在线评论如何影响消费者:基于社会影响视角的整合框架

被引：8

作者：

邬溪羽 ^{[1
]}

郭斌 ^{[1
]}

周莎莎 ^{[1
]}

鲁爽 ^{[2
]}

机构：

[1] 浙江大学管理学院

[2] 浙江大学经济学院

来源：

西安电子科技大学学报(社会科学版) | 2015年 / 25卷 / 01期

关键词：

在线评论; 社会影响理论; 概念框架; 文献综述;

D O I：

10.16348/j.cnki.cn61-1336/c.2015.01.001

中图分类号：

F713.36 [电子贸易、网上贸易]; F713.55 [商业心理学、市场心理学];

学科分类号：

1201 ; 040203 ;

摘要：

本文旨在解读在线评论如何影响消费者的态度和行为。在线评论不仅向评论阅读者传递了产品和用户体验等信息,还包含了社会规范的影响,例如社会群体中多数派或权威人士的意见。在对187篇现有文献进行分析后,文章首先从社会影响的理论视角归纳了在线评论影响机制中的在线评论特征、产品评价、评论评价、消费意愿和消费行为等5类要素,并提出一个整合的概念框架;其次对文献中采用较多的背景理论、研究者曾提炼过的在线评论特征进行梳理;最后在该框架下,探讨了阅读者特征、评论者特征、评论平台特征、产品特征等4类调节因素被引入研究的原因及其重要性,归纳了调节机制的主要逻辑。

引用

页码：1 / 18

页数：18

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