Journal of Retailing and Consumer Services最新文献_第3页

Viewing inside or outside? The effect of internal detail views of food on consumer trust and purchase intention 看室内还是室外？食品内部细节观对消费者信任和购买意愿的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104698

Xingyuan Wang, Zhiying Xu

Food visual cues play a critical role in shaping consumer purchase decisions according to digital marketing research. However, limited attention has been paid to the comparative effects and underlying mechanisms of internal versus external visual perspectives. This study introduces a novel classification of food-related visual cues—internal detail views versus external overall views—and, drawing on signaling theory, investigates their effect on purchase intention, as well as the underlying mechanisms and boundary conditions. The findings of one eye-tracking study and four scenario-based experiments reveal that internal detail views (vs. external overall views) attract consumer attention more effectively and enhance perceived trust and purchase intention. Furthermore, the relationship between visual cues and purchase intention is mediated by perceived trust. The results indicate that the effect of visual cues on perceived trust is moderated by consumer thinking styles and perceived complexity. By proposing a new classification of visual cues for food products from internal and external perspectives, this research uncovers the underlying mechanisms and contextual boundaries through which visual cues influence consumer behavior. The findings enrich the literature on food visual marketing and consumer decision-making while providing practical implications for online food marketing strategies.

根据数字营销研究，食物视觉线索在塑造消费者购买决策方面起着至关重要的作用。然而，内部与外部视觉视角的比较效果和潜在机制的研究却很少。本研究引入了一种新的食物相关视觉线索分类——内部细节视图与外部整体视图，并利用信号理论探讨了它们对购买意愿的影响，以及潜在的机制和边界条件。一项眼动追踪研究和四个基于场景的实验结果表明，内部细节视图（相对于外部整体视图）更有效地吸引消费者的注意力，增强感知信任和购买意愿。此外，视觉线索与购买意愿之间的关系被感知信任所中介。结果表明，视觉线索对信任感知的影响受消费者思维方式和感知复杂性的调节。本研究从内部和外部两方面提出了一种新的食品视觉线索分类方法，揭示了视觉线索影响消费者行为的潜在机制和语境边界。研究结果丰富了食品视觉营销和消费者决策的文献，同时为在线食品营销策略提供了实际意义。

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引用次数: 0

Tied-goods pricing: Consumer decision-making and managerial implications 捆绑商品定价：消费者决策和管理意义

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104708

Kwanho Suk

Consumers often evaluate tied goods—durable products paired with required complementary consumables—without fully integrating the total cost of ownership into their judgments. This research examines how consumers weigh durable versus complementary product costs and how this weighting differs depending on cost presentation and bundling format. Across three studies, consumers consistently placed greater emphasis on the durable product price and underweighted complementary costs, even when complementary cost increases resulted in equal or greater changes in total ownership cost. Study 1 shows that consumers are less responsive to changes in complement selling price than to comparable changes in the durable product price. Study 2 demonstrates that ongoing usage-based complement costs are further neglected, reflecting reduced attention to temporally extended expenses. Study 3 finds that bundling attenuates this asymmetry by reducing the salience of separate price components and prompting heuristic value judgments. Together, these findings advance understanding of consumer pricing evaluation in tied-goods systems and offer implications for the design of bundling and captive pricing strategies.

消费者通常在评估捆绑商品（即耐用产品与所需的补充消耗品配对）时，没有将拥有的总成本充分纳入他们的判断。本研究考察了消费者如何权衡耐用与互补产品的成本，以及这种权重如何根据成本呈现和捆绑形式而有所不同。在三项研究中，消费者始终更加重视耐用产品的价格，而低估了互补成本，即使互补成本的增加导致了总拥有成本的相同或更大的变化。研究1表明，消费者对补充销售价格变化的反应比对耐用产品价格变化的反应要小。研究2表明，持续的基于使用的补充成本被进一步忽视，反映出对暂时延长的费用的关注减少。研究3发现，捆绑通过降低单独价格组成部分的显著性和促使启发式价值判断来减弱这种不对称性。总之，这些发现促进了对捆绑商品系统中消费者定价评估的理解，并为捆绑和强制定价策略的设计提供了启示。

