Research On Peer Conflict In Respond To Online Reviews From Social Commerce Perspective

Online Reviews is an important way of electronic word-of-mouth(eWOM),which allows consumers to exchange product-related information.In academic communities,numerous studies have been conducted to examine the impact of online reviews on purchase decisions.In the era of social commerce and big data,the number of online reviews is growing exponentially.In this case,consumers will be in the dilemma of information overload,which plays a negative role on their information process and purchase decisions.Peer response is considered as a category of online reviews,it refers to the behavior that peer evaluates online reviews and could be a method of information filtering and preprocessing.Therefore,peer response could help consumers alleviate the problem of information overload and accuracy.If peers support the view of online reviews,it will play a positive influence on consumers' attitude to online reviews and enhances their effectiveness in making purchase(or not purchase)decisions.However,when peers disagree with the view of online reviews,consumers will easily fall into choice phobia disorder because of ambivalence.How to deal with conflicting response and alleviating the disorder while consumers make purchase decisions?In view of above questions,peer conflict in respond to online reviews becomes an urgent issue to be studied.Peer conflict in respond to online reviews is taken as this paper's subject,the information processing and purchase decision stages of consumer purchasing process model serve as the overall framework,and theoretical research and empirical research are combined as the method.From the perspective of social commerce,this paper provides an in-depth dimensional analysis of peer conflict in respond to online reviews,and shows how to process conflicting response and make purchase decisions.The main content consists of three parts:First,we conducted a dimensional analysis of response conflict through data from online community and in-depth interviews,which based on Grounded Theory.Social response conflict,product-related response conflict and personal quality-related response conflict were found.Social response conflict means peers doubt about online reviewers' sociality,which reflects their identity and experience.Product-related response conflict is the most common conflict,which means peers disagree with product description by reviewers.Personal quality-related response conflict mainly refers to words and behavior quality.Based on dual trust,we construct the dimensional model of peer conflict in respond to online reviews.Second,on basis of Heuristic-Systematic Model and Information Adoption Theory,we developed and analyzed the conflicting information processing model through experimental design and SEM.This part of study illustrates the distinction of information processing between conflicting responses and general online reviews,which consumers should process both conflicting responses themselves and the comparison with online reviews.The result shows that responder credibility,conflict intensity and argument quality positively affect the perceived usefulness of conflicting responses,meanwhile,responder credibility and conflict intensity also play a positive role on argument quality.In addition,the relationship between conflict intensity and usefulness of conflicting responses will be stronger for consumers at high level of knowledge.However,the moderating role of consumer knowledge between responder credibility and usefulness of conflicting responses is not significant.Third,the role of conflict scenario and consumer ambivalence on attitude-intention consistency were studied in two stages through three different types of conflict scenarios.Consumers usually fall into choice phobia disorder when they are in face of purchasing products,which means their attitude plays a poor role on purchase intention.In the pre-test,our study identified consumers have a higher level of attitude-intention consistency when they are in any conflict scenario,that is,conflict scenario could alleviate choice phobia disorder.In the post test,consumer ambivalence exerts a negative role on attitude-intention consistency in product-related and personal quality-related response conflict scenarios,namely consumers who have a higher level of ambivalence will be more likely to fall into choice phobia disorder.However,this phenomenon is not significant when they face social response conflict scenario.Therefore,social response conflict could dually alleviate choice phobia disorder.