Few studies have focused on summary descriptions of online product reviews regarding purchase decisions, and there is a gap between individual product reviews and summary descriptions of online product reviews. The current study applied eye-tracking to explore how the product type moderates the framing effect of summary descriptions of product reviews on e-consumers’ purchase decisions. The results showed that product type moderated the framing effect of summary reviews on e-consumers’ purchase intention. Specifically, for search products, compared with a negative frame, a positive frame increased e-consumers’ attention to function attributes and led to higher purchase intention. However, with experience products, e-consumers’ attention and purchase intention did not vary across framing messages. Referring to information asymmetry theory and signal theory, we posit that the cognitive effort involved in summary review information is high for search products and low for experience products since summary reviews are a more useful signal in reducing information asymmetry for search products than for experience products. The theoretical and practical implications are also discussed.

很少有研究关注关于购买决策的在线产品评论的摘要描述，并且单个产品评论与在线产品评论的摘要描述之间存在差距。目前的研究应用眼动追踪来探索产品类型如何调节产品评论摘要描述对电子消费者购买决策的框架效应。结果表明，产品类型调节了摘要评论对电子消费者购买意愿的框架效应。具体来说，对于搜索产品，与负面框架相比，正面框架增加了电子消费者对功能属性的关注，并导致更高的购买意愿。然而，对于体验产品，电子消费者的注意力和购买意愿并没有因框架信息而异。参考信息不对称理论和信号理论，我们假设摘要评论信息中涉及的认知努力对于搜索产品来说是高的，而对于体验产品来说是低的，因为摘要评论对于减少搜索产品的信息不对称比体验产品更有用。还讨论了理论和实践意义。