经济与管理研究2016，Vol.37Issue(6)：122-129,8.DOI:10.13502/j.cnki.issn1000-7636.2016.06.016
移动购物评价对消费者购买意愿影响的实验研究
An Experimental Study on the Effects of Mobile Shopping Reviews on Consumer Purchasing Intention
摘要
Abstract
Based on the theory of need for cognition,the ELM theory,online scenario simulation experiment is applied to study the effects of degree of need for cognition,quality of mobile online reviews and quantity of mobile online reviews on consumer's purchasing intention.The results show that:(1 )when the sum of reviews is small,quality of mobile online reviews has a significant impact on consumer purchasing intention,while quantity of mobile online reviews has no impact on consumer's purchasing intention;(2)when the sum of reviews is small,quality of mobile online reviews and degree of need for cognition have significant effect on consumer purchasing intention;(3 )when the sum of reviews is large,both quality quantity of mobile online reviews have significant impacts on consumer purchasing intention;(4)when the sum of reviews is large,consumers with low need for cognition are affected by the quantity rather than the quality of reviews,but consumers with high need for cognition are affected by the quality rather than the quantity of reviews.Based on the results above,the article offers some relevant proposals for mobile shopping reviews management in perspective of online retailers.关键词
手机网购/评价数目/评价质量/认知需求/购买意愿Key words
mobile shopping/quantity of reviews/quality of reviews/need for cognition/purchasing intention分类
管理科学引用本文复制引用
陈晓红,曾平..移动购物评价对消费者购买意愿影响的实验研究[J].经济与管理研究,2016,37(6):122-129,8.基金项目
国家自然科学基金重大国际合作项目“基于行为的电子商务研究” （）
