体验型产品在线评论与消费意愿及销量的关系——以价格为调节变量

随着网络在线交易的迅猛发展,在线评论等网络口碑传播的重要性日益凸显。以体验型产品为研究对象,以信号理论和"刺激-反应"理论为指导,建立"在线评论-消费意愿-在线销量"模型分析三个要素之间的关系机理,并采用中介效应检验和调节效应检验进行验证,结果显示:在线评论作为一种信息刺激,其数量对体验型产品在线销量具有显著的正向影响,但在线评论质量效价评分对体验型产品在线销量的影响不显著,这与产品的类型有关;在线评论一是直接对在线销量产生影响,一是通过中介变量(即作为消费意愿替代变量的收藏量)传递影响,对在线销量产生作用;商品价格在在线评论和在线销量的直接和间接关系中都起到了正向调节作用,这与体验型产品交易过程中价格质量信号功能强于促销功能有关。实践中,企业可通过一些激励设计提高消费者在线评论参与度;进行更加科学化的网页设计,完善收藏功能,以方便消费者进行筛选和比较;注意防止盲目降价行为给消费者带来的负面影响,发挥好价格的信号作用。

Research on the Relationship among Online Reviews,Consumption Intention and Online Sales of Experiential Products——Taking Price as a Moderating Variable

With the rapid development of online trading,online reviews have been increasingly important. The authors take experiential products as the research object;under the guidance of signal theory and "stimulus response" theory,the author also establish the model of "online reviews-consumption intention-online sales volume" to analyze the relationship mechanism among these three factors,which is tested with the help of mediation and moderation effect. The research finds that,as a source of information stimulation,the number of online reviews has a significant positive impact on online sales of experiential products;the quality information of online reviews has no significant effect on online sales of experiential products;there are two ways to transmit the influence of online reviews on online sales,namely the direct influence and the indirect influence through intermediary variables(collection as an alternative variable of consumption intention);and price plays a positive role in regulating the direct and indirect relationship between online reviews and online sales,which is related to the fact that the signal function of price quality is stronger than the promotion function in the transaction process of experiential products. In practice,the enterprises should increase online reviews by incentive design,do a better job in website design,perfect the function of collection,and try to reduce the negative impact of blind price-reduction.