多元化在线评论网站对在线冲动购买的促进作用:价格离散的调节作用

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-01-02 DOI:10.1080/15332861.2020.1868227

Chun-Der Chen, Edward C. S. Ku

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引用次数: 13

摘要

冲动网购越来越受到人们的关注。本研究发现，网络评论的某些特征导致消费者在网上冲动购买。本研究使用三个构念来研究冲动网购的诱因，即在线评论的感知愉悦度、评论者声誉和产品展示的生动性。我们还研究了感知价格分散(PPD)对冲动性在线购买的调节作用，使用分层抽样，419名受访者参与。在各种在线评论网站上，信誉良好的评论者通过生动的产品评论，全面地告知消费者产品，增加了消费者对同类产品的吸引力。此外，PPD触发冲动购买的有效性取决于消费者对产品评论的信任(对于相同价值的产品)。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Diversified Online Review Websites as Accelerators for Online Impulsive Buying: The Moderating Effect of Price Dispersion

Abstract Impulsive online buying is receiving more attention. This study finds that certain characteristics of online reviews lead consumers to buy impulsively online. Three constructs are used to investigate the inducements to engage in impulsive online buying, namely perceived enjoyableness of online reviews, reviewer reputation, and vividness of product presentation. We also examine the moderating effect of perceived price dispersion (PPD) on impulsive online buying using stratified sampling, with 419 respondents participating. Reputable reviewers in diversified online review websites increase consumer attraction to similar products through vivid product reviews that comprehensively inform consumers about products. Moreover, the effectiveness of PPD to trigger impulsive purchases depends on consumer trust in product reviews (for products of the same value).

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.