“好评返现”对用户感知评论真实性及购买意愿的影响

北京邮电大学学报(社科版) ›› 2017, Vol. 19 ›› Issue (3): 12-22.

“好评返现”对用户感知评论真实性及购买意愿的影响

北京邮电大学经济管理学院，北京100876

收稿日期:2016-11-23 出版日期:2017-06-30
基金资助:
中央高校基本科研业务费专项资金项目（2014ZDO2-1）

Influence of ′Praise Reward′ on Authenticity and Purchase Intention of Users′ Perception

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2016-11-23 Online:2017-06-30

摘要/Abstract

摘要： 结合在线评论有用性、眼动注视与信息提取理论，以商品类型为控制变量，通过18组眼动对照实验，证实“好评返现”造成的虚假好评显著影响消费者对评论真实性的判断，进而影响消费者的购买意愿。运用SPSS软件对数据进行分析，发现对不同商品类型，属性评论占比在消费者感知到虚假评论存在前后，对感知评论真实性和购买意愿的影响不一致，且虚假好评增加了消费者购买体验类商品时，阅读属性类评论的时长，降低了两类商品的感知真实性和购买意愿。

关键词: 在线虚假好评, 感知真实性, 购买意愿, 不正当竞争, 眼动实验

Abstract: Combining with the helpfulness of online reviews, eye-tracking and information extraction theory, 18 groups of control experiments on eye-tracking are made by taking product types as the control variable, and it is confirmed that ′Praise Reward′ significantly affects consumers′ judgment on the authenticity of online reviews, and influences consumers′ purchase intention By using SPSS to analyze the data, it is found that before and after consumers′ perceived fake reviews, the rate of attribute reviews has different influence on perceived authenticity and purchase intention of different types of products Fake online reviews make consumers spend more time reading attribute reviews when they purchase products related to user experience and reduces the perception authenticity and purchase intention of the two types of products

Key words: fake online reviews, perceived authenticity, purchase intention, unfair competition, eye-tracking experiment

中图分类号:

宋嘉莹，王宁，杨学成. “好评返现”对用户感知评论真实性及购买意愿的影响[J]. 北京邮电大学学报(社科版), 2017, 19(3): 12-22.

SONG Jia-ying, WANG Ning, YANG Xue-cheng. Influence of ′Praise Reward′ on Authenticity and Purchase Intention of Users′ Perception[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(3): 12-22.

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