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引用次数: 0

Gender differences in hedonic mobile app stickiness: A multi-group SEM analysis of processing pathways 手机应用粘性的性别差异：多组扫描电镜分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-27 DOI: 10.1016/j.jretconser.2025.104707

Rahul Meena , Samar Sarabhai

The exponential growth of hedonic mobile applications necessitates understanding of user stickiness mechanisms beyond traditional technology acceptance frameworks. Current research overlooks how individual differences, particularly gender and usage frequency, create distinct processing pathways in hedonic contexts. This study examines differential stickiness mechanisms using multi-group structural equation modeling across six user segments (gender × usage frequency combinations) with 2149 participants. Drawing on the Hedonic Motivation System Adoption Model, Aesthetic Experience Theory, and dual-route processing concepts, we develop an integrated framework examining hedonic app stickiness pathways. Results suggest systematic gender-associated patterns: females exhibit associations consistent with direct benefit-to-stickiness pathways, while males show patterns aligned with satisfaction-mediated processing. These differences appear more pronounced at higher usage levels, with heavy-usage males showing the strongest satisfaction-stickiness associations compared to non-significant satisfaction effects observed in low-usage females. Multi-group analysis shows patterns indicating significant pathway differences across user segments, with large effect sizes supporting distinct processing mechanisms. These findings advance hedonic technology stickiness theory by showing patterns consistent with processing pathways while providing practical guidance for personalized app design strategies.

快乐移动应用的指数级增长需要理解超越传统技术接受框架的用户粘性机制。目前的研究忽略了个体差异，特别是性别和使用频率，如何在享乐环境中产生不同的处理途径。本研究使用多组结构方程模型对2149名参与者的6个用户群体（性别×使用频率组合）进行了差异粘性机制研究。利用享乐动机系统采用模型、审美体验理论和双路径加工概念，我们开发了一个综合框架来研究享乐应用粘性途径。结果显示了系统的性别相关模式：女性表现出与直接利益-粘性路径一致的关联，而男性则表现出与满意度介导的加工相一致的模式。这些差异在更高的使用水平上表现得更加明显，重度使用的男性表现出最强的满意度-粘性关联，而在低使用的女性中则观察到不显著的满意度效应。多组分析显示，不同用户群体之间的通路存在显著差异，大的效应量支持不同的加工机制。这些发现通过展示与加工路径一致的模式，推进了享乐技术粘性理论，同时为个性化应用设计策略提供了实践指导。

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引用次数: 0

When robots fail: Dual pathways of employee appraisals in hospitality 当机器人失败时：酒店业员工评估的双重途径

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-26 DOI: 10.1016/j.jretconser.2025.104706

Taeshik Gong , Yu-Shan (Sandy) Huang

AI-enabled service technologies are increasingly deployed in hospitality and other customer-facing industries, yet failures of these systems create not only customer dissatisfaction but also significant challenges for employees. This research develops and tests a dual-pathway framework to explain how employees interpret and respond to AI service failures. Drawing on cognitive appraisal theory and the challenge–hindrance framework, we propose that failures are simultaneously appraised as challenges, which foster problem-solving, and as hindrances, which foster cynicism. Across three complementary studies, we provide cumulative evidence for these mechanisms. Study 1 employed a laboratory experiment with hospitality employees (N = 120), who viewed video vignettes of a humanoid robot performing successfully or failing, after which they completed validated scales of challenge and hindrance appraisals. Study 2 used an online scenario experiment with hospitality employees (N = 200), where participants read service failure or success scenarios and responded to multi-item measures of appraisals, problem-solving, and cynicism. Study 3 surveyed frontline hotel employees (N = 262) in East Asia, collecting self-reported data on the frequency and severity of AI service failures and employees' appraisals and behaviors, along with validated measures of technology self-efficacy and job autonomy. Taken together, the findings demonstrate that AI service failures simultaneously stimulate constructive engagement and destructive withdrawal, depending on employees’ appraisals and resources. This study extends service failure research beyond its customer-centric tradition and highlights actionable levers for managing employee responses in AI-mediated service ecosystems.

