社会与工程心理学研究室知识库

由于市场中信息的不对称性，消费者很难了解到商品的实际质量，因此消费者会通过搜索信息降低不确定性。随着信息日益膨胀，口碑数量逐渐增多，消费者搜索信息的时间成本日益增加，影响消费者感知收益，因此帮助顾客甄别信息，提供给顾客有用的信息是非常必要的。

重复购买信息是网络口碑中普遍存在的一类信息，重复购买行为的出现说明顾客在过往的购买经历中得到了正强化。本研究基于观察学习理论，探讨网络口碑中的重复购买信息对消费者购买决策的影响及影响机制，以及产品类型在此关系中的调节作用。

本研究包含三个正式研究:研究一选择餐厅作为实验材料，采用单因素的被试间设计，采用情境模拟的方法，232名被试参加实验，探讨网络口碑中的重复购买信息与消费者购买意向的关系。结果发现，消费者阅读包含重复购买信息的口碑时，购买意向更强;研究二中通过对246名被试进行分析，探讨网络口碑中的重复购买信息、口碑的感知有用性、品牌感知价值、消费者购买意向的关系，结果发现，当消费者阅读包含重复购买信息的网络口碑时，感知到网络口碑的有用性更高，品牌感知价值更高，购买意向更高，口碑的感知有用性、品牌的感知价值在网络口碑中的重复购买信息对消费者购买意向的影响中存在中介作用;研究三选择牙膏作为实用型产品、巧克力作为享乐型产品，采用2(有重复购买信息vs.无重复购买信息)x2(产品类型:享乐型产品vs.实用型产品)的被试间设计，177名被试参加实验，验证了研究一、二结果的稳定性，并探究了产品类型的影响，结果发现产品类型调节网络口碑中的重复购买信息对消费者购买意向及口碑的感知有用性，对于实用型产品，网络口碑中的重复购买信息对于消费者口碑的感知有用性、购买意向的影响是显著的，对于享乐型产品，网络口碑中的重复购买信息对于消费者口碑的感知有用性、购买意向的影响是不显著的。

本研究发现网络口碑中重复购买信息通过口碑感知有用性、品牌感知价值影响消费者的购买意向，这种影响会因产品类型的不同而存在差异。

Due to the asymmetry of information in the market, it is difficult for consumers to understand the actual quality of goods. Therefore, consumers need to reduce uncertainty by searching for information. With the expanding of information, consumers need to spend more time searching for information, influencing consumers' perceived revenue. Therefore, it is necessary to help customers identify information and provide useful information.

Repeated purchase information is a kind of information that is common in word of mouth. The appearance of repeated purchase behavior indicates that customers have been positively strengthened in their past purchase experience. This study is based on observational learning theory, exploring the impact of repeated purchase information on consumer purchase decisions and the role of product types in this relationship.

Three experiments were conducted in our study. Study 1 selected restaurant as experimental material, 232 participants participated in the experiment, using situational simulation method to explore the relationship between repeated purchase information in word of mouth and purchase intention. There were 242 participants in Study 2. Study 2 aimed to explore the relationship between repeated purchase information in word of mouth, perceived usefulness of word of mouth, perceived value of brand and purchase intention. The results showed that when consumers read the word of mouth containing repeated purchase information, they perceived that the word of mouth was more useful, perceived value of brand was higher, purchase intention was higher. Perceived usefulness of word of mouth, perceived value of the brand mediated the impact of repeated purchase information on word of mouth. Study 3 selected toothpaste as a utilitarian product, chocolate as a hedonic product. Study 3 adopted 2 (with repeated purchase information vs. without repeated purchase information) X 2 (product type: hedonic product vs. utilitarian product), 177 participants participated in the experiment. Study 3 aimed to verify the stability of the results of the study and explore the impact of product types. Product types moderated the impact of repeated purchase information on perceived usefulness of word of mouth and purchase intention. For utilitarian products, repeated purchase information had significant influence on perceived usefulness of reviews and purchase intention. For utilitarian products, the influences of repeated purchase information on perceived usefulness of reviews and purchase intention were not significant.

This study finds that repeated purchase information in word of mouth can affect consumers' purchase intention through perceived usefulness of word of mouth and perceived value of brand. This effect varies from product types. This study can provide some guidances for marketers to conduct the management of word of mouth.