消费者危机感知风险对在线评论效果的影响

突发公共事件中在线评论的效果受到消费者对危机风险的感知程度的影响突显.构建消费者危机感知风险情景下的在线评论内容对消费者购买决策的影响模型，运用多元回归分析模型和Bootstrap分析进行验证，探讨评论长度、评论丰富度、评论回复等在线评论内容对消费者购买的影响，同时考虑评论有用性的中介作用以及外在感知风险和内在感知风险的调节作用.结果表明:评论有用性有中介作用，外在感知风险起正向调节作用，内在感知风险起负向调节作用，且外在感知风险对消费者购买的影响更大.突发公共事件会放大在线评论对消费者在线购买的影响，电商应加强在线交易服务和对在线评论的监管，降低消费者在线购物感知风险，促进电子商务稳定有序持续发展.

Impact of Consumers’ Perception of Crisis Risks on the Effect of Online Reviews

Consumer’s perception of crisis risks (PCR) affects online reviews outcome particularly in the public emergency. The model of online reviews affecting consumer purchasing decision was constructed in consumer’s PCR scenarios， and the multiple regression and Bootstrap analysis were used to verify the model. The impact of online reviews including review length， review richness， and review responses on consumer purchasing behavior was discussed. Meanwhile the mediating effect of review helpfulness and the moderating effects of external perceived risks (EPR) and internal perceived risks (IPR) were considered. The results show that review helpfulness has the mediating effect; EPR has positive moderating effect while IPR has negative moderating effect. What’s more， EPR has greater effect on consumer purchasing behavior. Online reviews exert the effect on consumers’ online shopping， which is amplified by the public emergency. Therefore， e-commerce companies should improve online transaction service and online reviews supervision to decrease the consumers’ PCR of online shopping and improve the stable， orderly and sustainable development of e-commerce.