The purpose of this study is to investigate the effects of congruent and incongruent anonymous comments posted to an online health news article on personal risk perception. This association is examined through testing the moderating roles of perceived similarity and approval ratings, and the mediating roles of source credibility and content credibility.,Hypotheses regarding the impact of comments on personal risk perception were tested experimentally using a news article, comments and approval ratings about the ear picking behavior. Data were collected from 391 young Vietnamese respondents.,The influence of online comments (congruent vs incongruent) on personal risk perception was mediated by source credibility and content credibility. Further, data showed a direct effect of online comments on personal risk perception. Interestingly, the direct and indirect effects of online comments on personal risk perception were observed among participants who perceived that anonymous commenters were similar to them. Approval ratings had neither a main nor interaction effect with comments on the dependent variables.,The results indicate that marketers should consider online comments as a powerful form of social influence, which may alter consumers’ personal risk perception.,The present study adds to social marketing literature by showing how consumers’ online comments influence personal risk perception in the context of changing media ecosystem.

中文翻译：

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消费者与谁互动？

这项研究的目的是调查发布到在线健康新闻文章上有关个人风险感知的一致和不一致的匿名评论的影响。通过测试感知相似性和批准等级的调节作用以及来源可信度和内容可信度的中介作用，检验了这种关联。使用新闻文章，评论和批准等级对试验对个人风险感知影响的假设进行了实验性测试关于采耳行为。数据来自391名越南年轻受访者。在线评论（一致与不一致）对个人风险感知的影响由来源可信度和内容可信度决定。此外，数据显示在线评论对个人风险感知有直接影响。有趣的是 在认为匿名评论者与他们相似的参与者中，观察到了在线评论对个人风险感知的直接和间接影响。批准等级与因变量上的评论没有主要作用或交互作用。结果表明，营销人员应将在线评论视为一种强大的社会影响力形式，这可能会改变消费者的个人风险感知。通过展示消费者的在线评论如何在不断变化的媒体生态系统中影响个人风险感知的营销文献。