Computer-mediated persuasion in online reviews: Statistical versus narrative evidence.

摘要

The current study examined persuasive effects of online reviews about a product considering summary of statistical ratings as a type of statistical evidence and consumer comments as a type of narrative evidence. Study 1 used a (statistical and narrative review) x 2 (negative and positive review) between subject design. Study 2 used a 2 (statistical review valence: positive and negative) x 2 (narrative review valence: positive and negative) between subject design. In both studies, the effects of online reviews were examined on the credibility perception of the reviews, attitudes about a product, and intention to purchase the product. Findings indicated that statistical negative reviews were perceived to be the mort credible. On the other hand, statistical reviews and narrative reviews did not differ in affecting attitudes about the product and intention to purchase the product. Additionally, the current study found that the vividness of individuals' perceptions of each review type and valence had varying effects on review credibility, attitudes about the product, and intention to purchase the product.