本文選題：在線評(píng)論 + 情感極性　； 參考：《北京郵電大學(xué)》2015年碩士論文

【摘要】：隨著電子商務(wù)的快速發(fā)展,在線評(píng)論成為消費(fèi)者評(píng)價(jià)產(chǎn)品質(zhì)量的一種重要信息來源,很多電子商務(wù)網(wǎng)站為了方便消費(fèi)者對(duì)評(píng)論信息的查看,開始嘗試對(duì)評(píng)論信息進(jìn)行細(xì)化分類,這使得在線評(píng)論的呈現(xiàn)方式不斷地變化演進(jìn)。根據(jù)在線評(píng)論的情感極性即正負(fù)情感傾向,網(wǎng)站在線評(píng)論的呈現(xiàn)方式大致分為兩大類,一類是情感極性混合呈現(xiàn)方式(以下稱為混合呈現(xiàn)方式),即全部評(píng)論不做分類、按時(shí)間順序先后呈現(xiàn)；另一類是細(xì)化的情感極性分類呈現(xiàn)方式(以下稱為分類呈現(xiàn)方式),即好評(píng)、中評(píng)和差評(píng)按時(shí)間順序分類呈現(xiàn)。根據(jù)以往學(xué)者的研究,信息的呈現(xiàn)方式會(huì)影響消費(fèi)者的感知行為,且由于消費(fèi)者存在損失厭惡的特性,可知,相比于混合呈現(xiàn)方式,分類呈現(xiàn)方式很可能會(huì)導(dǎo)致消費(fèi)者的差評(píng)關(guān)注度更高,進(jìn)而影響其購(gòu)買決策過程。 已有的在線評(píng)論情感極性的研究主要集中于對(duì)在線評(píng)論情感極性前導(dǎo)因素、結(jié)果因素和調(diào)節(jié)因素的研究,并依據(jù)不同情感極性對(duì)消費(fèi)者購(gòu)買決策的影響差異,對(duì)在線評(píng)論情感極性的管理措施進(jìn)行了較為粗淺的探究。由此可知,已有的在線評(píng)論情感極性研究忽略了在線評(píng)論的情感極性呈現(xiàn)方式對(duì)消費(fèi)者購(gòu)買決策的影響,尤其缺少對(duì)卷入度與其呈現(xiàn)方式交互作用的探討,這使得在線評(píng)論情感極性呈現(xiàn)方式的管理措施研究尚處于空白階段。 為了檢驗(yàn)在線評(píng)論的情感極性呈現(xiàn)方式對(duì)消費(fèi)者選擇決策的影響,本文采用情景實(shí)驗(yàn)的方法,研究了“混合”呈現(xiàn)和“分類”呈現(xiàn)兩種情景下的消費(fèi)者選擇決策過程：重點(diǎn)比較分析了在兩種呈現(xiàn)方式下,用戶感知風(fēng)險(xiǎn)、購(gòu)買意愿和延遲購(gòu)買的差異,并進(jìn)一步研究了卷入度與情感極性呈現(xiàn)方式的交互效應(yīng)。研究結(jié)果表明：受損失厭惡、易得性啟發(fā)等因素的影響,相比“混合”呈現(xiàn)方式,“分類”呈現(xiàn)方式會(huì)降低消費(fèi)者的購(gòu)買意愿并導(dǎo)致延遲購(gòu)買,同時(shí)卷入度與呈現(xiàn)方式之間有顯著的交互作用。最后,本文從網(wǎng)絡(luò)營(yíng)銷角度對(duì)在線評(píng)論情感極性呈現(xiàn)方式的管理活動(dòng)提出了相關(guān)建議。
[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.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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本文編號(hào)：1764890