支持人工智能的服务技术越来越多地应用于酒店和其他面向客户的行业，但这些系统的故障不仅会导致客户不满，还会给员工带来重大挑战。本研究开发并测试了一个双路径框架，以解释员工如何解释和应对人工智能服务故障。根据认知评估理论和挑战-障碍框架，我们提出失败同时被评估为挑战，这有助于解决问题，同时也被评估为障碍，这助长了玩世不恭。通过三项互补研究，我们为这些机制提供了累积证据。研究1采用了对酒店员工（N = 120）的实验室实验，他们观看了人形机器人成功或失败的视频片段，之后他们完成了有效的挑战和障碍评估量表。研究2对酒店员工（N = 200）进行了在线场景实验，参与者阅读服务失败或成功的场景，并对评估、解决问题和愤世嫉俗的多项措施做出反应。研究3调查了东亚地区的一线酒店员工（N = 262），收集了关于人工智能服务失败的频率和严重程度、员工的评估和行为的自我报告数据，以及技术自我效能感和工作自主性的验证措施。综上所述，研究结果表明，人工智能服务失败同时刺激了建设性的参与和破坏性的退出，这取决于员工的评估和资源。本研究将服务失败研究扩展到以客户为中心的传统之外，并强调了在人工智能介导的服务生态系统中管理员工反应的可行杠杆。

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引用次数: 0

Unpacking private labels: How discount, standard, and premium tiers shape national brand loyalty 拆解自有品牌：折扣、标准和高级品牌如何塑造国家品牌忠诚度

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-24 DOI: 10.1016/j.jretconser.2025.104705

Gauthier Casteran , Polymeros Chrysochou

This study examines how the structure of the private label brand (PLB) market influences national brand (NB) loyalty. Focusing on distinct PLB tiers - discount, standard, and premium - we provide insights into how these tiers, individually and collectively, affect NB loyalty. Drawing on consumer panel data from Denmark covering 29 FMCG categories (2006–2022), we analyze how key PLB metrics - price, assortment size, and market share – relate to NB loyalty. The findings demonstrate that treating PLBs collectively yields results that differ markedly from tier-specific analysis, underscoring the unique impact of each tier. This tiered approach reveals that PLB strategies at various levels generate varied competitive outcomes for NBs. The study contributes to branding and retailing research by (i) demonstrating that PLBs are better conceptualized as a tiered rather than a homogeneous structure, (ii) extending cue utilization theory to explain how PLB tier signals influence consumer loyalty, and (iii) providing managerial guidance on how tier-specific PLB strategies can either reinforce or erode NB loyalty.

本研究探讨自有品牌（PLB）市场结构如何影响国家品牌（NB）忠诚度。我们将重点关注不同的PLB等级——折扣、标准和优质——我们提供了这些等级是如何单独和共同影响NB忠诚度的见解。根据丹麦29个快速消费品类别（2006-2022年）的消费者面板数据，我们分析了关键的快速消费品指标——价格、分类规模和市场份额——与NB忠诚度的关系。研究结果表明，对公共卫生部门进行集体处理所产生的结果与针对特定部门的分析明显不同，强调了每个部门的独特影响。这种分层的方法揭示了不同层次的公共事业战略对国家银行产生不同的竞争结果。该研究通过以下方式对品牌和零售研究做出了贡献：(i)证明了PLB是一个分层而不是同质结构的更好概念，（ii）扩展了线索利用理论，以解释PLB分层信号如何影响消费者忠诚度，以及（iii）为针对分层的PLB策略如何加强或削弱NB忠诚度提供了管理指导。

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引用次数: 0

Integrating customer actions into aspect-based service quality evaluation: A text mining framework 将客户行为集成到基于方面的服务质量评估中：一个文本挖掘框架

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-23 DOI: 10.1016/j.jretconser.2025.104692

Minjun Kim , Kyuho Maeng , Do-Hyeon Ryu

Although evaluating the service quality is crucial, conventional methods often fail to produce effective strategies. Existing text mining research typically analyzes in isolation critical service aspects (the ‘what’), or associated customer actions (the ‘how’). Consequently, they failed to connect the identified problems to specific prioritized solutions. Therefore, this study developed and validated a novel action-oriented methodology for deriving prioritized improvement strategies. The methodology consists of three stages: (1) using transformer-based topic modeling to extract critical service aspects, (2) estimating the importance of each aspect for customer satisfaction through an interpretable AI model, and (3) calculating a priority score for each aspect-action pair to create a data-driven ranking of improvement targets. An analysis of 231,705 online reviews of Roblox metaverse services demonstrated the effectiveness of the framework. This approach empowers managers to move beyond generic feedback and strategically allocate resources to the most critical aspect-action pairs, ensuring that service enhancements are more tangible and impactful.

