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新产品上市经常会出现消费者评论不一致的情况,问题是这些评论不一致对潜在消费者的影响一定是负面的吗?以往对评论不一致的研究大多并未区分产品是现有产品还是新产品,结论也未得到统一。对新产品而言,消费者会更在意购买行为带来的社会性,因此,购买评论不一致的新产品所带来的社会价值对消费者的决策会有正面的影响。本文通过一个实证数据和两个实验对此问题进行了探究。在以电影行业为背景的实证研究中,发现评论的不一致性越高,电影票房反而越高。在实验一中,我们进一步验证了新产品评论不一致性对消费者购买意愿有正向影响,并且由于新产品创新程度(渐进型与全新型)会对消费者购买决策产生影响,我们引入新产品类型作为调节变量,发现相对于渐进型产品来说,全新型产品的评论不一致性对消费者的购买意向影响更加显著。实验二验证了社会价值的中介作用,且验证了新产品类型对中介变量的调节作用。
The new product listing often appear inconsistent with the consumer comments, the question is whether the inconsistency of these comments on the potential consumers must be negative? In the past most of the inconsistent research does not distinguish between the product is an existing product or a new product, the conclusion Nor has it been unified. For new products, consumers will be more concerned with the sociality of buying behavior. Therefore, the social value brought by the purchase of new products with inconsistent comments will have a positive impact on consumers’ decision-making. This article explores this issue with one empirical data and two experiments. In an empirical study based on the movie industry, the higher the inconsistency found in reviews, the higher the movie box office. In Experiment 1, we further verify that the inconsistency of new product reviews has a positive impact on consumers’ willingness to buy, and because new product innovations (both progressive and new) have an impact on consumer purchasing decisions, we introduce new products Type as a manipulative variable, it is found that the comment inconsistency of the new product has a more significant impact on the purchase intention of the consumer than the progressive product. The second experiment verifies the intermediary role of social value and verifies the regulatory role of new product type on mediating variables.