消费者专业性指消费者成功执行产品相关任务的能力。产品信息获取渠道的增加使得消费者培养某一产品领域的专业性变得容易。消费者专业性不仅会影响自身的购买决策,也会对他人的购买行为产生影响。关于消费者专业性的现有文献内容繁多且零散,缺少系统的梳理。为此,本文首先明确了消费者专业性的概念内涵,阐述了消费者专业性在认知能力上的表现,分析了消费者专业性的来源,归纳和比较了消费者专业性的研究方法;其次,从正面和负面探究了消费者专业性的作用机制,从自身和他人视角阐释了消费者专业性的影响效应,并在此基础上构建了消费者专业性的理论框架;最后,指出了消费者专业性在概念范畴、主观与客观专业性差距、对自身影响与对他人影响四个方面的未来研究方向。本文不仅有助于理解不同专业性水平消费者的认知和行为差异,为企业制定市场细分营销策略提供新的洞见,而且有助于理解消费者如何判断其他消费者的专业性,提升企业口碑营销策略的效率和效果。
消费者专业性的影响效应:研究述评与展望
摘要
参考文献
4 Alba J W, Hutchinson J W. Dimensions of consumer expertise[J]. Journal of Consumer Research, 1987, 13(4): 411-454. DOI:10.1086/209080
5 Ameri M, Honka E, Xie Y. From strangers to friends: Tie formations and online activities in an evolving social network[J]. Journal of Marketing Research, 2023, 60(2): 329-354. DOI:10.1177/00222437221107900
6 Atir S, Rosenzweig E, Dunning D. When knowledge knows no bounds: Self-perceived expertise predicts claims of impossible knowledge[J]. Psychological Science, 2015, 26(8): 1295-1303. DOI:10.1177/0956797615588195
7 Baird R R. Experts sometimes show more false recall than novices: A cost of knowing too much[J]. Learning and Individual Differences, 2003, 13(4): 349-355. DOI:10.1016/S1041-6080(03)00018-9
8 Chiou J S. The impact of country of origin on pretrial and posttrial product evaluations: The moderating effect of consumer expertise[J]. Psychology & Marketing, 2003, 20(10): 935-954.
9 Clarkson J J, Janiszewski C, Cinelli M D. The desire for consumption knowledge[J]. Journal of Consumer Research, 2013, 39(6): 1313-1329. DOI:10.1086/668535
10 Cowley E, Mitchell A A. The moderating effect of product knowledge on the learning and organization of product information[J]. Journal of Consumer Research, 2003, 30(3): 443-454. DOI:10.1086/378620
11 Czellar S, Luna D. The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective[J]. Journal of Consumer Psychology, 2010, 20(3): 259-273. DOI:10.1016/j.jcps.2010.06.014
12 D’Angelo J K, Valsesia F. You should try these together: Combinatory recommendations signal expertise and improve product attitudes[J]. Journal of Marketing Research, 2023, 60(1): 155-169. DOI:10.1177/00222437221111344
13 Finkelstein S R, Fishbach A. Tell me what I did wrong: Experts seek and respond to negative feedback[J]. Journal of Consumer Research, 2012, 39(1): 22-38. DOI:10.1086/661934
14 Guo F, Chen J H, Li M M, et al. How do expert reviews and consumer reviews affect purchasing decisions? An event-related potential study[J]. Journal of Neuroscience, Psychology, and Economics, 2022, 15(2): 101-118. DOI:10.1037/npe0000157
15 Howe L C, Monin B. Healthier than thou? “Practicing what you preach” backfires by increasing anticipated devaluation[J]. Journal of Personality and Social Psychology, 2017, 112(5): 718-735. DOI:10.1037/pspi0000085
16 Karmarkar U R, Tormala Z L. Believe me, I have no idea what I’m talking about: The effects of source certainty on consumer involvement and persuasion[J]. Journal of Consumer Research, 2010, 36(6): 1033-1049. DOI:10.1086/648381
17 King M F, Balasubramanian S K. The effects of expertise, end goal, and product type on adoption of preference formation strategy[J]. Journal of the Academy of Marketing Science, 1994, 22(2): 146-159. DOI:10.1177/0092070394222004
18 Knoll M A Z, Arkes H R. The effects of expertise on the hindsight bias[J]. Journal of Behavioral Decision Making, 2017, 30(2): 389-399. DOI:10.1002/bdm.1950
19 Lachner A, Nückles M. Bothered by abstractness or engaged by cohesion? Experts’ explanations enhance novices’ deep-learning[J]. Journal of Experimental Psychology: Applied, 2015, 21(1): 101-115. DOI:10.1037/xap0000038
20 Latour K A, Deighton J A. Learning to become a taste expert[J]. Journal of Consumer Research, 2019, 46(1): 1-19. DOI:10.1093/jcr/ucy054
21 Latour K A, Latour M S. Bridging aficionados’ perceptual and conceptual knowledge to enhance how they learn from experience[J]. Journal of Consumer Research, 2010, 37(4): 688-697. DOI:10.1086/655014
22 Lewis D R. The perils of overconfidence: Why many consumers fail to seek advice when they really should[J]. Journal of Financial Services Marketing, 2018, 23(2): 104-111. DOI:10.1057/s41264-018-0048-7
23 Luo L, Ratchford B T, Yang B T. Why we do what we do: A model of activity consumption[J]. Journal of Marketing Research, 2013, 50(1): 24-43. DOI:10.1509/jmr.10.0416
