[论文解读] Impact of review valence and perceived uncertainty on purchase of time-constrained and discounted search goods

Prathamesh Muzumdar|arXiv (Cornell University)|Oct 9, 2021

Digital Marketing and Social Media被引用 5

一句话总结

本研究探讨了在时间紧迫、折扣搜索商品的情境下，评论情感极性与感知不确定性如何影响购买决策。基于调查数据的结构方程建模分析表明，消费者对评论情感极性的积极态度会增强其对评论的依赖，但时间压力会加剧感知不确定性，从而削弱这一关系——凸显了在紧迫在线购物情境下存在的关键调节效应。

ABSTRACT

Increasing online shoppers have generated enormous amount of data in form of reviews (text) and sales data. Aggregate reviews in form of rating (stars) have become noticeable indicators of product quality and vendor performance to prospective consumers at first sight. Consumers subjected to product discount deadlines search for ways in which they could evaluate product and vendor service using a comprehensible benchmark. Considering the effect of time pressure on consumers, aggregate reviews, known as review valence, become a viable indicator of product quality. This study investigates how purchase decisions for new products are affected by past customer aggregate ratings when a soon-to-expire discount is being offered. We examine the role that a consumer's attitude towards review valence (RV) plays as an antecedent to that consumer's reliance on RV in a purchase decision for time-discounted search goods. Considering review credibility, diagnosticity, and effectiveness as determinants of consumer attitude in a time-constrained search and purchase environment, we follow the approach-avoidance conflict theory to examine the role of review valence and perceived uncertainty in a time-constrained environment. The data was collected through an online survey and analyzed using structural equation modelling. This study provides significant implications for practitioners as they can better understand how review valence can influence a purchase decision. Empirical analysis includes two contributions: 1. It helps to understand how consumer attitude toward review valence, when positively influenced by the determinants, can lead to reliance on review valence, further influencing purchase decision; 2. Time constrained purchase-related perceived uncertainty negatively moderates the relationship between consumer attitude and reliance on review valence.

研究动机与目标

• 探讨消费者对评论情感极性的态度如何影响在时间紧迫、折扣商品购买情境下对评论的依赖程度。
• 评估感知不确定性在消费者对评论情感极性的态度与购买决策之间关系中的调节作用。
• 探讨评论可信度、诊断性与有效性如何在紧迫的在线购物情境中塑造消费者态度。
• 应用趋近-回避冲突理论，理解在时间压力和产品评价不确定性下的决策动态。

提出的方法

• 通过在线调查收集消费者态度、感知不确定性、对评论情感极性的依赖程度以及购买意图的数据。
• 采用结构方程模型（SEM）分析消费者对评论情感极性的态度、对评论的依赖程度与购买决策之间的关系。
• 将评论情感极性操作化为综合客户评分（如星级评分），以反映对产品质量的感知。
• 感知不确定性被测量为在时间压力下对产品质量的焦虑或怀疑程度。
• 本研究应用趋近-回避冲突理论，以阐释对评论的积极与消极情感如何在紧迫情境下影响决策过程。
• 关键决定因素如评论可信度、诊断性与有效性被用于预测消费者对评论情感极性的态度。

实验结果

研究问题

• RQ1 在时间紧迫、折扣商品购买情境下，消费者对评论情感极性的态度在多大程度上影响其对评论的依赖？
• RQ2 感知不确定性在消费者对评论情感极性的态度与对评论的依赖关系之间，其调节作用有多大？
• RQ3 在紧迫的在线购物环境中，评论可信度、诊断性与有效性如何塑造消费者态度？
• RQ4 时间压力在何种程度上改变了综合评论影响购买决策的有效性？

主要发现

• 消费者对评论情感极性的态度显著预测了在时间紧迫情境下对评论的依赖程度提升。
• 感知不确定性负向调节了消费者对评论情感极性的态度与对评论依赖程度之间的关系，导致在压力下积极态度的影响减弱。
• 更高的评论可信度、诊断性与有效性增强了消费者对评论情感极性的态度，从而提升了对综合评分的信任。
• 当消费者因时间限制而经历高水平的感知不确定性时，评论情感极性对购买决策的影响被削弱。
• 本研究证实，趋近-回避冲突动态在解释时间压力与产品评价不确定性下的决策行为方面具有相关性。
• 实证结果支持理论模型，表明尽管对评论的积极态度会促进依赖，但不确定性在紧迫购物情境中会削弱这一效应。