Research On The Persuasiveness Of Online Composite Reviews Based On HSM-moderating Effects Of Time Pressure And Consumer Knowledge

In the context of mobile online shopping,online reviews have become an important source of information for potential customers to make decisions.Over time,however,the merchant improper interference caused by the behavior such as information overload and information distortion problem also nots allow to ignore,online reviews on consumer persuasion gradually decline.In order to achieve better word-of-mouth marketing effects,many platforms have introduced additional comment functions based on online comments,but the additional comments provided by commenters are not always consistent with the initial comments(ie: online composite comments)in terms of valence,there may be valence consistency or valence contradiction between different types of word-of-mouth information.So,when do consumers find consistent composite reviews more persuasive and when do they find inconsistent composite reviews more persuasive when making purchasing decisions? How will these consistent or inconsistent online composite comments be integrated and reflected in subsequent attitudes?Through literature review,it is found that previous studies usually focus on initial reviews to explore the influence of factors such as content features and quantitative features on consumer persuasion,while few studies focus on the impact of online composite reviews,and there are two diametrically opposite conclusions in existing studies.: Some studies believe that contradictory composite reviews are more persuasive to consumers,while some studies believe that contradictory composite reviews can inhibit consumers’ online decision-making by stimulating contradictory attitudes.The reason for this controversy is that previous studies have not fully considered the impact of different contextual constraints and individual consumer differences on consumer information processing,including severe time constraints or apparent lack of product/service knowledge in making purchasing decisions.Therefore,this study introduces time pressure and consumer knowledge to try to explain the conflicting problem in the persuasion effect of online composite reviews.In addition,word-of-mouth information evaluation is a complex process.In a complex purchasing environment,consumers will not only rationally analyze online composite comments,but also process them based on emotional heuristics.This study applies the HSM model to the persuasion context of online composite reviews,and proposes a dual-path mechanism of perceived fluency and perceived accuracy,and further analyzes the impact mechanism of the interaction between online composite reviews and time pressure on consumer persuasion.Based on social experience and theoretical analysis,this study constructed a model of the relationship between online composite comments and information persuasion,and proposed three hypotheses on this basis.Based on the theoretical model and research hypothesis,this thesis collected data through online experiments,and used SPSS 24.0 and AMOS 25.0 to conduct independent sample T test,analysis of variance,and Boothstrap analysis on the data to verify the conceptual model and research hypothesis in this thesis.The results show that the interaction between online compound comments and time pressure has a significant impact on consumers’ persuasiveness: in high time pressure situations,consistent compound comments are more persuasive than contradictory compound comments to consumers;Under stressful situations,contradictory compound comments are more persuasive to consumers than consistent compound comments.Perceived fluency and perceived accuracy mediate the effect of the interaction between online composite reviews and time pressure on consumer persuasiveness.In the context of high time pressure,perceived fluency will mediate the effect of additional comments on consumer persuasiveness;Perceived accuracy mediates the impact of online composite reviews on consumer information persuasion under low time pressure situations.Consumer knowledge further moderates the interaction of online composite reviews and time pressure on consumer persuasion.Finally,based on the research results,this thesis further proposes management implications,innovations and future research directions.