从双重视角看综合评论中的情感变化对消费者信息采纳的影响

Depeng Zhang, Jiaxin Ma, Zhenxing He
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摘要

目的随着电子商务平台附加评论功能的出现,综合评论中的情感变化变得更加多样化。消费者如何处理综合评论中的情感变化是企业关注的重要问题。本研究以情感社会信息理论为基础,构建了综合评论情感价位变化如何影响消费者信息采纳意向的双重中介模型,并考察了情感强度动态变化的调节作用。研究结果消费者更倾向于采用正面-负面复合评论,而不是负面-正面复合评论。与消极-积极的综合评论相比,积极-消极的综合评论导致了更高的感知共鸣和更低的动机怀疑,这反过来又导致了更高的信息采纳率。此外,情感强度的动态变化在这一效应中起到了调节作用。有趣的是,当考虑到评论者的属性差异描述时,属性差异的大小改变了综合评论所产生的感知共鸣和消费者动机怀疑的差异。原创性/价值研究结果具有重要的理论贡献,加深了企业和消费者对综合评论影响的理解,并对改善企业对综合评论的管理具有实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effect of emotional changes in composite reviews on consumers' information adoption from a dual perspective
PurposeWith the appearance of additional review functionality on e-commerce platforms emotional changes in composite reviews have become more diverse. How consumers process the emotional changes in composite reviews is an important concern for companies. This study investigates the impact of explores how changes in the emotional valence and emotional intensity of composite reviews on consumers' information adoption.Design/methodology/approachBased on emotion as social information theory, this study constructs a double mediation model of how the change in emotional valence of composite reviews affects consumers' adoption intention and examines the moderating effect of the dynamic change of emotional intensity. One field and three online experiments were conducted to test the proposed hypotheses.FindingsConsumers were more likely to adopt positive–negative composite reviews than negative–positive composite reviews. Compared to negative–positive composite reviews, positive–negative composite reviews led to higher perceived empathy and lower motivational suspicion, which, in turn, led to higher information adoption. Moreover, dynamic changes in emotional intensity played a moderating role in this effect. Interestingly, the amount of attribute difference changed the differences in perceived empathy and motivated consumer suspicion generated by the composite review when considering the reviewer’s attribute difference description.Originality/valueThe findings have important theoretical contributions that deepen business and consumer understanding of the impact of composite reviews and have practical implications for improving the management of composite reviews by businesses.
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