虽然评估服务质量是至关重要的，传统的方法往往不能产生有效的策略。现有的文本挖掘研究通常孤立地分析关键的服务方面（“什么”），或相关的客户行为（“如何”）。因此，他们未能将已确定的问题与具体的优先解决方案联系起来。因此，本研究开发并验证了一种新的以行动为导向的方法，用于确定优先改进策略。该方法包括三个阶段：(1)使用基于变压器的主题建模来提取关键服务方面，(2)通过可解释的AI模型估计每个方面对客户满意度的重要性，以及(3)计算每个方面-行动对的优先级分数，以创建数据驱动的改进目标排名。对231705条Roblox虚拟世界服务在线评论的分析证明了该框架的有效性。这种方法使管理人员能够超越一般的反馈，并战略性地将资源分配给最关键的方面-操作对，从而确保服务增强更加切实和有效。

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引用次数: 0

Can AI streamers drive purchases in food delivery E-commerce live streaming? Evidence from an O2O platform 人工智能主播能否推动外卖电商直播的购买？来自O2O平台的证据

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-22 DOI: 10.1016/j.jretconser.2025.104683

Yuzhou Chen , Yulin Zhang , Haowen Fan , Yiting Guo

AI-enabled e-commerce live broadcast marketing has become a reality. This study explores the role of AI streamers in driving consumer purchases within the food delivery live-streaming sector. Using real-time behavioral data from the Meituan platform—a leading O2O food delivery service—we find that AI streamers significantly enhance live-stream performance by increasing the rate of purchase compared to human streamers. To uncover the mechanistic pathways through which AI streamers influence consumer behavior, we examine the moderating roles of linguistic emotionality and vocal dynamism. Results indicate that the positive impact of AI streamers on purchases is amplified when their language contains higher levels of emotional expressiveness and when their vocal delivery demonstrates greater variability in loudness. Additionally, while complex language styles tend to inhibit purchase behaviors, speech speed and pitch variability are crucial for sustaining consumer engagement. Visual simplicity in the live-stream background also plays a key role in maintaining audience attention. These findings provide actionable guidance for businesses on integrating AI streamers into food delivery live-streaming practices. Specifically, firms can refine the linguistic and vocal strategies of AI streamers to simulate human-like engagement and optimize consumer purchase behaviors. By leveraging these mechanisms, businesses can enhance the effectiveness of AI streamers in food delivery e-commerce, ultimately increasing both consumer engagement and sales performance.

人工智能电商直播营销已经成为现实。本研究探讨了人工智能流媒体在推动外卖直播行业消费者购买方面的作用。通过使用美团平台（一个领先的O2O外卖服务）的实时行为数据，我们发现与真人主播相比，人工智能主播通过提高购买率显著提高了直播性能。为了揭示人工智能流媒体影响消费者行为的机制途径，我们研究了语言情感和声音动态的调节作用。研究结果表明，当人工智能主播的语言包含更高水平的情感表达，当他们的声音表现出更大的响度变化时，他们对购买的积极影响就会被放大。此外，虽然复杂的语言风格往往会抑制购买行为，但语速和音高的可变性对于维持消费者粘性至关重要。直播背景的视觉简洁也在保持观众注意力方面起着关键作用。这些发现为企业将人工智能流媒体融入食品配送直播实践提供了可操作的指导。具体来说，公司可以改进人工智能主播的语言和声音策略，以模拟类似人类的互动，优化消费者的购买行为。通过利用这些机制，企业可以提高人工智能流媒体在食品配送电子商务中的有效性，最终提高消费者参与度和销售业绩。

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引用次数: 0

Collaborative filtering or content-based recommendation? The effects of digital platform recommendation type on consumer's intention 协同过滤还是基于内容的推荐？数字平台推荐类型对消费者意向的影响

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-22 DOI: 10.1016/j.jretconser.2025.104694

