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| What Kind of Comments are More Credible? The Influence of Online Comment |
| CUI Dengfeng1, LI Jinxiu11, WANG Haizhong2 |
| 1.School of Economics and Management, Shihezi University
2.School of Management, Sun Yat-sen University |
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Abstract Online comments and their credibility have become an important basis for consumers' online shopping decisions. Previous studies focused on the impact of online comments' own attributes on the credibility of online comments, ignoring the role of consumers' psychological cognition. From the perspective of consumer psychology, combined with crawler data and experimental research, it is found that consumers have higher perceived credibility of attribute reviews of search products and experience reviews of experience products. In addition, psychological simulation plays a mediating role in the influence process of perceived online comment credibility. The attribute comments of the searched goods lead to higher perceived comment credibility through result simulation. The experiential comments of experiential goods lead to higher perceived review credibility through process simulation. The research conclusion is helpful for online shopping platform and merchants to develop more accurate marketing strategy and comment management mechanism.
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Received: 07 September 2021
Published: 15 February 2022
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Corresponding Authors:
Jin-Xiu LI
E-mail: 823365036@qq.com
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2022, Vol. 42 
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