Data Sheet 1_Shopping for others: how does inconsistency in online reviews affect purchase intentions differently?.docx

IntroductionThe product reviews on e-commerce platforms often exhibit inconsistencies in consumer opinions. This raises the question: when consumers purchase products for others, do they place greater importance on inconsistent online reviews? To address this issue, this study explores the impact of online review consistency, social distance, and product type on consumer purchase intentions, based on the theories of psychological distance and construal level. It focuses on examining the moderating roles of social distance and product type in this process.
MethodsA scenario-based experimental design was employed to test the hypotheses, with analysis of variance and simple effects tests used for data analysis. Study 1 utilized a 2 (inconsistency of online reviews: inconsistent/consistent) × 2 (social distance: close/remote) between-subjects design. Study 2 employed a 2 (inconsistency of online reviews: inconsistent/consistent) × 2 (social distance: close/remote) × 2 (product type: experience/search) design. Participants in each group were exposed to different experimental conditions and evaluations to assess the impact of online review consistency, social distance, and product type on consumer purchase intentions.
ResultsThe study finds that inconsistency in online reviews significantly negatively impacts consumers’ purchase intentions, with ambivalent attitudes serving as a mediating factor. Under the influence of social distance matching effects, consumers exhibit lower purchase intentions when purchasing for a distant social relationship (i.e., with a remote social distance) compared to when purchasing for a close social relationship (i.e., with a close social distance), in situations involving inconsistent reviews. However, no significant difference is found in situations with consistent reviews. Product type further moderates the impact of social distance on the effect of online review inconsistency on consumers’ purchase intentions. Specifically, when consumers face inconsistent online reviews and the product recipient is a close relationship, their purchase intention for experience products (vs. search products) is lower. In contrast, when the recipient is a distant relationship, the difference in purchase intention is not significant.
DiscussionThe findings of this study provide support for the mechanism through which online review inconsistency affects consumer purchase intentions, offering a new perspective for future research on the impact of review inconsistency. Additionally, it provides theoretical support for businesses and companies engaged in online marketing on e-commerce platforms.

引言
电子商务平台上的商品评论往往存在消费者意见不一致的情形。这引发了核心研究问题：当消费者为他人代购商品时，是否会更为关注不一致的在线评论？为解答这一问题，本研究基于心理距离（psychological distance）与解释水平（construal level）理论，探讨在线评论一致性、社会距离与商品类型对消费者购买意愿的影响，并重点考察社会距离与商品类型在该过程中的调节作用。

研究方法
本研究采用基于情景的实验设计以检验研究假设，数据分析环节使用方差分析（analysis of variance）与简单效应检验（simple effects tests）。实验1采用2（在线评论一致性：不一致/一致）×2（社会距离：亲近/疏远）的被试间设计（between-subjects design）；实验2则采用2（在线评论一致性：不一致/一致）×2（社会距离：亲近/疏远）×2（商品类型：体验型商品（experience product）/搜索型商品（search product））的被试间设计（between-subjects design）。各组参与者需置身于对应实验情境并完成相关评价，以此评估在线评论一致性、社会距离与商品类型对消费者购买意愿的影响。

研究结果
本研究发现，在线评论不一致会显著负向影响消费者的购买意愿，矛盾态度在此过程中发挥中介作用。在社会距离匹配效应的作用下，当面临不一致评论时，消费者为疏远社会关系对象代购商品的购买意愿显著低于为亲近社会关系对象代购的情况；而在评论一致的情境中则无显著差异。商品类型进一步调节了社会距离对在线评论不一致性影响消费者购买意愿的作用路径。具体而言，当消费者面对不一致的在线评论且商品接收者为亲近关系对象时，其对体验型商品的购买意愿低于搜索型商品；反之，当接收者为疏远关系对象时，二者的购买意愿差异并不显著。

研究讨论
本研究的发现为在线评论不一致性影响消费者购买意愿的作用机制提供了实证支撑，同时为后续关于评论不一致性影响的研究开辟了全新视角。此外，本研究也为在电子商务平台开展线上营销的工商企业提供了理论参考依据。