| 480 | 26 | 5 |
| 下载次数 | 被引频次 | 阅读次数 |
网络口碑已经成为影响消费者购物决策的一个重要因素。现有网络口碑影响的研究大多以双重加工理论、归因理论、认知适应理论或负面偏见等理论为基础,从社会临场感和媒介丰富度的视角来研究网络口碑影响的研究还很少。数字、言语和视觉是三种不同格式的网络口碑,它们的组合对应从低到高的媒介丰富程度,本文提出了一个研究模型,来分析网络口碑的媒介丰富度如何影响用户的感知诊断性、系统满意度和决策信心。进一步,我们设计了一个实验,以体验类商品为例来验证研究模型和所提的研究假设,实验结果表明,与"数字"格式的网络口碑相比,提供"数字+言语"格式的网络口碑以及提供"数字+言语+视觉"格式的网络口碑均能改善决策效果,然而,与"数字+言语"格式的网络口碑相比,提供"数字+言语+视觉"格式的网络口碑对决策效果并没有显著改善。这意味着提供更丰富的网络口碑,并不一定总是能得到更好的效果。这一发现为进一步从媒介丰富度视角研究视觉类网络口碑的影响,指明了多个有意义的方向,
Abstract：Electronic word-of-mouth(eWOM) is becoming a major source of information for consumer purchase decisions.Extant studies focused the impact of eWOM are mainly based on dual process theory,attribution theory,cognitive fit theory or negativity bias.However,the eWOM impact research based on social presence and media richness perspective has been lacking.Number,verbal and visual are three types of eWOM format,which indicate an increasing level of media richness.In this study,we propose a research model linking eWOM media richness and user perceived diagnosticity,system satisfaction and decision confidence.We also designed an experiment to validate the proposed research model and hypothesis.The results indicate that compared with "number" format,providing both " number+verbal" and "number + verbal + visual" format of eWOM leads to better user perception.However,compared with "number+verbal" format,providing "number+verbaH-visual" format of eWOM doesn't lead to better user perception.This finding provides many insights on how to better investigate the effect of visual eWOM in the future.
[1]Gupta P,Harris J.How eWOM recommendations influence product consideration and quality of choice:A motivation to process information perspective[J].Journal of Business Research,2010,63(9):1041-1049.
[2]Nielsen.Word-of-mouth:The most powerful selling tool.[EB/OL].[September 16,2013].http://www.nz.nielsen.com/news/Advertising_Oct07.shtml.
[3]Liu Y.Word of mouth for movies:Its dynamics and impact on box office revenue[J],Journal of Marketing,2006:74-89.
[4]Duan W,Gu B.Whinston A B.Do online reviews matter?—An empirical investigation of panel data[J].Decision Support Systems,2008,45(4):1007-1016.
[5]Qu Z,Zhang H,Li H.Determinants of online merchant rating:Content analysis of consumer comments about Yahoo merchants[J].Decision Support Systems,2008,46(1):440-449.
[6]Kim D.Benbasat I.Trust-assuring arguments in B2C e-commerce:Impact of content,source,and price on trust[J].Journal of Management Information Systems,2009,26(3):175-206.
[7]Lin T M,Lu K-Y,Wu J-J.The effects of visual information in eWOM communication[J].Journal of Research in Interactive Marketing,2012,6(1):7-26.
[8]Lee G.Tussyadiah I P.Textual and visual information in eWOM;A gap between preferences in information search and diffusion[J].Information Technology&.Tourism,2010,12(4):351-361.
[9]Daft R L.Lengel R H.Trevino L K.Message equivocality,media selection,and manager performance-.Implications for information systems[J].MIS Quarterly,1987:355-366.
[10]Daft R L,Lengel R H.Organizational information requirements,media richness and structural design[J].Management Science,1986,32(5):554-571.
[11]Petty R E,Cacioppo J T.Communication and persuasion:Central and peripheral routes to attitude change[M].New York:Springer-Verlag,1986.
[12]Chaiken S.Heuristic versus systematic information processing and the use of source versus message cues in persuasion[J].Journal of Personality and Social Psychology,1980,39(5):752.