Feng Li, SiTong Liu, Huanzhang Wang

In the context of digital consumption, consumers often face decision-making difficulties when faced with a massive selection of products on e-commerce platforms, and recommendation systems (collaborative filtering vs. content-based) have become a key tool to alleviate information overload. However, there is still a lack of systematic exploration on how different types of recommendations affect consumer purchase intention and their underlying mechanisms. To fill this gap, this study aims to reveal the psychological mechanisms and applicable boundaries of collaborative filtering recommendation and content-based recommendation in influencing purchase intention. Based on social identity theory, this article constructs a dual mediation moderation model to explain how recommendation systems influence consumer decision-making by activating different levels of self-identity. Through experimental research, it was found that collaborative filtering recommendation indirectly promotes purchase intention by enhancing social self-identity, while content-based recommendation indirectly promotes purchase intention by enhancing individual self-identity. Further research reveals that product type (hedonic vs. utilitarian) plays a regulatory role in this process: for hedonic products, their social display value highly aligns with group identity needs, leading to a more significant promotion of social self-identity through collaborative filtering recommendations; for utilitarian products, their practical attributes rely more on individual rational evaluation, which leads to a stronger drive for individual self-identity based on content-based recommendations. This study theoretically reveals the self-identification mechanism of the influence of recommendation systems on consumer decisions, and provides a matching framework based on product characteristics for algorithm selection in practice, thereby optimizing the conversion efficiency of recommendation systems.

在数字消费的背景下，消费者在面对电子商务平台上大量的产品选择时，往往会面临决策困难，而推荐系统（协同过滤vs基于内容）已经成为缓解信息过载的关键工具。然而，对于不同类型的推荐如何影响消费者的购买意愿及其潜在机制，目前还缺乏系统的探索。为了填补这一空白，本研究旨在揭示协同过滤推荐和基于内容的推荐在影响购买意愿方面的心理机制和适用边界。本文基于社会认同理论，构建了一个双重中介调节模型来解释推荐系统如何通过激活不同层次的自我认同来影响消费者决策。通过实验研究发现，协同过滤推荐通过增强社会自我认同间接促进购买意愿，而基于内容的推荐通过增强个体自我认同间接促进购买意愿。进一步研究发现，产品类型（享乐主义vs功利主义）在这一过程中起调节作用：享乐主义产品的社会展示价值与群体认同需求高度一致，通过协同过滤推荐对社会自我认同的促进作用更显著；对于功利性产品，其实用属性更多依赖于个体的理性评价，从而导致基于内容推荐的个体自我认同驱动更强。本研究从理论上揭示了推荐系统对消费者决策影响的自我识别机制，并在实践中为算法选择提供了基于产品特征的匹配框架，从而优化了推荐系统的转换效率。

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引用次数: 0

The interaction effect of virtual streamer anthropomorphism and price expectation discrepancy on purchase intention: The mediating role of inferred intentions 虚拟流媒体拟人化与价格预期差异对购买意愿的交互影响：推断意图的中介作用

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-21 DOI: 10.1016/j.jretconser.2025.104684

Ji Li , Yuanhui Li , Xuan Wang

With the advancement of artificial intelligence (AI), virtual streamers have gained widespread adoption, as they are inexpensive and can mitigate public relations risks. However, they also face challenges such as a lack of emotional resonance and insufficient trust. Some existing research suggests that high anthropomorphism enhances trust and purchase intention, whereas other studies indicate it may trigger negative attitudes. This divergence is primarily due to the insufficient attention to transactional context—the price expectation discrepancy (PED). This study examines how anthropomorphism (high vs. low) and PED (price higher vs. lower than expected) influence consumer purchase intention. Three online experiments reveal a significant interaction effect between anthropomorphism of virtual streamers and PED on purchase intention. When prices are lower than expected, high anthropomorphism streamers enhance purchase intention more than virtual streamers with low anthropomorphism. When prices exceed expectations, high-anthropomorphism avatars reduce purchase intention more significantly than low-anthropomorphism ones. Inferred intentions mediate this effect: virtual streamers with high anthropomorphism evoke benevolent intent perceptions at low prices and selfish intent perceptions at high prices; virtual streamers with low anthropomorphism weaken such intent-based inferences. Moreover, AI literacy weakens this mediation pathway, indicating a moderated mediation process. This study provides the first systematic evidence that PED conditions the effects of anthropomorphism in livestream commerce, theoretically extending the concept of expectation discrepancy and social information processing to human–computer interactions and refining individual differences via AI literacy. Managerially, the findings guide the alignment of anthropomorphism with pricing strategies in the live streaming e-commerce industry.

