在线评论对服装购买意愿影响的元分析

刘红文 李晓红 Nurul Hanim Romainoor

摘要： 目前在服装及相关领域在线评论议题研究中，部分在线评论指标要素的研究结论存在差异，鲜有研究进行系统检验。为了对该部分争议性的在线评论指标要素的研究结论进行客观判断，回应现实研究的困境，文章选择元分析法，对国内外2004—2019年发表的54篇文献中涉及的七组变量关系、共48 029个样本进行集成检验。发现除消费者专业性的影响效果不显著外，消费者信任倾向、评论者资信度、评论者的情感倾向性、在线评论质量、在线评论数量、在线评论时效性与消费者购买意愿均具有正向显著相关，且效果量均具有中度及以上程度。最后通过次群体分析发现，评论者资信度、在线评论质量、在线评论数量与消费者购买意愿的关系受文化背景的调节和影响，所得结论可为平台及企业优化服务、后续理论深化研究提供参考。

关键词： 元分析;在线评论来源特征;在线评论信息特征;在线评论接收者特征;购买意愿

中图分类号： TS941.1

文献标志码： A

文章编号： 10017003（2021）01005913

引用页码： 011110

DOI： 10.3969/j.issn.1001-7003.2021.01.010（篇序）

Meta-analysis of the influence of online reviews on clothing purchase intention

LIU Hongwen1， LI Xiaohong2， Nurul Hanim Romainoor1

（1.School of the Arts， Universiti Sains Malaysia， Penang 11800， Malaysia; 2.School of Arts， Tiangong University， Tianjian 300387， China）

Abstract：

At present， in the research of online review topics in clothing and related fields， the research conclusions of some online review indicators are different， and few studies involve systematic tests. To make an objective judgment on the research conclusions of some controversial online review indicators， and to respond to the dilemma of real research， the Meta-analysis method was selected to carry out integration test of seven groups of variable relations and a total of 48 029 samples involved in 54 pieces of literature published in 2004-2019. It is found that in addition to the insignificant effect of consumer professionalism， consumer trust tendencies， reviewers credibility， reviewers emotional tendencies， online review quality， number of online reviews， timeliness of online reviews， and consumer purchase intentions have significantly positive correlation， and the amount of effect is moderate or above. Finally， through sub-group analysis， it is found that the relationship among the credibility of reviewers， the quality of online reviews， the number of online reviews and consumer purchase intentions is regulated and influenced by cultural background. The conclusions obtained can provide references for platform and enterprise optimization services and follow-up theoretical in-depth research.

Key words：

Meta-analysis; characteristics of online review sources; characteristics of online review information; characteristics of online review receivers; purchase intention

隨着移动互联网的普及和社群媒体的兴起，在线评论已经成为引导消费者购买行为的重要因素。而服装类商品目前作为网购市场的第一大产品品类，由于线上消费过程中存在产品信息不足、无法试穿与体验，以及夸大宣传等风险[1]，因此通过了解过往购买者对商品所作出的看法与评价，以此增加产品认知，对于潜在消费者降低风险感知、增加购买意向具有尤为重要的意义。……