[1]杨长春,王小丽.视频评论对消费者购买意愿的影响——基于产品卷入度的调节作用[J].常州大学学报(社会科学版),2021,22(01):49-57.[doi:10.3969/j.issn.2095-042X.2021.01.006]
　Yang Changchun,Wang Xiaoli.On the Impact of Video Reviews on Consumers’ Purchase Intention: Regulating Effect Based on Product Involvement[J].Journal of Changzhou University(Social Science Edition),2021,22(01):49-57.[doi:10.3969/j.issn.2095-042X.2021.01.006]
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视频评论对消费者购买意愿的影响——基于产品卷入度的调节作用()
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常州大学学报(社会科学版)[ISSN:2095-042X/CN:32-1821/C]

卷:
第22卷
期数:
2021年01期
页码:
49-57
栏目:
数字经济与管理专题研究
出版日期:
2021-02-20

文章信息/Info

Title:
On the Impact of Video Reviews on Consumers’ Purchase Intention: Regulating Effect Based on Product Involvement
作者:
杨长春; 王小丽
Author(s):
Yang Changchun;  Wang Xiaoli
关键词:
视频评论;  SOR模型;  产品卷入度;  购买意愿
Keywords:
video reviews;  SOR model;  product involvement;  purchase intention
分类号:
F724
DOI:
10.3969/j.issn.2095-042X.2021.01.006
文献标志码:
A
摘要:
基于SOR模型,构建视频评论对消费者购买意愿影响的理论模型,验证产品卷入度的调节作用。研究发现:视频评论数量、视频评论质量、视频评论播放质量对感知有用性和感知愉悦性均存在显著的正向影响; 视频评论效价对感知有用性产生了负向影响,而对感知愉悦性产生显著的正向影响; 感知有用性和感知愉悦性均对消费者购买意愿产生显著的正向影响; 产品卷入度对视频评论数量、视频评论播放质量和感知有用性之间的关系存在调节作用,但对视频评论质量、视频评论效价和感知有用性之间的关系不存在调节作用。
Abstract:
Based on SOR model, a theoretical model of the impact of video reviews on consumers’ purchase intention is constructed to explore the regulating effect of product involvement. The results show that there is a significant positive impact of the quantity, quality and playback quality of video reviews on perceived usefulness and perceived pleasure, and there is a negative impact of the titer of video reviews on perceived usefulness while it has a significant positive impact on perceived pleasure.Perceived usefulness and perceived pleasure can significantly stimulate consumers’ purchase intention. There exists a regulating effect of product involvement on the relationship between the quantity as well as the playback quality of video reviews and consumers’ purchase intention, but there is no regulating effect of product involvement on the relationship between the quality as well as the titer of the video reviews and consumers’ purchase intention.

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备注/Memo

备注/Memo:
作者简介:杨长春,常州大学商学院教授、硕士研究生导师; 王小丽,常州大学商学院硕士研究生。
基金项目:江苏省研究生科研创新计划项目“基于本体和规则推理的垂直搜索研究”(KYCX19_1769); 赛尔网络下一代互联网技术创新项目“IPv6组网的智能推荐的移动搜索关键技术的研究与开发”(NGII20180125)。
更新日期/Last Update: 2021-02-20