心理距离视角下在线评论说服力研究

项目名称： 心理距离视角下在线评论说服力研究

项目编号： No.71302069

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 张琴

作者单位： 中南大学

项目金额： 20万元

中文摘要： 随着网络技术的发展，在线评论在消费者购物行为中扮演着越来越重要的角色，企业希望能够了解在线评论与消费者购买行为之间的关系，并加以利用。现有对在线评论的研究多围绕在线评论与产品销量和有用性两点展开，而对其能否为企业所利用探讨甚少。本研究认为因为在线评论具有能影响消费者决策的特点，并在一定程度上能为企业所控制，所以，在线评论实际上可以看做是企业的一种新型沟通方式和策略，它与传统的电视电影、报刊杂志等企业来源型沟通方式一样有着广告的作用。以此为基点，本研究试图探讨在线评论说服力的影响因素，为企业有效利用和管理此新型沟通方式提供指导。以信息说服理论为基础，结合在线评论的特征，搭建由在线评论内容和购买行为特点所组成的在线评论说服力影响模型。从心理学领域中的建构水平理论出发，探讨消费者行为中购买时间、地点、购买什么、为谁购买带来心理距离的改变与在线评论内容和信息源的匹配程度对在线评论说服力大小的影响。

中文关键词： 在线评论；建构水平；时间距离；社会距离；产品知识

英文摘要： With the development of internet, online reviews have become more and more important in consumer behavior. Managers hope to understand the relationship between online reviews and consumer behavior for their own purpose. Previous studies in this area primarily discussed the influence of online reviews on product sales and which factors would make its useful, but failed to learn how managers could use online reviews. Because online reviews could influence consumer decisions and could be controlled by companies in some way, we argue that online consumer reviews can be deployed as a new element in the marketing communications mix. Like traditional communication channel, such as TV, movie, magazine, paper, online reviews has persuasion effect. Based on this point, we try to find out the factors influencing online reviews persuasion effect and help practitioners to master the ways to manage and use this new communications channel. Conjoined the persuasion theories and the characters of online reviews, we construct the online persuasion model consisted of factors of online reviews texts and consumer buying behaviors. From the perspective of construal level theory, we how the change of psychological distance, which is brought by the consumer buying behaviors, moderate the relationship between the factors of online revie

英文关键词： Online Reviews；Consrual level Theory；Temporal Distance；Social Distance；Knowledge of product