随着电商贸易和互联网的快速发展，在线评论的形式也日益多样化，如以文 字与图片相结合的带图片评论和只以文字呈现的纯文字评论已成为在线评论的两 大主要形式。但以往众多学者关于在线评论的研究多集中在纯文字评论领域，对 带图片评论这一重要评论形式的研究却少之又少。 本研究将在线评论按其呈现形式分为带图片评论（包括卖家秀评论和买家秀 评论）与纯文字评论（包括属性价值型评论和单纯推荐型评论），主要研究消费 者在购买不同类型的产品时哪种评论形式对其购买意愿的影响更大。为解决这一 问题，本文的实证研究共分为两部分。第一部分实证研究主要分析当消费者购买 不同类型产品时，带图片评论与纯文字评论对消费者购买意愿的影响是否具有差 异以及其中的影响机制。研究发现，当消费者购买外在型产品时，对带图片评论 的感知有用性和感知可信度显著高于纯文字评论；当消费者购买内在型产品时， 对带图片评论的感知有用性和感知可信度与纯文字评论无显著差异。消费者感知 有用性和感知可信度皆正向作用于消费者购买意愿且能够发挥中介作用。第二部 分实证研究是在第一部分实证研究结论的基础上进行的深入探究，主要进一步对 比分析卖家秀评论与买家秀评论对消费者购买外在型产品的影响，属性价值型文 字评论与单纯推荐型文字评论对消费者购买内在型产品的影响。研究发现，当消 费者购买外在型产品时，对买家秀评论的感知有用性和感知可信度显著高于卖家 秀评论；当消费者购买内在型产品时，对属性价值型文字评论的感知有用性和感 知可信度显著高于单纯推荐型文字评论。更具体的指出了消费者在购买不同类型 产品时受哪种评论形式的影响更大。 本研究除了将在线评论的研究对象从纯文字评论领域延伸至带图片评论领 域，还将带图片评论和纯文字评论进行细分研究，扩展了有关在线评论的研究范 围。本文的研究结论对消费者的评论行为，电商商家的营销管理活动以及电商平 台的评价系统管理都具有一定的指导意义和管理启示。 关键词：在线评论形式；产品类型；感知有用性；感知可信度；购买意愿 III ABSTRACT Withtherapiddevelopmentofe-commerceandtheInternet,theformsofonline reviewshavealsobecomeincreasinglydiversified.Forexample,commentswith picturescombinedwithtextandpicturesandplaintextreviewspresentedonlywithtext havebecomethetwomainformsofonlinereviews.However,inthepast,scholars' researchononlinereviewshasmostlyfocusedonthefieldoftext-onlyreviews,but thereisverylittleresearchonthisimportantformofcommentingwithpictures. Inthisstudy,onlinereviewsaredividedintophotoreviews(includingsellershow reviewsandbuyershowreviews)andplaintextreviews(includingattributevalue reviewsandsimplerecommendationreviews)accordingtotheirpresentationforms. Whichformofreviewhasagreaterinfluenceontheirpurchaseintention.Inorderto solvethisproblem,thisarticlehasconductedtwomainstudies.Thefirstpartofthe studymainlyanalyzeswhetherthereisadifferenceintheimpactofconsumer commentsonpicturesandplaintextreviewswhenconsumersbuydifferenttypesof products,andtheimpactmechanism.Thestudyfoundthatwhenconsumersbuyexternal products,theperceivedusefulnessandperceivedcredibilityofimagereviewsare significantlyhigherthanthoseoftext-onlyreviews;whenconsumersbuyinternal products,theperceivedusefulnessofimagereviewsThereisnosignificantdifference betweentheperceivedcredibilityandplaintextreviews.Consumers'perceived usefulnessandperceivedcredibilitybothpositivelyaffectconsumers'purchase intentionsandcanplayanintermediaryrole.Thesecondpartoftheresearchisan in-depthanalysisbasedontheconclusionsofthefirstpartoftheresearch,further comparingandanalyzingtheimpactofsellershowreviewsandbuyershowreviewson consumers'purchaseofexternalproducts,attributevaluetextreviewsandsimple recommendationtextTheimpactofcommentsonconsumers'purchaseofintrinsic products.Thestudyfoundthatwhenconsumersbuyextrinsicproducts,theperceived usefulnessandperceivedcredibilityofbuyershowreviewsaresignificantlyhigherthan sellershowreviews;whenconsumersbuyintrinsicproducts,theperceptionofattribute valuereviewsTheusefulnessandperceivedcredibilityaresignificantlyhigherthanthe simplerecommendationtypereviews.Morespecifically,itpointsoutwhichformof reviewsconsumersaremoreaffectedbywhenbuyingdifferenttypesofproducts. IV Inadditiontoextendingtheresearchobjectofonlinereviewsfromthefieldof text-onlyreviewstothefieldofreviewswithpictures,thisarticlewillalsocarryout subdivisionstudieswithphotoreviewsandtext-onlyreviews,expandingtheresearch scopeoftheimpactofonlinereviewsonconsumers'willingnesstobuy.Theresearch conclusionsofthispaperhavecertainguidingsignificanceandmanagement implicationsforconsumers'commentbehaviors,marketingmanagementactivitiesof e-commercemerchants,andmanagementoftheevaluationsystemofe-commerce platforms. KEYWORDS:Onlinecommentform;producttype;perceivedusefulness;perceived credibility;purchaseintention V 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究目的及意义.................................................................................................2 1.2.1研究目的...................................................................................................2 1.2.2研究意义...................................................................................................3 1.3研究对象与内容.................................................................................................4 1.3.1研究对象...................................................................................................4 1.3.2研究内容...................................................................................................4 1.4研究方法和技术路线.........................................................................................5 1.4.1研究方法...................................................................................................5 1.4.2技术路线...................................................................................................5 1.5可能的创新点.....................................................................................................6 第二章文献综述与理论模型.........................................................................................8 2.1产品类型相关研究综述.....................................................................................8 2.1.1产品类型的分类.......................................................................................8 2.1.2产品类型作为变量的运用.......................................................................8 2.2在线评论形式相关研究综述.............................................................................9 2.2.1纯文字评论相关综述...............................................................................9 2.2.2带图片评论相关综述.............................................................................10 2.3购买意愿相关研究综述...................................................................................11 2.4解释水平理论...................................................................................................12 2.5刺激有机体反应模型.......................................................................................13 第三章带图片评论与纯文字评论对消费者购买意愿影响研究...............................15 3.1研究目的...........................................................................................................15 3.2研究假设与研究模型.......................................................................................15 3.2.1产品类型与评论形式对消费者感知的影响.........................................15 3.2.2消费者感知与购买意愿的关系.............................................................16 3.2.3研究模型.................................................................................................17 3.3实验设计...........................................................................................................17 3.3.1实验材料.................................................................................................18 3.3.2变量测量.................................................................................................19 3.4实验流程..............................................................