摘要
已有关于在线评论的研究大都默认所有评论均来自不同的评论者,而没有考虑到同一评论者在初次评论之后追加评论的现象。本研究将在线评论区分为含追加的评论和一次性评论,并基于归因理论的视角,探讨这两种评论(含追加的评论vs.一次性评论)及在含追加的评论中的矛盾评论与一致评论在影响阅读者对评论的有用性感知上的差异。两个实验均以武汉大学的学生为样本,采用多因素方差分析和Bootstrap中介效应检验方法进行数据分析。研究结果表明,1相比于一次性评论,含追加的评论具有更高的有用性感知;2在含追加的评论中,前后矛盾的评论要比前后一致的评论能使阅读者产生更高的有用性感知;3阅读者对评论的归因在上述影响关系中发挥中介作用,也就是说,含追加的评论(vs.一次性评论)及在含追加的评论中的矛盾评论(vs.一致评论)通过影响阅读者更多地将评论归因于客观的产品因素(vs.评论者的主观因素),进而增加对评论的有用性感知;4在含追加评论的情形下,矛盾评论(vs.一致评论)对有用性感知的影响还会受时间距离(发布两次评论之间的时间间隔)的调节作用,但只有当时间距离较远时,追加评论与初始评论之间的矛盾才能产生更强的评论有用性感知。
Among previous researches on online reviews, most of these studies imply that all reviews are written by different reviewers, and have not considered that the same person may repeat his comments. In this study, we differentiate online reviews into two types： reviews with additional one and one-time reviews. Furthermore, we divide reviews with additional reviews into conflictive reviews （additional review for the same product written by the same person is contradictory） and consistent reviews （additional review for the same product written by the same person is fit ）. From the perspective of attribution theory, we ex- plored the difference of effects between reviews with additional reviews and one-time reviews, and the difference of effects be- tween contlictive reviews and consistent reviews on perceived usefulness. We have invited students from Wuhan University in China participating in our studies. By using a multi-way ANOVA and Boot- strap method of mediation analysis, we analyzed the data from two experiments in this study. The conclusions are as follows ： First, reviews with additional one are much more useful for review readers than one-time reviews. Secondly, for reviews with ad- ditional one, readers will perceive reviews to be more useful when additional review conflicts with first review rather than they are consistent. Thirdly, these effects will be mediated by review attribution, that is to say, reviews with additional one （ vs. one-time reviews ） and eonflictive additional reviews （vs. consistent additional reviews） can be more likely to be attributed to a produet it- self rather than reviewers. Consequently, they are perceived to be more useful. The basic reason that reviews with additional one （ vs. one-time reviews）, especially conflietive additional reviews （ vs. consistent additional reviews ） are inclined to be attributed to external product-related factors is that these reviews are obviously offensive to the motivation of self-enhancement and need for avoiding cogni
出处
《管理科学》
CSSCI
北大核心
2015年第3期102-114,共13页
Journal of Management Science
基金
国家自然科学基金(71172212)~~
关键词
一次性评论
追加评论
归因理论
时间距离
评论有用性
one-time reviews
additional reviews
attribution theory
temporal distance
perceived usefulness of reviews