24 Luo L, Toubia O. Improving online idea generation platforms and customizing the task structure on the basis of consumers’ domain-specific knowledge[J]. Journal of Marketing, 2015, 79(5): 100-114. DOI:10.1509/jm.13.0212
25 Maheswaran D. Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations[J]. Journal of Consumer Research, 1994, 21(2): 354-365. DOI:10.1086/209403
26 Maheswaran D, Sternthal B, Gürhan Z. Acquisition and impact of consumer expertise[J]. Journal of Consumer Psychology, 1996, 5(2): 115-133. DOI:10.1207/s15327663jcp0502_02
27 Mandel N, Johnson E J. When web pages influence choice: Effects of visual primes on experts and novices[J]. Journal of Consumer Research, 2002, 29(2): 235-245. DOI:10.1086/341573
28 Mehta R, Hoegg J, Chakravarti A. Knowing too much: Expertise-induced false recall effects in product comparison[J]. Journal of Consumer Research, 2011, 38(3): 535-554. DOI:10.1086/659380
29 Mitchell A A, Dacin P A. The assessment of alternative measures of consumer expertise[J]. Journal of Consumer Research, 1996, 23(3): 219-239. DOI:10.1086/209479
30 Moreau C P, Lehmann D R, Markman A B. Entrenched knowledge structures and consumer response to new products[J]. Journal of Marketing Research, 2001, 38(1): 14-29. DOI:10.1509/jmkr.38.1.14.18836
31 Nam M, Wang J, Lee A Y. The difference between differences: How expertise affects diagnosticity of attribute alignability[J]. Journal of Consumer Research, 2012, 39(4): 736-750. DOI:10.1086/664987
32 Nguyen P, Wang X, Li X, et al. Reviewing experts’ restraint from extremes and its impact on service providers[J]. Journal of Consumer Research, 2021, 47(5): 654-674. DOI:10.1093/jcr/ucaa037
33 Packard G, Berger J. How language shapes word of mouth’s impact[J]. Journal of Marketing Research, 2017, 54(4): 572-588. DOI:10.1509/jmr.15.0248
34 Palmeira M. Advice in the presence of external cues: The impact of conflicting judgments on perceptions of expertise[J]. Organizational Behavior and Human Decision Processes, 2020, 156: 82-96. DOI:10.1016/j.obhdp.2019.11.009
35 Reich T, Maglio S J. Featuring mistakes: The persuasive impact of purchase mistakes in online reviews[J]. Journal of Marketing, 2020, 84(1): 52-65. DOI:10.1177/0022242919882428
36 Rocklage M D, Rucker D D, Nordgren L F. Emotionally numb: Expertise dulls consumer experience[J]. Journal of Consumer Research, 2021, 48(3): 355-373. DOI:10.1093/jcr/ucab015
37 Roehm M L, Sternthal B. The moderating effect of knowledge and resources on the persuasive impact of analogies[J]. Journal of Consumer Research, 2001, 28(2): 257-272. DOI:10.1086/322901
38 Sela A, Hadar L, Morgan S, et al. Variety-seeking and perceived expertise[J]. Journal of Consumer Psychology, 2019, 29(4): 671-679. DOI:10.1002/jcpy.1110
39 Sinha J, Naykankuppam D. Knowledge does not necessarily make the heart grow fonder: The moderating role of knowledge on accessibility experiences[J]. Journal of Consumer Psychology, 2013, 23(1): 49-60. DOI:10.1016/j.jcps.2012.02.004
40 Wang H S, Noble C H, Dahl D W, et al. Successfully communicating a cocreated innovation[J]. Journal of Marketing, 2019, 83(4): 38-57. DOI:10.1177/0022242919841039
41 Ward A F, Lynch Jr J G. On a need-to-know basis: How the distribution of responsibility between couples shapes financial literacy and financial outcomes[J]. Journal of Consumer Research, 2019, 45(5): 1013-1036. DOI:10.1093/jcr/ucy037
42 Ward A F, Zheng J Q, Broniarczyk S M. I share, therefore I know? Sharing online content-even without reading it-inflates subjective knowledge[J]. Journal of Consumer Psychology, 2023, 33(3): 469-488. DOI:10.1002/jcpy.1321
43 White T B. Consumer trust and advice acceptance: The moderating roles of benevolence, expertise, and negative emotions[J]. Journal of Consumer Psychology, 2005, 15(2): 141-148. DOI:10.1207/s15327663jcp1502_6
44 Wood S L, Lynch Jr J G. Prior knowledge and complacency in new product learning[J]. Journal of Consumer Research, 2002, 29(3): 416-426. DOI:10.1086/344425
45 Wu X Y, Jin L Y, Xu Q. Expertise makes perfect: How the variance of a reviewer’s historical ratings influences the persuasiveness of online reviews[J]. Journal of Retailing, 2021, 97(2): 238-250. DOI:10.1016/j.jretai.2020.05.006
引用本文
吴波, 宋梦佳, 曹菲. 消费者专业性的影响效应:研究述评与展望[J]. 外国经济与管理, 2024, 46(4): 136-152.
导出参考文献,格式为: