管理学报
管理學報
관이학보
Chinese JOurnal of Management
2015年
7期
957~961
,共null页
口碑测量 数据负偏 中庸 面子
口碑測量 數據負偏 中庸 麵子
구비측량 수거부편 중용 면자
word-of-mouth measurement; data negative bias; zhongyong; face
选取等效的新浪网、时光网、搜狐网和IMDb的口碑评价量表,以大学女生为调查对象,对6部热播电视剧进行口碑评价,得出中庸思维影响潜变量测评的结论。中庸思维的论证是通过研究被调查者内心已经有了一个特定打分倾向后对被测客体会如何打分来进行的,并通过计算条件均值的方法来验证。实证表明,被调查者内心有了一个特定打分倾向之后,依然会不自觉地偏向中心点给被测客体打分,验证了中国文化中中庸思维对潜变量测量的影响。另外,数据呈现出负偏现象,更多地是反映了被测客体的真实表现。
選取等效的新浪網、時光網、搜狐網和IMDb的口碑評價量錶,以大學女生為調查對象,對6部熱播電視劇進行口碑評價,得齣中庸思維影響潛變量測評的結論。中庸思維的論證是通過研究被調查者內心已經有瞭一箇特定打分傾嚮後對被測客體會如何打分來進行的,併通過計算條件均值的方法來驗證。實證錶明,被調查者內心有瞭一箇特定打分傾嚮之後,依然會不自覺地偏嚮中心點給被測客體打分,驗證瞭中國文化中中庸思維對潛變量測量的影響。另外,數據呈現齣負偏現象,更多地是反映瞭被測客體的真實錶現。
선취등효적신랑망、시광망、수호망화IMDb적구비평개량표,이대학녀생위조사대상,대6부열파전시극진행구비평개,득출중용사유영향잠변량측평적결론。중용사유적론증시통과연구피조사자내심이경유료일개특정타분경향후대피측객체회여하타분래진행적,병통과계산조건균치적방법래험증。실증표명,피조사자내심유료일개특정타분경향지후,의연회불자각지편향중심점급피측객체타분,험증료중국문화중중용사유대잠변량측량적영향。령외,수거정현출부편현상,경다지시반영료피측객체적진실표현。
By using the scale of word-of-mouth equivalent scale adopted from Sina,Sohu,Mtime and IMDb,180 female college students were surveyed to measure the word-of-mouth of six selected TV series.It showed that Zhongyong thinking style has the effect on the Word-of-mouth.The effect was validated by using the conditional mean.The empirical results showed that Chinese people tend to give a mark near the mid-point even if they have a clear scoring tendency in their mind.In addition,the negative bias phenomenon reflects the real score of the objects being measured.
