时间间隔对评论极端性的影响研究

发布时间：2018-04-11 20:47

本文选题：时间间隔 + 享乐型产品　；参考：《武汉大学》2017年硕士论文

【摘要】：随着电子商务的发展与流行,在线消费者评论日益成为影响其他消费者形成产品态度和购买意愿的重要因素。目前在线口碑领域的文章主要从评论接收者角度,探究评论效价、评论量和评论不一致性等对感知有用性以及购买意愿的影响,并且证明了态度极端的评论比温和的评论更具有诊断性,但并未告诉商家在什么情况下消费者更容易做出极端的评论。由于产品购买与撰写评论之间通常存在时间间隔,而时间又能改变人的情感和认知,因此我们认为时间间隔是影响消费者做出不同程度的评论的重要因素。考虑到产品类型可能会带来情感和认知方面不同变化,我们还将产品区分为享乐品和实用品,探索时间间隔与产品类型对评论极端性的共同作用。我们通过收集一组网上数据和操控三个实验来检验前面提出的假设。网上数据来自于京东商城上两种商品的在线评论,各抓取150条。该数据初步表明了时间间隔和产品类型对评论效价极端性有影响。研究二采用2(产品类型:享乐品/实用品)×2(时间间隔:长/短)的组间设计,进一步证明了在不同时间间隔下,消费者对享乐品和实用品的评论效价极端性存在差异,并发现了态度确定性的中介作用。研究三确保了两次时间间隔下调查的实验对象是同一群人,以排除被试不一致性的干扰。80名高中生参与了2(产品类型:享乐品/实用品)×2(时间间隔:长/短)的混合实验。研究四探索了极端评论对享乐品更有用还是实用品更有用。160名大学生参与了 2(产品类型:享乐品/实用品)×2(极端评论:正/负)的实验。实验结果表明:第一,对于享乐型产品,消费与评论之间的时间间隔短(VS.长)会使评论者做出更加极端的评论。第二,对于实用型产品,时间间隔长(VS.短)会使评论者做出更加极端的评价。第三,时间间隔与产品类型对评论极端性的影响以评论者的态度确定性为中介,具体来说,对于享乐型产品,时间间隔短可以提高评论者的态度确定性,进而提高评论效价的极端性;而对实用型产品则相反,时间间隔长可以提高评论者的态度确定性,进而提高评论效价的极端性。第四,极端评论对实用品更加有用。研究不仅丰富了口碑领域的理论体系,也给具有一定的实践意义。第一,与之前对在线评论的研究主要从评论接收者角度考虑评论的有用性和评论对购买意愿的影响不同,本研究重点探究了影响评论者做出极端评论的因素。第二,本文是第一篇研究购买时间间隔与评论行为之间关系的文章,并且证实了态度确定性的中介作用。第三,本文重点研究了评论的极端性而不是评论的正负性。
[Abstract]:With the development and popularity of electronic commerce, online consumer reviews are increasingly becoming an important factor influencing other consumers to form product attitudes and purchase intentions.At present, articles in the field of online word-of-mouth mainly explore the effects of comment titer, comment quantity and comment inconsistency on perceived usefulness and willingness to buy from the perspective of comment recipients.It also proves that extreme comments are more diagnostic than mild ones, but does not tell businesses where consumers are more likely to make extreme comments.Because there is usually a time interval between product purchase and comment writing, and time can change people's emotion and cognition, we think that time interval is an important factor that affects consumers to make different levels of comments.Considering that product types may lead to different emotional and cognitive changes, we also classify products as hedonic and practical, and explore the interaction of time intervals and product types on the extreme nature of reviews.We tested the hypothesis by collecting a set of online data and manipulating three experiments.Online data from JingDong Mall two online reviews of goods, each grab 150 items.The data preliminarily show that the time interval and product type have an effect on the extreme value of reviews.In study 2, the inter-group design of 2 (product type: hedonic / utility) 脳 2 (time interval: long / short) further proved that consumers' comments on hedonic and utility products had extreme titers at different time intervals.And found the attitude deterministic intermediary role.Study 3 made sure that the subjects investigated at two intervals were the same group of people, and 80 high school students participated in 2 (product type: hedonic / utility) 脳 2 (time interval: long / short) mixed experiment.The fourth study explored whether extreme reviews are more useful for hedonic goods or utility items. 160 college students participated in 2 (product types: hedonic / utility) 脳 2 (extreme comments: positive / negative) experiments.The experimental results show that: first, for hedonic products, the time interval between consumption and comment is short.Long) will cause the reviewer to make more extreme comments.Second, for practical products, long time interval VS.Short) will lead to a more extreme assessment by the reviewer.Thirdly, the influence of time interval and product type on the extreme nature of reviews is mediated by the deterministic attitude of the reviewers. Specifically, for hedonic products, short intervals can improve the deterministic attitude of the reviewers.On the contrary, for practical products, the longer time interval can improve the deterministic attitude of the reviewers, and then improve the extreme value of the reviews.Fourth, extreme comments are more useful for utility.The research not only enriches the theoretical system in the field of word-of-mouth, but also has certain practical significance.First, different from the previous research on online reviews, which mainly consider the usefulness of comments and the influence of comments on purchasing intention from the perspective of comment recipients, this study focuses on the factors that affect the critical comments made by reviewers.Second, this paper is the first study on the relationship between purchase time interval and comment behavior, and confirms the intermediary role of attitude determinism.Thirdly, this paper focuses on the extreme nature of comments rather than the positive and negative ones.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.36;F713.55

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