[13]Lee M,Youn S.Electronic word of mouth(eWOM):How eWOM platforms influence consumer product judgement[J].International Journal of Advertising,2009,28(3):473-499.
[14]Sen S,Lerman D.Why are you telling me this?An examination into negative consumer reviews on the web[J].Journal of Interactive Marketing,2007,21(4):76-94.
[15]Park D-H,Kim S.The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews[J].Electronic Commerce Research and Applications,2009,7(4):399-410.
[16]Cheung M Y,Luo C,Sia C L,Chen H.Credibility of electronic word-of-mouth:Informational and normative determinants of on-line consumer recommendations[J].International Journal of Electronic Commerce,2009,13(4):9-38.
[17]Park C,Lee T M.Information direction,website reputation and eWOM effect:A moderating role of product type[J].Journal of Business Research,2009,62(1):61-67.
[18]Lee J,Lee J-N.Understanding the product information inference process in electronic word-of-mouth:An objectivity-subjectivity dichotomy perspective[J].Information&Management,2009,46(5):302-311.
[19]Chen Y,Xie J.Third-party product review and firm marketing strategy[J].Marketing Science,2005,24(2):218-240.
[20]Chevalier J A,Mayzltn D.The effect of word of mouth on sales:Online book reviews[J].Journal of Marketing Research,2003,43(9):345-354.
[21]卢向华,冯越.网络口碑的价值——基于在线餐馆点评的实证研究[J].管理世界,2009(7):26-32.
[22]龚诗阳,刘霞,刘洋,赵平.网络口碑决定产品命运吗——对线上图书评论的实证分析[J].南开管理评论,2012,4:013.
[23]Zhang W,Watts S A,Capitalizing on content:Information adoption in two online jcommunities[J].Journal of the Association for Information Systems,2008,9(2):73-94.
[24]李巍,王志章.网络口碑发布平台对消费者产品判断的影响研究[J].管理学报,2011,8(9).
[25]Doh S-J,Hwang J-S.How consumers evaluate eWOM(electronic word-of-mouth)messages[J].CyberPsychology&Behavior,2009,12(2):193-197.
[26]Berger J,Sorensen A T,Rasmussen S J.Positive effects of negative publicity:When negative reviews increase sales[J].Marketing Science,2010,29(5):815-827.
[27]Cheung C M,Lee M K,Rabjohn N.The impact of electronic word-of-mouth:The adoption of online opinions in online customer communities[J].Internet Research,2008,18(3):229-247.
[28]Baumeister R F,Bratslavsky E,Finkenauer C,Vohs K D.Bad is stronger than good[J].Review of General Psychology,2001,5(4).-323-370.
[29]McKinney V,Yoon K.The measurement of web-customer satisfaction:An expectation and disconfirmation approach[J].Information Systems Research,2002,13(3):296-315.
[30]Chu S-C,Kamal S.The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes:An exploratory study[J].Journal of Interactive Advertising,2008,8(2):26-37.
[31]Lee J,Park D-H,Han I.The effect of negative online consumer reviews on product attitude:An information processing view[J].Electronic Commerce Research and Applications,2008,7(3):341-352.
[32]Park D-H,Lee J,Han I.The effect of on-line consumer reviews on consumer purchasing intention:The moderating role of involvement[J],International Journal of Electronic Commerce,2007,11(4):125-148.
[33]Yan J,Jiang Q,Adam Z,Fu C.The role of eWOM(electronic word-of-mouth)message format and direction impact on perceived informativeness of prospective browsing online consumers[C].2011 8th International Conference on Service Systems and Service Management(ICSSSM),IEEE Press,2011.
[34]Jiang Z J,Benbasat I.The effects of presentation formats and task complexity on online consumers'product understanding[J].MIS Quarterly,2007,31(3):475-500.
[35]Olson J C,Mitchell A A.Are product attribute beliefs the only mediator of advertising effects on brand attitude?[J].Journal of Marketing Research,1981,18(3):318-332.
[36]Shepard R N.Recognition memory for words,sentences,and pictures[J].Journal of Verbal Learning and Verbal Behavior,1967,6(1):156-163.
