在线评论的情感极性呈现方式对消费者购买决策的影响研究

发布时间：2018-04-17 19:08

本文选题：在线评论 + 情感极性　；参考：《北京邮电大学》2015年硕士论文

【摘要】：随着电子商务的快速发展,在线评论成为消费者评价产品质量的一种重要信息来源,很多电子商务网站为了方便消费者对评论信息的查看,开始尝试对评论信息进行细化分类,这使得在线评论的呈现方式不断地变化演进。根据在线评论的情感极性即正负情感倾向,网站在线评论的呈现方式大致分为两大类,一类是情感极性混合呈现方式(以下称为混合呈现方式),即全部评论不做分类、按时间顺序先后呈现；另一类是细化的情感极性分类呈现方式(以下称为分类呈现方式),即好评、中评和差评按时间顺序分类呈现。根据以往学者的研究,信息的呈现方式会影响消费者的感知行为,且由于消费者存在损失厌恶的特性,可知,相比于混合呈现方式,分类呈现方式很可能会导致消费者的差评关注度更高,进而影响其购买决策过程。已有的在线评论情感极性的研究主要集中于对在线评论情感极性前导因素、结果因素和调节因素的研究,并依据不同情感极性对消费者购买决策的影响差异,对在线评论情感极性的管理措施进行了较为粗浅的探究。由此可知,已有的在线评论情感极性研究忽略了在线评论的情感极性呈现方式对消费者购买决策的影响,尤其缺少对卷入度与其呈现方式交互作用的探讨,这使得在线评论情感极性呈现方式的管理措施研究尚处于空白阶段。为了检验在线评论的情感极性呈现方式对消费者选择决策的影响,本文采用情景实验的方法,研究了“混合”呈现和“分类”呈现两种情景下的消费者选择决策过程：重点比较分析了在两种呈现方式下,用户感知风险、购买意愿和延迟购买的差异,并进一步研究了卷入度与情感极性呈现方式的交互效应。研究结果表明：受损失厌恶、易得性启发等因素的影响,相比“混合”呈现方式,“分类”呈现方式会降低消费者的购买意愿并导致延迟购买,同时卷入度与呈现方式之间有显著的交互作用。最后,本文从网络营销角度对在线评论情感极性呈现方式的管理活动提出了相关建议。
[Abstract]:With the rapid development of electronic commerce, online reviews have become an important source of information for consumers to evaluate the quality of products. In order to facilitate consumers to view the comments, many e-commerce websites began to try to refine the classification of comments.This makes the presentation of online reviews constantly changing and evolving.According to the emotional polarity of online reviews, that is, positive and negative emotional tendencies, the online reviews on websites can be divided into two categories: one is the mixed presentation of emotional polarity (hereinafter referred to as mixed presentation mode), that is, all comments are not classified.It is presented in chronological order; the other is the detailed classification of affective polarity (hereinafter referred to as classification presentation, that is, high praise, middle evaluation and bad evaluation are classified in chronological order).According to the previous research, the way of information presentation will affect consumers' perceived behavior, and because consumers have the characteristics of loss aversion, we can know that, compared with mixed presentation,Classification presentation is likely to lead to a higher degree of attention to the poor evaluation of consumers, and then affect their purchase decision-making process.The existing researches on emotional polarity of online review mainly focus on the leading factors of emotional polarity, result factors and regulatory factors of online reviews, and according to the differences of the influence of different emotional polarities on consumers' purchase decisions,This paper discusses the management measures of emotional polarity in online reviews.It can be seen that the existing researches on emotional polarity of online reviews ignore the influence of emotional polarity presentation of online reviews on consumers' purchase decisions, especially lack of discussion on the interaction between involvement degree and presentation mode.This makes the research on the management measures of online comment emotional polarity still in blank stage.In order to test the influence of emotional polarity presentation of online comments on consumers' choice decision, this paper adopts the method of scenario experiment.This paper studies the decision-making process of consumer selection in the two scenarios of "mixed" presentation and "classification" presentation. It focuses on comparing and analyzing the differences of perceived risk, willingness to buy and delayed purchase between the two presentation modes.The interaction effect between the degree of involvement and the presentation of emotional polarity is further studied.The results show that, under the influence of loss aversion, accessibility heuristics and other factors, compared with "mixed" presentation, "classified" presentation will reduce consumers' willingness to buy and lead to delayed purchase.At the same time, there is a significant interaction between the degree of involvement and the presentation.Finally, from the perspective of network marketing, this paper puts forward some suggestions on the management of online comment emotional polarity.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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