| In recent years,online shopping has become the main mode of consumption,but the disadvantage that comes with it should not to be ignored.The virtual nature of the network makes it difficult for consumers to directly judge the real situation of `online shopping goods,and often take online reviews of other consumers as a reference to make purchase decisions.However,online reviews often lack authenticity and objectivity.If online reviews fail to convey correct product information and can not represent the perception of the majority of consumers,it will increase the risk of consumers' trading,and will also lead to the establishment of a wrong marketing strategy.Therefore,the deviation of consumers' online reviews is worthy of our in-depth discussion and research.The deviation of online reviews mainly comes from three aspects: businesses,websites and consumers.This paper discusses the factors that influence the objectivity of online reviews from the perspective of consumers.Although the impact of cognitive bias on consumer purchasing decisions has been studied,the impact of cognitive bias on consumer reviews has not been explored.This paper explores the impact of consumer cognitive bias(overconfidence and lack of confidence)on the objectivity of consumer reviews.The study makes the case that overconfidence and underconfidence should be treated separately as they trigger different consumption consequences.This study draws on the recent theoretical results of online review in consumer behaviors and uses the latest research results of the overconfidence in the psychology field to construct a model of the impact of consumer cognitive bias on online reviews.At the same time,combing the relevant literature,and designing the survey questionnaire needed for empirical research.159 people's consumption experiments were conducted,and research data were obtained.The method of structural equation model fitting is used to verify the mechanism model.The conclusions obtained are as follows:(1)overconfidence and underconfidence have different effects on involvement,expectation recognition and satisfaction in the process of consumption.Among them, overconfidence has a negative impact on involvement,expectation recognition and satisfaction,and underconfidence has a positive impact on consumer involvement,and negative impact on the degree of expectation and satisfaction.(2)Involvement degree and satisfaction degree play a partial intermediary role in the influence of the objectivity of online reviews.(3)either overconfidence or underconfidence will have a negative impact on the objectivity of consumer reviews,that is,the smaller the consumer's cognitive bias is,the more objectivity is. |
PDF Full Text Request