矛盾性追加评论对感知有用性的影响效应研究

 随着在线评论机制的完善，各大网络购物平台设置了追加评论的功能，消费者可在初次评论后一定时间段内针对同一产品再次评论。目前追加评论逐渐引起学者们的广泛关注，已有关于含追加的在线评论研究中，大多是针对含追加评论与未追加评论之间、含追加评论中一致性追加评论与矛盾性追加评论之间的感知有用性差异进行比较研究，较少研究分析矛盾性追加评论之间，即初次评论与追加评论情感方向不一致的情况下含追加评论的感知有用性差异。        将矛盾性追加评论分为初次评论为正、追加评论为负和初次评论为负、追加评论为正两种情况，基于归因理论和精细加工可能性模型的视角，探讨矛盾性追加评论对感知有用性差异的影响效应以及不同产品卷入度对矛盾性追加评论感知有用性差异的调节作用。实验均以大学生为样本，从天猫商城真实的评论环境中获取的在线追加评论作为实验数据，采用曼-惠特尼秩和检验和Wilcoxon符号秩检验两种非参数检验方法进行数据分析。        研究结果表明，①在矛盾性追加评论中，初次评论为正、追加评论为负的含追加评论感知有用性显著高于初次评论为负、追加评论为正的在线评论；②产品卷入度对矛盾性追加评论感知有用性差异具有调节作用，对于高卷入度产品而言，正-负追加组和负-正追加组感知有用性差异显著；对于低卷入度产品而言，这种差异不显著。        从理论上讲，研究结论进一步完善了含追加在线评论的研究框架，并引入了产品卷入度这一调节变量，解释了人们对矛盾性信息感知的差异。研究结论还具有一定的实践指导意义，由于消费者更加关注正-负追加组的在线评论，企业应采取措施降低负面追加评论对产品的影响。

Research on How Conflictive Additional Reviews Affect Perceived Helpfulness

 With the improvement of the mechanism of online reviews, many online shopping platforms have the function of additional online review added. Consumers can re-comment the same product in a certain period of time after the first-time review. Additional online review have gradually aroused extensive attention of researchers at present. The previous researches on additional online reviews focus on the discrepancy effects between the online reviews with additional one and one-time reviews, and the discrepancy effects between 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) on perceived helpfulness. Few studies have attempted to analyze the discrepancy effects on perceived helpfulness within conflictive reviews.        In this study, we divided conflictive reviews into two types: positive-negative reviews (the initial review is positive and additional one is negative) and negative-positive reviews (the initial reviews is negative and additional one is positive). From the perspective of the attribution theory and the elaboration likelihood model, we explored the discrepancy effects between two types of conflictive reviews, the moderating discrepancy effects between the high degree and the low degree of product involvement on the perceived helpfulness. We have all invited undergraduates participating in our studies. The reviews we adopted come from the real online review environment such as Tmall.com as the experimental data. By using nonparametric test (Mann-Whitney U test and Wilcoxon signed ranks test), we analyzed the data from the experiments in this study.        Experimental results show that consumers will perceive reviews to be more helpful when the initial review is positive and additional one is negative rather than that the initial reviews is negative and additional one is positive. The product involvement plays a moderating role in the discrepancy effects between conflictive reviews on perceived helpfulness. For high involvement product, the discrepancy effects between positive-negative reviews and negative-positive reviews is especially significant. However, for low involvement product, the difference is not significant.         Theoretically, this study enriches the research framework of the review with additional reviews and introduces the moderating variable of product involvement to explain how conflictive reviews affect perceived helpfulness. On the other hand, the results also have a certain practical significance. As consumers pay more attention to the positive-negative reviews, enterprises should take measures to reduce the effects of a negatively additional effect on the product.