【作者】 李萍；

【导师】 黄敏学；

【作者基本信息】 武汉大学 ， 市场营销， 2017， 硕士

【摘要】 新产品上市经常会出现消费者评论不一致的情况,问题是这些评论不一致对潜在消费者的影响一定是负面的吗?企业应该考虑是否应该花更多的时间和精力去改善这种不一致的评论,即在什么情况下需要改善,什么情况下不需要改善。以往对评论不一致的研究大多并未区分产品是现有产品还是新产品,结论也未得到统一。本文从新产品的角度出发,研究评论不一致对新产品上市初期的影响。本文发现,对新产品而言,消费者是会更在意购买行为带来的社会性,因此,新产品评论的不一致性所带来的社会价值对消费者的决策会带来正面的影响。本文通过一个二手数据研究和两个实验研究对此问题进行了探究。首先选择典型的新产品电影作为背景,通过在网络上爬取电影上映前的相关评论信息,测量其不一致性对电影上映一周内的票房影响,结果证明了评论的不一致性对刚上映的电影票房有正向影响,即在其他因素相同的情况下,评论离散程度越高,票房越高。其次,实验一通过区分新产品类型,进一步验证了评论的不一致性对消费者购买决策的影响,该研究采取实验的方法,选取了不同创新程度的钢笔作为研究对象,结果进一步验证了新产品评论不一致性对消费者购买意愿有正向影响,并且由于新产品创新程度(渐进型与全新型)会对消费者购买决策产生影响,我们引入新产品类型作为调节变量,发现相对于渐进型产品来说,全新型产品的评论不一致性对消费者的购买意向影响更加显著。最后,实验二通过引入社会价值感知这一中介变量,解释了新产品评论不一致性为何可以带来好的影响,该研究选取本身社会价值居中的耳机作为研究对象,结果验证了社会价值具有中介作用,即在其他因素相同的情况下,评论越不一致,消费者的社会价值感知越强,进而有较强的购买意愿,同时也验证了新产品类型对中介变量的调节作用,即在全新型产品类型的情境下,消费者有较强的促进导向,进而更容易看到新产品的社会价值,而在渐进型产品类型的情境下,消费者更容易联想到风险而弱化新产品的社会价值,因此新产品类型对中介变量社会价值有调节作用。本文的贡献可以从以下两个方面来讲:第一,本文有一定的理论贡献,在现有研究基础上提出了新的观点:一方面,引入新产品类型作为调节变量,我们将以往在评论不一致的研究领域中对产品的分类拓展到了新产品领域,研究发现仅对创新性较高的新产品,评论不一致才会有更积极的影响作用。另一方面,本文以新产品不一致所带给消费者的社会价值感知作为中介变量,以往对评论不一致的研究,大多从风险感知来解释其负向影响,从归因理论来解释其正向影响,而我们以社会价值感知作为中介变量来研究,研究发现,社会价值感知的的中介作用是显著的。第二,本研究的结果有比较强的营销实践意义,根据本文研究结论,如果厂商开发新产品的资金有限,无法让产品的各个方面都达到极致进而使所有消费者均产生较高的评价,那么集中资金打造一个极致之处要比什么都还行效果要好。另外,如果开发的产品是一个创新程度较低的产品,则没必要花心思去创造争议,而如果产品是一个创新程度很高的产品,创造评论的争议未必是坏事,这样会使得追求新奇刺激的消费者感受到更强的社会价值,即对产品更有好感,因此,全新型的产品创造争议比渐进型的产品创造争议要好。更多还原

【Abstract】 It’s ubiquitous that new products receive reviews with high variance,which means there exist inconsistent opinions,but does this type of controversy necessarily exert negative effect on consumers’ purchase intention and product performance?Need the firms spend much time and money to eliminate this phenomenon?It’s very important for companies to know when to remove the negative comments and when not.Previous research that focus on review variance do not distinguish between existing product and new product and the conclusions are not consistent.Difference between existing product and new product matters because consumers will pay more attention to social value of new product than existing product,which lead to positive effect of high variance of reviews for a new product.We use a field data and two experiments to address this question.First we conduct an empirical study,in which we choose the film as a study context.With the two kinds of data captured from the internet,including the box office of opening weekend and reviews before film released date,we find that the high review variance increases box office.In order to take into account different types of new product,we introduce the new product type(radical vs.incremental)as a moderating variable.We choose two pens of different degrees of innovation as the stimulator in experiment 1,and the result indicates that high variance of new product reviews has positive effect on purchase intention,and the effect is stronger when the new product is radical(vs.incremental).In order to explore the inner mechanism,we conduct experiment 2 and introduce the social value as the mediator.The smart headphones,whose social value are in the intermediate level,are be chosen as the research object.The result shows that perceived social value is the mediator and the new product type have moderating effect on the mediator.This paper’s contribution reflected in the following two aspects:First,this paper has a strong theoretical contribution.We put forward some new points of view based on the existing research:on the one hand,we introduce new product types as a moderator,expanding the past product area in the research of reviews variance to new product area,and find that high variance of new product reviews has positive effect on purchase intention,only when the new product has a high innovation.On the other hand,this article introduces the social value perception as the mediator.Most of the previous studies on review variance use the risk perception or the attribution theory to explain its influence on consumer behaviors,but use this new mechanism to explain it.Second,the results of this study have a strong marketing practical significance.According to the conclusion,if the manufacturers have limited budget to develop new products,it’s better to concentrate on one factor than to make all factors just so-so.In addition,if the product has less innovation,there is no need to create a dispute,but if the product is highly innovative,to create a variance comment distribution will help to make the product more novel and unique,which will let consumers feel a stronger social value,and then has a higher purchase intention.更多还原