时间距离、社会距离与评论类型对购买决策的影响.pdf

distance bytemporal and distanceand commentarytypes，social commentary types，respectively． tothe canbesummarizedasbelow： According experiments，findings 1．Whenconsumersarefacedwithafarfuture consumption， decisions purchasing are affectedmorethecomments significantly by whichare when expressingsubjective consumersa feelings；while facing near-future describethe influencethe consumption，comments properties decisionsmore purchasing significant． 2．Whenthesocialdistance betweenconsumersand commentersare far,consumersdecisionsare affected purchasing morethe significantly by whichare c．omments expressingsubjective thedistance feelings；whereas is describethe close，comments influencethe properties purchasing decisionsmore significant． This a theoreticalbasisfor online paperprovides studying alsooffers consumers’decision。makingprocess，and applicableguidance for to online enterp