科研管理

科研管理 ›› 2017, Vol. 38 ›› Issue (4): 104-112.

• 论文 • 上一篇    下一篇

反转负面追加评价与在线消费者态度矛盾性

潘晓波1,黄卫来2,蔡淑琴2   

  1. 1中南财经政法大学会计学院，湖北 武汉430073；
    2华中科技大学管理学院，湖北 武汉430074
  • 收稿日期:2014-12-11 修回日期:2016-04-28 出版日期:2017-04-20 发布日期:2017-04-17
  • 通讯作者: 潘晓波
  • 基金资助:

    国家自然科学基金项目“移动社会化媒体中基于价值共创的企业负面口碑处理资源的管理方法及系统研究”（项目编号71371081；起止时间：2014-2017）；教育部博士点（博导类）基金资助项目“基于价值共创的在线负面口碑处理知识推荐的研究”（项目编号20130142110044；起止时间：2014-2016）。

Converting Negative Appended Reviews and Online Customers’ Attitudinal Ambivalence

Pan Xiaobo1, Huang Weilai2, Cai Shuqin2   

  1. 1. Accounting School, Zhongnan University of Economics and Law, Wuhan 430073, Hubei, China; 
    2. Management School, Huazhong University of Science and Technology, Wuhan 430074, Hubei, China
  • Received:2014-12-11 Revised:2016-04-28 Online:2017-04-20 Published:2017-04-17

摘要： 本文针对追加评价这一新型评价模式，研究包含反转负面追加评价的评价信息对在线消费者态度矛盾性的影响。通过研究实验和方差分析发现，包含反转负面追加评价的评价信息对在线消费者的作用呈现负面影响，从而使消费者态度矛盾性提升，其影响力大于一般形式的负面评价信息；追加的形式和反转的极性特征对消费者由于态度矛盾性水平差异带来的评价信息偏颇吸收行为具有缓解作用，从而降低积极态度对于负面评价信息的抵御能力。

关键词: 反转负面追加评价, 态度矛盾性, 在线购物, 偏颇吸收

Abstract: The paper explores the effects of converting negative appended reviews on online customers’ attitudinal ambivalence, which is one of the patterns of the emerging appended reviews forms. It is found through an experiment and ANOVA that reviews with a converting negative appended review affect online customers in a negative way to increase the attitudinal ambivalence, which is more powerful than ordinary negative reviews. And they also mitigate the biased assimilation caused by attitudinal ambivalence difference, and as a result the resistance to the negative reviews derived from positive attitude is impaired.

Key words: converting negative appended reviews, attitudinal ambivalence, online shopping, biased assimilation