普通消费者口碑和专家评论对消费者购买决策的影响研究

在线评论作为营销信息中新的要素，已成为当下消费者购买产品或服务时的重要因素。文章根据获得诊断性模型和调节导向理论，引入自我调节导向作为调节变量，探讨在线评论信息源对品牌评价和购买意愿的影响。文章采用情境模拟实验方法，考察了普通消费者口碑和专家评论对消费者的品牌评价和购买意愿具有不同的影响。具体来说当消费者处于促进调节导向时，普通消费者口碑比专家评论更容易使消费者产生良好的品牌评价和购买意愿；当消费者处于预防调节导向时，专家评论比普通消费者口碑更容易使消费者产生良好的品牌评价和购买意愿，其中感知诊断性在这个过程中起到中介作用。文章整合了不同领域的理论，拓宽了不同来源的在线评论对消费者影响的理解力，而且研究结论对网站的营销人员如何管理在线评论有一定的启示意义。

Consumer Reviews vs. Expert Critics: A Study on the Effectiveness of Online Reviews from the Perspective of Regulatory Focus

Prior research showed that online reviews have become an important factor for consumers to purchase products or services as a new element in marketing. Based on the Accessibility Diagnosticity Model and Regulatory Focus Theory, this research investigates the effect of different online review sources on brand evaluation and purchasing intention. Two experiments were proposed to examine the moderating role of self-regulatory focus and mediating role of perceived diagnosticity on the relationship between online reviews and consumer behavior. The findings indicate that when consumers are in the promotion-focused state, ordinary consumer reviews are more effective than expert critics to leads more brand evaluation and purchasing intention; whereas those in the prevention-focused state, expert critics are more effective than ordinary consumer reviews to produce favorable brand evaluation and purchasing intention. The outcomes occur because fit enhances perceived diagnosticity that account for the mediating role in the relationship between online reviews and brand evaluation and purchasing intention. The study integrates theories in different fields and broadens our understanding of the impact of online reviews from different sources on consumers, and the research conclusions have implications for how marketers manage online reviews.