评论效价和感知不确定性对购买时间受限和折扣搜索商品的影响
Impact of review valence and perceived uncertainty on purchase of time-constrained and discounted search goods
摘要：
越来越多的在线购物者以评论（文本）和销售数据的形式产生了大量的数据。以评级（星级）形式的综合评论已经成为潜在消费者第一眼看到的产品质量和供应商表现的明显指标。消费者受到产品折扣的最后期限搜索的方式，他们可以评估产品和供应商的服务使用一个可理解的基准。考虑到时间压力对消费者的影响，聚合评论（称为评论价）成为产品质量的可行指标。本研究探讨当折扣即将到期时，顾客对新产品的购买决策如何受到过去顾客总评分的影响。我们研究的作用，消费者的态度审查价（RV）起着一个先决条件，消费者的依赖RV在购买决定时间折扣搜索商品。考虑到评论的可信度，诊断性和有效性的决定因素，消费者的态度在一个有时间限制的搜索和购买环境中，我们遵循的接近-回避冲突理论，审查的作用，评价价和感知的不确定性在一个有时间限制的环境。这些数据是通过在线调查收集的，并使用结构方程模型进行分析。这项研究为从业者提供了重要的影响，因为他们可以更好地了解如何审查价可以影响购买决策。实证分析包括两个贡献：1.本研究有助于了解消费者对评论价的态度，当受到决定因素的正面影响时，如何导致对评论价的依赖，进而影响购买决策;时间约束下的购买相关感知不确定性负向调节消费者态度与评论效价依赖之间的关系。
英文摘要：
Increasing online shoppers have generated enormous amount of data in form of reviews (text) and sales data. Aggregate reviews in form of rating (stars) have become noticeable indicators of product quality and vendor performance to prospective consumers at first sight. Consumers subjected to product discount deadlines search for ways in which they could evaluate product and vendor service using a comprehensible benchmark. Considering the effect of time pressure on consumers, aggregate reviews, known as review valence, become a viable indicator of product quality. This study investigates how purchase decisions for new products are affected by past customer aggregate ratings when a soon-to-expire discount is being offered. We examine the role that a consumer's attitude towards review valence (RV) plays as an antecedent to that consumer's reliance on RV in a purchase decision for time-discounted search goods. Considering review credibility, diagnosticity, and effectiveness as determinants of consumer attitude in a time-constrained search and purchase environment, we follow the approach-avoidance conflict theory to examine the role of review valence and perceived uncertainty in a time-constrained environment. The data was collected through an online survey and analyzed using structural equation modelling. This study provides significant implications for practitioners as they can better understand how review valence can influence a purchase decision. Empirical analysis includes two contributions: 1. It helps to understand how consumer attitude toward review valence, when positively influenced by the determinants, can lead to reliance on review valence, further influencing purchase decision; 2. Time constrained purchase-related perceived uncertainty negatively moderates the relationship between consumer attitude and reliance on review valence.
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