailed and emotional,so that the impact of negative reviews on potential consumers is far greater than the positive impact of positive reviews.So,how to deal with online negative review,become the problem that online businessman takes seriously.Online merchants should first identify negative reviews from negative reviews before they respond to negative reviews,in order to judge the effect of different categories of negative reviews on the real intention of consumers.Through the above analysis of the influence mechanism of negative reviews,effective feedback measures can be taken to alleviate or reduce negative impact of negative reviews.In addition,whether traditional service recovery theory can be fully referenced in the application of online feedback strategy,the difference between shopping environment and traditional shopping environment and how to adjust and change the online feedback,which is an important strategy for online merchants to maintain sustainable development in the rapid development trend of e-commerce.Based on the collection and review of relevant literatures,this study summarizes and finds,there are still some deficiencies in the current research on the impact of online negative reviews and business feedback on potential consumers:(1)The existing literature on the impact of online negative reviews has been in-depth to the specific features of the reviews,including the quantitative and quality characteristics,etc.but there is less research on the emotional aspect of negative review content and the expression of words,and few scholars have explored whether the consumer’s own cognitive structure has moderating effect in the process of influence.(2)Nowadays,the most studies of merchants feedback are from the perspective of traditional marketing services in the field of remedial measures,the difference characteristics of outstanding about the feedback of online and offline remedy is not enough,not sure online feedback remedy of the key factors for potential consumers.(3)The interaction between online negative reviews and business feedback is focused on the impact of two variables on the attitude of consumers rather than grasping the key pointcut-trust,namely not discussing the influence of negative reviews and business feedback strategies from different dimensions of trust,and not building a bridge for the research on the interaction mechanism of negative reviews and business feedback.Based on the shortcomings of the above research,this paper proposes three main research questions:(1)What is the negative influence mechanism of online negative reviews on consumers’willingness to purchase?(2)How do different types of merchant feedback strategies affect the trust and purchase intention of potential consumers?(3)What is the repair effect of the attribution interpretation of business feedback on the trust of potential consumers?Based on the above three questions,this paper constructs the overall research model framework:the impact mechanism model of online negative reviews and business feedback on potential consumer trust change,and the model were divided into three parts,using the content analysis,questionnaire survey and scenario simulation experiment,empirically testing the theoretical research model and verifying the relevant hypotheses.The research contents are as follows:Firstly,the impact of negative reviews character on the purchase intention.This part is based onELM model theory,according to the degree of consumer involvement,the characteristics of external macro situational features and its micro content characteristics of negative reviews respectively were discussed from the outside of the situational perception route and the core cognitive processing route,the influence of the various factors on consumers’ purchase intention were analyzed,and then,according to the motivation information processing theory,the consumer motivation regulation variables was added to explore whether there is a moderating effect on each path relationship.Finally,the method of empirical analysis of questionnaire is used to verify each influence hypothesis,and the results show that the negative emotional tendency of negative review information,the timeliness of reviews and perceived risk have significant influence on the purchase intention of potential consumers,among which the negative emotional tendency is the most significant.However,consumer motivation only has a significant effect on the relationship between perceived risk and purchase intention,indicating that the higher the demand of potential consumers,the more sensitive to the perceived risk of negative review information.Secondly,the comparison of the positive impact of different feedback strategies and feedback portfolio strategies on consumer trust and purchase intention.This part of the research is based on social exchange theory.Firstly,to explore different feedback strategies for the different dimensions of trust the repair effect of contrast,secondly comparing the positive impack of different feedback portfolio strategies on consumer trust and purchase intention,and through the T test to verify the positive impact of the apology+explanation on consumer trust and purchase intention more obvious than single apology,but the compensation services did not show a more significant effect,and reviews of different categories of goods not have regulating effects on the remedial effect of feedback strategy,which explains the difference between the potential consumer perception and our attitude towards the review of change and the consumer client.Finally,it validates the mediating effect of trust between feedback strategy and purchase intention.Thirdly,the attribution of business feedback to consumer trust repair.This part is based on attribution theory,according to the two steps of causal attribution and property attribution,the three dimensions of trust are analyzed in different ways,the effect of different attribution methods is tested by setting the control target,and the conclusion is drawn.The external attribution of the negative review makes the trust damage of the potential consumer less than the internal attribution during the business feedback attributions.The non-controllability attribution makes the consumer trust damage less than the controllability attribution during the internal attribution.But the instability attribution less than the stability attribution is not be validated.This assumption need further argument.The study of the above three parts made a positive supplement and development on the related theory research of the joint influence of the negative reviews and the business feedback on potential consumers,some conclusions provided the reasonable constructive opinion for online businesses how to select feedback strategies to cope with the negative reviews.The innovation points and theoretical contributions of this paper are mainly reflected in the following three aspects:1.In the field of the extraction and validation of the negative reviews characteristic factors,besides the reviews on the general characteristics such as quantity,quality,etc,the negative emotions drive and uncertainty of the negative review contents respecvively enhances the negative effects of the negative reviews,the conclusion masters the characteristics of the negative reviews,and the mechanism of the influence of the negative reviews made a beneficial supplement and perfection,the conclusion of authentication provides a prerequisite for online businesses how to identify negative reviews and taking the appropriate feedback measure.2.Feedback strategies for the different dimensions of trust repair effect analysis,elaborated the feedback strategy related theory research,the introduction of consumer trust for negative reviews and feedback businessman builds the bridge correlation research.This paper lays the foundation for the further study of scholars,and also provides the strategies and suggestions for online merchants with pertinence and theoretical basis.3.Merchants feedback strategy explanation is very important for potential consumers trust repair,potential customers will explain reason with merchants feedback attribution to judge whether the goods or services provided by the merchants and can reach the expected level.Therefore,traditional remedies such as apologies make up for the perceived fairness of consumers’ psychology,and the appropriate use of attribution interpretation makes more sense to win the trust of potential consumers.This has also been beneficial to the theoretical research of the feedback strategy and trust.更多还原