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A Study On The Influence Of Abstraction Of Online Comment On Change Of Consumers' Attitudinal Ambivalence

Posted on:2018-10-26Degree:MasterType:Thesis
Country:ChinaCandidate:S Q LiuFull Text:PDF
GTID:2359330542988297Subject:Marketing
Abstract/Summary:PDF Full Text Request
The attitudinal ambivalence is particularly common in consumption situation.Consumers' attitudes towards products are usually both positive and negative,such as they found the ultra-low prices of group purchase product,but the would also worry that quality of the product is difficult attitudinal ambivalence to guarantee.Existing research shows that attitudinal ambivalence will have an impact on people's behavior.After dealing with the information needed for purchasing product consumers' ultimate attitudinal ambivalence will form,the lower the ultimate attitudinal ambivalence is,the more likely consumers' purchase intention will produce.How to reduce the attitudinal ambivalence of consumers is worthy of attention of consumer psychological study.Online reviews are information about the concrete products or services that are published on the network by consumers with different characteristics,so online reviews are more objective and independent than other information.Online reviews,consumer's main referenced shopping information under current background,has a great impact on consumers' attitude.Therefore,the study of the influence of online review on consumers' attitudinal ambivalence is particularly important.For the same content of online reviews,because of individual differences the degree of abstraction of information transmitted is also different.In the past,scholars pay more attention to the characteristics of online review,such as rank,length,quantity,subjectivity and objectivity,and few scholars pay attention to the influence of information's ion on consumers' attitude.This paper analyzes the influence of abstraction information of online review on the consumers' attitudinal ambivalence,and tests the mediating effect of information persuasion in this influence.In addition,this article takes the initial attitudinal ambivalence as the adjustment variable,studies the differences in the change of attitudinal ambivalence and perceived persuasion of the information of consumers with different initial attitudinal ambivalence after being exposed to informations with different level of abstraction.The experiment utilized a two-factor inter-group design with 2(high initial attitudinal ambivalence,low initial attitudinal ambivalence)× 2(abstract online review,concrete online review).The results show that positive online-review has a negative effect on consumer attitudinal ambivalence.In the face of different levels of abstract online-reviews,consumers perceive different degree if persuasion.The more concrete the online-review is,the more convincing the information perceived by consumer is,indicating that the concrete online review is easier to convince the consumer.Different levels of abstraction of the online-review reduce consumer attitudinal ambivalence at different degrees.The greater the concreteity of online-review is,the greater the reduction in consumer attitudinal ambivalence.Meanwhile,the stronger the persuasion of information is,the more attitudinal ambivalence reduced.The initial attitudinal ambivalence has a regulatory effect on two influencing process above.Consumers with high initial attitudinal ambivalence believed that compared to the abstract online-reviews concrete online-reviews are more convincing,consumers with low initial attitudinal ambivalence believed that compared to the concrete online-reviews abstract online-reviews are more convincing.The initial attitudinal ambivalence also has the same regulatory effect on the impact process of ion of online-review on the change of consumers' attitudinal ambivalence.Consumers with higher initial attitudinal ambivalence are more likely to reduce their attitudinal ambivalence when facing concrete online-review than facing online-review;consumers with low initial attitudinal ambivalence are more likely to reduce their attitudinal ambivalence when facing abstract online-review than facing concrete online-review.This essay taked the information abstraction as the starting point to study the persuasiveness of online-review and its influence,which enriched the research of information feature of online-review in the field of consumer psychology,and explores the path of influence on consumers' attitudinal ambivalence.The essay utilized information persuasion as the intermediary variables to explain the impact of characteristics of online-reviews on the change of consumers' attitudinal ambivalence which filled the gap of explaination of the change of consumers'attitudinal ambivalence;In addition,this essay expanded the study on the influence of external information on the change of consumers' attitudinal ambivalence in the background of big data,and explores the differences in the processing path to outside information of ambivalent consumers from the perspective of abstract information characteristics.The limitation of this essay is that it only discussed the impact of the ion of positive online-reviews on consumers' attitudinal ambivalence.Positive reviews and negative online-reviews have different impact on consumers.Future research can further explore the influence of abstraction of negative online-review on consumers' attitudinal ambivalence,and study whether the initial attitudinal ambivalence has an adjustment mechanism in this process.In addition,we can further expand the impact of the abstraction of the mixed online review set with both positive and negative online reviews on consumers' attitudinal ambivalence to develop the research in this field.
Keywords/Search Tags:Abstraction, Attitudinal Ambivalence, Information Persuasion, Elaboration Likelihood Model
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