Prior to purchase decision-making in regard to experience services in electronic commerce, consumers tend to check the reviews for the intended purchase online. Realizing the importance of online word-of-mouth marketing, online retailers offer a bonus to motivate consumers to write reviews. While great attention is paid to the reviewers, few efforts are exerted in regard to the readers of the reviews. Focusing on the mindsets of readers in their perception process, our research explores the impact of online reviews from the perspective of construal level theory. We find that, even for the same review, readers with a high (vs. low) construal level report more perceived concreteness and thus more perceived usefulness. Furthermore, this result is moderated by valence (positive reviews vs. negative reviews) and specificity (attribute-based reviews vs. benefit-based reviews) of reviews. Our findings make theoretical contributions to the literature on construal-level theory and word-of-mouth in electronic commerce, and provide managerial implication for online platforms and service merchants.

在就电子商务中的体验服务做出购买决定之前，消费者倾向于在线检查预定购买的评论。意识到在线口碑营销的重要性，在线零售商提供了奖励以激励消费者撰写评论。尽管高度重视审阅者，但对审阅者所做的努力却很少。着眼于读者在感知过程中的心态，我们的研究从建构水平理论的角度探讨了在线评论的影响。我们发现，即使对于同一篇评论，具有较高（相对于较低）解释性水平的读者也会报告更多的具体感觉，因此也更多地看到有用。此外，这个结果可以通过效价（积极评价与否定评价）和特异性（基于属性的评价与评价）进行调节。基于利益的评论）。我们的发现为电子商务中的解释水平理论和口耳相传的文献提供了理论上的贡献，并为在线平台和服务商提供了管理上的启示。