移动购物评价对消费者购买意愿影响的实验研究

摘要

本文基于认知需求理论和ELM理论，通过在线情境模拟实验，研究移动购物评价下，认知需求、在线评价质量和在线评价数目三个变量对消费者购买意愿的影响。结果表明：（1）当评价数目不多时，评价质量影响消费者购买意愿，评价数目不影响消费者购买意愿；（2）当评价数目不多时，评价质量与认知需求的交互效应不明显；（3）当评价数目很多时，评价质量和评价数目都会影响消费者的购买意愿；（4）当评价数目很多时，低认知需求消费者受在线消费者评价数目的影响更大，高认知需求消费者受在线消费者评价质量的影响更大。根据上述研究结果，从网络卖家的角度对移动购物评价的管理提出了相关建议。%Based on the theory of need for cognition,the ELM theory,online scenario simulation experiment is applied to study the effects of degree of need for cognition,quality of mobile online reviews and quantity of mobile online reviews on consumer's purchasing intention.The results show that:(1 )when the sum of reviews is small,quality of mobile online reviews has a significant impact on consumer purchasing intention,while quantity of mobile online reviews has no impact on consumer's purchasing intention;(2)when the sum of reviews is small,quality of mobile online reviews and degree of need for cognition have significant effect on consumer purchasing intention;(3 )when the sum of reviews is large,both quality quantity of mobile online reviews have significant impacts on consumer purchasing intention;(4)when the sum of reviews is large,consumers with low need for cognition are affected by the quantity rather than the quality of reviews,but consumers with high need for cognition are affected by the quality rather than the quantity of reviews.Based on the results above,the article offers some relevant proposals for mobile shopping reviews management in perspective of online retailers.