北京邮电大学学报（社会科学版）
北京郵電大學學報（社會科學版）
북경유전대학학보（사회과학판）
Journal of Beijing University of Posts and Telecommunications (Social Sciences Edition)
2015年
5期
32-39
,共8页
口碑%在线评论%情感倾向%观察学习%消费者决策
口碑%在線評論%情感傾嚮%觀察學習%消費者決策
구비%재선평론%정감경향%관찰학습%소비자결책
word-of-mouth%online reviews%sentimental orientation%observational learning%consumer decision-making
已有在线评论的研究都在消费者不能针对同一商品分开做正面评价和负面评价的实践背景下开展, 但类似于"中关村在线" 的评论系统已经允许消费者分别做正负两种评论, 并允许客户进行晒单, 本文主要研究这种区分在线评论的正负型评论及基于晒单的观察学习行为对有用性的影响. 结论表明: 区分背景下的在线评论极端性、 在线评论长度和晒单行为等都对在线评论的有用性产生显著影响, 负面在线评论的影响要大于正面在线评论.
已有在線評論的研究都在消費者不能針對同一商品分開做正麵評價和負麵評價的實踐揹景下開展, 但類似于"中關村在線" 的評論繫統已經允許消費者分彆做正負兩種評論, 併允許客戶進行曬單, 本文主要研究這種區分在線評論的正負型評論及基于曬單的觀察學習行為對有用性的影響. 結論錶明: 區分揹景下的在線評論極耑性、 在線評論長度和曬單行為等都對在線評論的有用性產生顯著影響, 負麵在線評論的影響要大于正麵在線評論.
이유재선평론적연구도재소비자불능침대동일상품분개주정면평개화부면평개적실천배경하개전, 단유사우"중관촌재선" 적평론계통이경윤허소비자분별주정부량충평론, 병윤허객호진행쇄단, 본문주요연구저충구분재선평론적정부형평론급기우쇄단적관찰학습행위대유용성적영향. 결론표명: 구분배경하적재선평론겁단성、 재선평론장도화쇄단행위등도대재선평론적유용성산생현저영향, 부면재선평론적영향요대우정면재선평론.
The existed studies of online reviews have been carried out under the background where consumers cannot make positive comments and negative comments for the same goods separately.While similar comment system like"zol.com.cn" has already allowed consumers to offer both positive and negative comments separate-ly, and makes it possible for customers to show their reviews by pictures.The impact of online reviews which distinguish positive comments and negative comments and the observational learning behavior based on the re-views by picture on the usefulness of online reviews is studied.Conclusions show that the extreme of star ratings, the review length, and the reviews by picture have significant effect on the usefulness of online reviews under the distinguishing background;the impact of negative online reviews is greater than that of the positive ones.
