当前位置: X-MOL 学术Journal of Interactive Marketing › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews
Journal of Interactive Marketing ( IF 11.8 ) Pub Date : 2020-06-21 , DOI: 10.1016/j.intmar.2020.03.002
Kemefasu Ifie

This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a product are exposed to a tentative review, their attitude certainty and willingness to purchase is reduced. I also predict that consumer reactions differ depending on the expertise of the review source as well as the product experience of the consumer.

I also address confidence in information completeness as the metacognitive mechanism that explains the tentative review effect. Specifically, I argue that consumers who see a tentative review are sensitized to potentially missing information, which reduces their attitude certainty and willingness to purchase.

Our hypotheses are tested in a series of experiments which demonstrate that tentativeness reduces attitude certainty and willingness to purchase but that the effect is attenuated when the reviewer is a novice and when the consumer has a high level of product experience. Based on the findings, I discuss our contributions to theory and suggest practical steps that firms can take to mitigate the effects of tentative reviews.



中文翻译:

优秀的产品……但还为时过早:消费者对暂定产品评论的反应

这项研究探讨了试探性在在线产品评论中对消费者产品态度确定性和行为意图的影响。借助显着性理论,归因理论和态度确定性工作,我预测,当看到商品正面评价的消费者受到初步评价时,他们的态度确定性和购买意愿将会降低。我还预测,消费者的反应会根据评论来源的专业知识以及消费者的产品体验而有所不同。

我也谈到了对信息完整性的信心,这是解释初步审查效果的元认知机制。具体来说,我认为看到暂定性评论的消费者对可能丢失的信息很敏感,从而降低了他们的态度确定性和购买意愿。

我们的假设在一系列实验中进行了测试,这些实验表明,暂定性降低了态度的确定性和购买意愿,但是当审阅者是新手并且消费者具有较高的产品体验水平时,效果会减弱。基于这些发现,我讨论了我们对理论的贡献,并提出了企业可以采取的减轻临时审查影响的实际步骤。

更新日期:2020-06-21
down
wechat
bug