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论文编号：	14667
作者编号：	2120223671
上传时间：	2024/6/5 19:17:37
中文题目：	体验型消费领域中在线评论对消费者态度的影响研究
英文题目：	A Study on the Impact of Online Review on Consumer Attitudes in the Field of Experiential Consumption
指导老师：	白长虹
中文关键字：	在线评论；体验型消费；叙事传输；社会临场感；消费动机倾向
英文关键字：	Online Review; Experiential Consumption; Narrative Transportation; Social Presence; Consumption Motivation
中文摘要：	随着经济水平持续发展，消费者更加关注消费体验以及消费带来的幸福感。目前，体验型消费已成为一种重要的消费形式，例如酒店、餐饮、旅游等传统体验型消费行业，以及密室逃脱、桌游等新兴体验型消费行业。在体验型消费中，由于其消费过程本身即核心产品，因而使得消费者更依赖于过往消费者提供有关消费体验的信息。因此在体验型消费领域，在线评论的意义变得愈发重要。 已有关于在线评论与消费者态度关系的研究，大多关注评论要素、评论语言风格、评论效价等因素对消费者态度的影响，缺少在体验型消费视角下从评论内容的呈现形式角度出发探讨对消费者态度的影响。除此之外，也较少有研究探讨在线评论中内容维度展现出的规律。由此，本研究尝试探讨体验型消费领域中在线评论呈现形式（列表体vs.叙事体）对消费者态度的影响问题，提出了以叙事传输程度和社会临场感为链式中介、消费动机倾向（任务动机vs.享乐动机）为调节变量的整体理论模型；同时尝试总结评论内容维度规律和评论形式特征。 本研究包括质性研究和量化研究。质性研究采取文本分析法，借助词频分析、BTM主题聚类对消费者在体验型消费中关注的评论内容维度进行规律总结；同时结合文献梳理评论呈现形式的特征。随后开展量化研究，采取实验法验证理论假设。预实验检验自变量区分效果；实验一检验主效应和中介效应，回收214份有效答卷；实验二检验消费动机倾向的调节效应，回收253份有效答卷；实验三补充消费场景并再次验证整体研究模型，回收267份有效答卷。 通过混合式的研究方法，本研究得到结论：（1）在体验型消费领域中，不同细分行业的消费者产出评论时关注的维度均可提炼为服务、产品和以社会价值为主的附加价值三大主题；消费者阅读评论时同样更青睐含3-4个维度的评论；（2）在线评论呈现形式对消费者关于商家的态度有显著影响，即相比于列表体的在线评论，叙事体评论更有助于提升消费者的积极态度；（3）叙事传输程度和社会临场感在评论呈现形式对消费者态度的影响中起链式中介作用；（4）消费动机倾向调节评论形式对消费者态度的影响，即相较于任务动机，在享乐动机下，列表体形式的评论和叙事体形式的评论引发的消费者传输程度差距更大，从而更显著削弱列表体评论对消费者态度的提升作用。 本文结合文献回顾、文本分析和实证实验等方法，验证了在线评论内容对消费者态度的影响及其内部机制，完善了体验型消费、在线评论、叙事传输、社会临场感、消费动机倾向等相关领域的研究；同时也为体验型消费领域的商家关于在线评论的展示策略提供有价值的建议指引，以提升相关评论的口碑影响力，具有一定实践价值。
英文摘要：	With the continuous development of the economy, consumers are gradually focusing on their consumption experience and the happiness it brings. Currently, experiential consumption has become an important form of consumption, encompassing classic experiential industries such as hotels, catering, and tourism, as well as emerging ones like live escape rooms and tabletop games. In experiential consumption, the consumption process itself is the core product, making consumers more reliant on information about real experience provided by past consumers. Therefore, the significance of online reviews has become increasingly significant in the realm of experiential consumption. Existing research on the relationship between online reviews and consumer attitudes has primarily focused on the impact of review elements, review linguistic styles, and review valence on consumer attitudes. However, there is a lack of research exploring the impact of the presentation form of review content from the perspective of experiential consumption. Additionally, few studies have explored the patterns exhibited by the content dimensions in online reviews. Therefore, this study attempts to explore the impact of online review with different formats (list-based reviews vs. narrative-based reviews) on consumer attitudes in the experiential consumption field, proposing that narrative transportation and social presence as mediators in series and consumption motivation (task motivation vs. hedonic motivation) as moderators. At the same time, this study attempts to summarize the distribution patterns of review content and the characteristics of review formats. This study combines qualitative and quantitative research methods. The qualitative research adopts text analysis, utilizing word frequency analysis and BTM topic clustering to summarize the patterns of the content dimensions of consumer reviews focused on in experiential consumption. At the same time, it combines literature review to analyze the characteristics of review presentation forms. The quantitative research adopts experimental methods to validate the research hypotheses. A pre-experiment tests the discriminant validity of the independent variables. Experiment 1 examines the main effect and the mediating effect, collecting 214 valid responses. Experiment 2 tests the moderating effect of consumption motivation tendency, collecting 253 valid responses. Experiment 3 supplements consumption scenarios and re-verifies the overall research model, collecting 267 valid responses. Through a mixed research methodology, this study reaches the following conclusions: (1) In the field of experiential consumption, the dimensions that consumers focus on when writing reviews in different sub-sectors can be summarized into three major themes: service, product, and additional value centered on social value. Consumers also prefer reviews containing 3-4 dimensions when reading them. (2) The presentation form of online reviews has a significant impact on consumers' attitudes towards businesses. That is, narrative-based reviews are more effective in enhancing consumers' positive attitudes compared to list-based reviews. (3) Narrative transportation and social presence play a role of mediators in series in the influence of review presentation forms on consumer attitudes. (4) Consumption motivation moderates the mechanism of how review forms affect consumer attitudes. Under hedonic motivation, list-based reviews tend to result in lower levels of narrative transportation, thereby significantly weakening their positive impact on consumer attitudes compared to narrative-based reviews. This study utilizes methods such as literature review, text analysis, and empirical experiments to verify the impact of online review on consumer attitudes and its internal mechanisms. It contributes to the research in areas related to experiential consumption, online reviews, narrative transportation, social presence, and consumption motivation. Additionally, it also provides valuable practical guidance for businesses in the field of experiential consumption regarding the display strategies for online reviews, aiming to enhance the effectiveness of word-of-mouth of the reviews.
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