CAJ | 학술논문

本文从情感倾向角度研究好评的文本内容对用户购买行为的影响是否一致,结果表明好评的数量和正面情感倾向的评论文本内容对用户购买行为均有正向影响,更重要的是好评数量与评论文本内容情感倾向之间存在显著交互作用;但是,好评数量并不必然会对用户的购买行为产生正向影响,只有当正面在线评论文本情感倾向较高时,好评数量才会加大用户购买的可能性。
본문종정감경향각도연구호평적문본내용대용호구매행위적영향시부일치,결과표명호평적수량화정면정감경향적평논문본내용대용호구매행위균유정향영향,경중요적시호평수량여평논문본내용정감경향지간존재현저교호작용;단시,호평수량병불필연회대용호적구매행위산생정향영향,지유당정면재선평논문본정감경향교고시,호평수량재회가대용호구매적가능성。
This paper studies the impact of the favorable text content on the users＇ purchasing behaviors from the per- spective of the semantic orientation. The results show that the quantity of favorable comments and the positive sentiment have positive influence on the purchasing behavior. Moreover, there is a significant amount of interaction between the quantity of favorable comments and emotional tendencies of text content ; however, the quantity of favorable comments doesn＇t necessarily have a positive impact on users＇ purchasing behavior. Only when emotional tendencies of the positive online comment text is high, he quantity of favorable comments will increase the possibility of users＇ purchasing.