在线评论与消费者退货意向：认知失调的多重中介效应分析

魏娟

doi:10.13266/j.issn.2095-5472.2021.003

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知识管理论坛 ›› 2021, Vol. 6 ›› Issue (1) : 24-36. DOI: 10.13266/j.issn.2095-5472.2021.003

学术探索

在线评论与消费者退货意向：认知失调的多重中介效应分析

魏娟

作者信息 +

Online Reviews and Consumer Return Intention: Multiple Mediating Effects of Cognitive Dissonance

Wei Juan

Author information +

文章历史 +

摘要

[目的/意义] 在线评论是消费者决策的重要参考依据，不仅可以提高产品的销售量，而且可以降低退货率。探索在线评论和消费者退货意向之间的关系，有助于进一步挖掘在线评论的价值。[方法/过程] 本研究运用SOR（刺激-机体-反应）和认知失调理论，构建消费者退货意向的概念模型。采用结构方程和Bootstrap中介检验以及调节检验，探讨在线评论对消费者退货意向的作用机制，并检验认知失调的多重中介作用及产品涉入度的调节效应。[结果/结论] 研究表明：较少的、低质量或低可信的在线评论通过产品失调和情绪失调正向影响退货意向，且情绪失调的中介效应大于产品失调的中介效应，产品失调和情绪失调的总中介效应大于在线评论对退货意向的直接效应，而产品涉入度对中介路径没有显著的调节作用。

Abstract

[Purpose/significance] Online reviews play an important role on decision-making for consumers, which not only boost sales but also reduce the probability of product returns. Exploring the effect of online reviews on consumers' return intention will help to find the value of online reviews. [Method/process] In this paper, a conceptual model between online reviews and consumers' return intention was proposed based on SOR and cognitive dissonance theory. We explored the impact of online reviews on return intention using structural equation modeling and tested the multiple mediating effects of cognitive dissonance and moderating effects of product involvement by bootstrap. [Result/conclusion] The results show that the few, low quality or low reliability online reviews have significant positive effects on return intention. The emotion dissonance and product dissonance play a parallel and serial mediating role between online reviews and return intention, the mediating effect of emotion dissonance is greater than product dissonance does. But the product involvement has no significant moderating effect on mediation path.

导出引用

魏娟. 在线评论与消费者退货意向：认知失调的多重中介效应分析[J]. 知识管理论坛. 2021, 6(1): 24-36 https://doi.org/10.13266/j.issn.2095-5472.2021.003

Wei Juan. Online Reviews and Consumer Return Intention: Multiple Mediating Effects of Cognitive Dissonance[J]. Knowledge Management Forum. 2021, 6(1): 24-36 https://doi.org/10.13266/j.issn.2095-5472.2021.003

中图分类号： G203; F713.36

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