期刊论文

The Impact of Online Reviews’ Quality and Quantity on Online Purchasing Intention: The Moderating Effect of Need for Cognition

中文

心理科学

1671-6981

2016

39

6

1454-1459

10.16719/j.cnki.1671-6981.20160626

11&ZD151:国家社会科学基金 31400887:国家自然科学基金 CCNU14Z02004:中央高校基本科研业务费专项 CCNU15A05047:中央高校基本科研业务费专项

本校为第一机构

为探讨在线评论数量和质量以及认知需要对个体网络购物意愿的影响及其作用机制。以320名有网购经历的在校大学生为被试,采用2(在线评论质量:高vs.低)×2(在线评论数量:多vs.少)×2(认知需要水平:高vs.低)的实验设计。结果发现:(1)在线评论质量和数量对网络购物意愿都有着积极影响;(2)在线评论质量和数量对网络购物意愿的影响会受到认知需要的调节,即在线评论数量和质量对不同认知需要水平个体的影响不同:低认知需要个体会受到在线评论数量的影响,而高认知需要的个体则会受到在线评论质量的影响。研究结果深化了在线评论对网络购物购买决策影响的研究。

By the end of June 2015, the number of Chinese online shopping users has reached 374 million, which makes up 40.7% of all the internet users in China. Online shopping has become one of the most popular activities online. The rapid development of the online shopping market has also made the influencing factors of online shopping the focus of researchers. Just like in real life, others’ comments play an important role in the decisionmaking of online shopping. Relevant research has found that all the comprehensive score, timeliness, quantity, qua...