| 在线评论情感倾向的影响效应及管理措施 |
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| 引用本文： | 王琦,王琳.在线评论情感倾向的影响效应及管理措施[J].北京邮电大学学报(北京邮电大学学报),2015(1):43-51. |
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| 作者姓名： | 王琦 王琳 |
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| 作者单位： | 北京邮电大学经济管理学院,北京,100876;北京邮电大学经济管理学院,北京,100876 |
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| 摘 要： | 为了形成一个统一的研究框架，综合国内外多年的研究结果，提出了一个在线评论情感倾向的研究整合模型，更好地展现了在线评论情感倾向的前导因素、结果因素和调节因素的研究成果，并基于负面评论对购买决策的“强”影响效应，从商家的营销管理角度，对在线评论情感倾向的管理措施研究进行了归纳总结。此外，给出了目前研究在研究方法成熟性、研究内容深入性和研究成果实践性等方面的不足和进一步的研究方向。
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| 关 键 词： | 在线评论 情感倾向 消费者行为 管理营销 |
Review on Effect and Management Measures of Online Comment Emotional Tendency |
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| WANG Qi,WANG Lin.Review on Effect and Management Measures of Online Comment Emotional Tendency[J].Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition),2015(1):43-51. |
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| Authors: | WANG Qi WANG Lin |
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| Institution: | WANG Qi;WANG Lin;School of Economics and Management,Beijing University of Posts and Telecommunications; |
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| Abstract: | In order to form a unified research framework, literature from home and abroad has been reviewed, and a research integration model of online comment emotional tendency is put forward, which better shows the existing research results of its leading factors, resulting factors and moderating factors.Based on the strong effect of negative comments on purchase decision, the study of the management measures to online comment emotional tendency is summarized from the perspective of enterprises'marketing management.In addition, the shortage of the existing research and further research direction are presented. |
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| Keywords: | online comment emotional tendency consumer behavior management &marketing |
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