随着人工智能（AI）的发展，虚拟主播已经得到了广泛的采用，因为它们价格低廉，可以减轻公共关系风险。然而，他们也面临着诸如缺乏情感共鸣和信任不足等挑战。一些现有的研究表明，高度拟人化可以增强信任和购买意愿，而另一些研究表明，拟人化可能会引发负面态度。这种分歧主要是由于对交易环境-价格预期差异（PED）的关注不足。本研究探讨拟人化（高与低）和PED（价格高于与低于预期）如何影响消费者的购买意愿。三个在线实验揭示了虚拟主播的拟人化与PED对购买意愿的交互作用。当价格低于预期时，高拟人化的流媒体比低拟人化的虚拟流媒体更能增强购买意愿。当价格超过预期时，高拟人化头像比低拟人化头像更显著地降低了购买意愿。推断意图介导了这一效应：具有高度拟人化的虚拟流媒体在低价时唤起善意的意图感知，高价时唤起自私的意图感知；具有低拟人化的虚拟流媒体削弱了这种基于意图的推断。此外，人工智能素养削弱了这一中介途径，表明中介过程受到了调节。本研究首次提供了系统证据，证明PED限制了直播商业中拟人化的影响，从理论上将期望差异和社会信息处理的概念扩展到人机交互，并通过人工智能素养提炼个体差异。在管理上，研究结果指导了直播电子商务行业拟人化与定价策略的一致性。

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引用次数: 0

Psychological pathways from fake reviews to consumer switching in e-tailing: a cross-cultural analysis 从虚假评论到网上零售消费者转换的心理路径：跨文化分析

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services

Pub Date : 2025-12-20 DOI: 10.1016/j.jretconser.2025.104700

Thac Dang-Van , Linh T.M. Doan , Quintessa Huynh

Fake online reviews have become a threat to responsible retail consumption because they distort how consumers evaluate and switch from this brand to another. This study examines the psychological pathways through this process and compares such behaviour across China and Vietnam. Backed by the Stimulus-Organism-Response theory, the model treats consumer distrust, cognitive dissonance and negative affectivity as mediators that connect exposure to fake reviews with subsequent switching behaviour. Survey data from 329 Chinese and 234 Vietnamese online shoppers were analysed using partial least squares structural equation modelling with multi-group analysis. Results show that fake reviews directly and indirectly increase switching intentions. The direct effect is stronger among Vietnamese consumers, whereas the distrust and dissonance pathways are more pronounced among Chinese consumers. Negative affectivity is the most powerful mediator overall but does not differ by culture. These findings indicate that Chinese consumers tend to process fake reviews through stronger distrust and dissonance pathways, whereas Vietnamese consumers exhibit a more direct switching response. For cross-border e-commerce, retailers should emphasise trust restoration and expectation alignment in China and rapid transparency in Vietnam. The study contributes to the fake review literature by validating a multi-pathway cross-cultural model that integrates psychological and cultural mechanisms shaping consumer switching in e-tailing.

虚假的网上评论已经对负责任的零售消费构成了威胁，因为它们扭曲了消费者对这个品牌的评价，并使他们从一个品牌转向另一个品牌。本研究考察了这一过程中的心理途径，并比较了中国和越南的这种行为。在刺激-有机体-反应理论的支持下，该模型将消费者不信任、认知失调和负面情感视为将虚假评论与随后的转换行为联系起来的中介。使用偏最小二乘结构方程模型和多组分析分析了来自329名中国和234名越南在线购物者的调查数据。结果表明，虚假评论直接和间接地增加了用户的转换意图。越南消费者的直接影响更强，而中国消费者的不信任和不和谐途径更为明显。总体而言，消极情绪是最强大的中介，但在文化中没有差异。这些发现表明，中国消费者倾向于通过更强的不信任和不和谐途径来处理虚假评论，而越南消费者则表现出更直接的转换反应。对于跨境电子商务，零售商应强调在中国恢复信任和期望一致，在越南则应强调快速透明。本研究通过验证一个整合了影响电子零售消费者转换的心理和文化机制的多路径跨文化模型，为虚假评论文献做出了贡献。

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引用次数: 0