基于开放式在线评论的消费者决策机制与商家营销策略研究

E-commerce has become an important growth point of national economy. The overwhelming majority of online consumers take open online reviews as the most important reference information in decision-making process. Although there are increasing studies on online reviews, researchers are still facing two reality challenges for consumer decision mechanism. One is information overload caused by overwhelming information, and the other is information insufficiency caused by review manipulation. Hence, gaps exist among research consumer decision mechanism research, resulting in the bias of the enterprise marketing strategies based on online reviews. This project focuses on the antecedents and underlying mechanism of consumer decision making, and further studies on enterprise marketing strategies based on online reviews. More specifically, this project investigates: (1)the mechanism and decision model of consumer decision making;(2)the factors influencing consumers’ decision threshold and the relationship between the heterogeneity of online review and consumer decision mechanism;(3)the impacts of enterprise management feedback to different types of online reviews on product sales, as well as the moderating effect of the characteristics of management feedback on product sales;(4)enterprise goal pursuit behavior to reputation grade and marketing strategies accordingly. This project is expected to fill the gaps of empirical research on consumer decision mechanism in E-commerce, and extend the existing literature on online reviews and consumer behavior. Furthermore, it will provide theoretical and methodological supports for the academic and business communities to better understand online consumer decision mechanism and enterprise marketing strategies based on online reviews.

开放式在线评论已成为消费者购买决策的重要参考信息，尽管相关学术研究和应用实践成果丰富，但未考虑当前数据爆炸引起的信息过载和由卖家操纵等原因造成的有价值信息不足给消费者决策带来的现实挑战，导致商家针对在线评论的营销策略难免存在偏误。本课题拟利用电商平台真实数据与行为实验数据，采用计量经济学建模、文本分析以及人工图片识别等方法，研究基于开放式在线评论的消费者决策机制及商家针对在线评论的营销策略：(1)消费者决策作用机制及模型，并估计消费者整体对商家信用等级的心理阈值分布；(2)消费者决策心理阈值的影响因素及在线评论异质性对消费者决策机制的影响；(3)针对不同形式评论的企业反馈及其特征对销量的影响；(4)商家目标追求行为规律及营销策略。研究成果将弥补电商消费者决策机制实证研究的盲点，丰富在线评论和消费者行为等相关理论，为学术界和企业界深入解读消费者决策机制并探讨营销策略提供基础理论和方法支持。

在新时期电子商务市场信息过载的背景下，消费者感知风险高并面临严重的选择过载，亟需采用适合的决策规则快速简化决策过程。因此商家采用传统的不考虑消费者决策规则而做出的针对在线评论的营销策略难免存在偏误。本课题综合考虑消费者的补偿性决策规则和非补偿性决策规则，研究基于开放式在线评论的消费者决策机制及商家针对在线评论的营销策略。具体地，建立体现不同消费者决策规则的研究模型，通过实证分析研究基于在线评论机制的消费者决策规则的选用；研究不同形式在线评论对消费者决策的影响；分析针对不同形式的企业管理反馈对消费者决策的影响；构建反映企业信用得分距离晋级目标的差距与卖家营销努力程度之间关系的动态模型，通过实证研究揭示企业的目标追求行为。目前取得的主要研究成果包括：1)探讨了消费者感知风险和选择过载的影响机制，建立了反映消费者决策规则的实证模型，揭示了高感知风险的消费者进行购买决策时会采用基于信用等级的非补偿性决策规则来简化决策过程。2)消费者进行非补偿性决策时对卖家信用等级的心理阈值与商品价格均值有一定的正向相关性，且比较了异质性评论对消费者决策的影响。3)当商家针对在线评论的管理反馈是定制化时，其对评论有用性有显著的正向影响；但其为标准化时，对评论有用性不存在显著影响。4)当商家的信用得分越接近晋级目标时，其店铺商品的平均价格越低；相比于低价/主营商品，高价/周边商品降价幅度更大，同时，随着商家对信用等级目标的追求，消费者满意度随之下降，验证了目标追求与目标抑制同时存在。研究结论对消费者决策机制理论、目标追求理论、在线评论等领域做出贡献，为学术界和企业界深入解读消费者决策机制并探讨营销策略提供基础理论和方法支持。