[37]Kisielius J,Sternthal B.Detecting and explaining vividness effects in attitudinal judgments[J].Journal of Marketing Research,1984:54-64.
[38]Sojka J Z,Giese J L.The influence of personality traits on the processing of visual and verbal information[J].Marketing Letters,2001,12(1):91-106.
[39]Lin Y-S,Huang J-Y.Internet blogs as a tourism marketing medium:A case study[J].Journal of Business Research,2006,59(10):1201-1205.
[40]Adelaar T,Chang S,Lancendorfer K M,Lee B,Morimoto M.Effects of media formats on emotions and impulse buying intent[J].Journal of Information Technology,2003,18(4):247-266.
[41]Kim M,Lennon S.The effects of visual and verbal information on attitudes and purchase intentions in internet shopping[J].Psychology&Marketing,2008,25(2):146-178.
[42]Im H.Lennon S J,Stoel L.The perceptual fluency effect on pleasurable online shopping experience[J].Journal of Research in Interactive Marketing,2010,4(4):280-295.
[43]Trevino L K.Lengel R H.Bodensteiner W.Gerloff E A,Muir N K.The Richness Imperative and Cognitive Style The Role of Individual Differences in Media Choice Behavior[J],Management Communication Quarterly,1990,4(2):176-197.
[44]Daft R L,Lengel R H.Information richness:A new approach to managerial behavior and organization design[A].Cummings L L,Staw B M,Research in Organization Behavior,Homewood,IL:JAI Press,1984:191-233.
[45]Galbraith J R.Organization Design[M].Reading,MA:Addison-Wesley,1977.
[46]Nelson P.Advertising as information[J].The Journal of Political Economy,1974,82(4):729-754.
[47]Jiang Z,Benbasat I.Virtual product experience:Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping[J].Journal of Management Information Systems,2004,21(3):111-147.
[48]Au N,Ngai W T,Cheng T C.Extending the understanding of end user information systems satisfaction formation:An equitable needs fulfillment model approach[J].MIS Quarterly,2008,32(1):43-66.
[49]Haubl G,Trifts V.Consumer decision making in online shopping environments:The effects of interactive decision aids[J].Marketing Science,2000,19(1),4-21.
[50]Paivio A.Mental imagery in associative learning and memory[J].Psychological Review,1969,76(3):241-263.
[51]Paivio A.Imagery and verbal processes[M].England:Oxford University Press,1971.
[52]Mayer R E.The Cambridge handbook of multimedia learning[M].England:Cambridge University Press,2005.
[53]Mayer R E,Moreno R.Nine ways to reduce cognitive load in multimedia learning[J].Educational Psychologist,2003,38(1):43-52.
[54]Ware C.Information visualization:Perception for design[M].San Francisco:Morgan Kaufmann Publishers,2004.
[55]Card S K.Mackinlay J D.Shneiderman B.Readings in information visualization:Using vision to think[M].San Francisco:Morgan Kaufmann,1999.
[56]Diaz I.Cuadrado A A,Diez A B.Visualizing knowledge for data mining using dimension reduction mappings[C].Proceedings of the 2004 IEEE International Conference on Information Reuse and Integration,IEEE Press,2004.
[57]Venna J,Peltonen J,Nybo K,Aidos H.Kaski S.Information retrieval perspective to nonlinear dimensionality reduction for data visualization[J].The Journal of Machine Learning Research,2010,11(Feb):451-490.
[58]Carlson J R,Zmud R W.Channel expansion theory and the experiential nature of media richness perceptions[J].Academy of Management Journal,1999,42(2):153-170.
[59]Vessey I,Galletta D.Cognitive fit:An empirical study of information acquisition[J].Information Systems Research,1991,2(1):63-84.
基本信息:
中图分类号:F713.55
引用信息:
[1]李嘉,张朋柱,刘璇.更丰富的媒介效果一定更好吗? 网络口碑对购物决策的影响研究[J].信息系统学报,2014(01):31-46.
基金信息:
国家自然科学基金面上项目(71371005)、国家自然科学基金青年项目(71001038、71101053)
2014-12-31
2014-12-31