创意众包社区中影响评论者正向评价量的因素研究——基于ELM的分析

管理评论 ›› 2020, Vol. 32 ›› Issue (11): 140-150.

创意众包社区中影响评论者正向评价量的因素研究——基于ELM的分析

马永斌, 徐晴

宁波大学商学院, 宁波 315211

收稿日期:2020-01-21 出版日期:2020-11-28 发布日期:2020-12-05
通讯作者: 徐晴(通讯作者),宁波大学商学院硕士研究生
作者简介:马永斌,宁波大学商学院副教授,硕士生导师,博士。
基金资助:
浙江省自然科学基金一般项目（LY17G020013）；教育部人文社会科学研究规划项目（18YJA630080）；国家自然科学基金青年项目（71302084）。

Analysis of the Factors that Affect the Number of Positive Reviews in an Idea Crowdsourcing Community ——An ELM Perspective

Ma Yongbin, Xu Qing

Business School of Ningbo University, Ningbo 315211

Received:2020-01-21 Online:2020-11-28 Published:2020-12-05

摘要/Abstract

摘要： 借助精细加工可能性模型（elaboration likelihood model，ELM），使用创意众包社区中的二手数据，研究了创意质量（创意需求性和可行性）和呈现形式（创意文本字数、创意是否设置投票和创意中负向情感词数）对评论者正向评价量的影响，以及创意呈现形式对创意质量影响的调节作用。结果表明，创意需求性正向影响评论者正向评价量，而创意可行性对评论者正向评价量的影响不显著。创意文本字数和创意是否设置投票正向影响评论者正向评价量。当创意文本字数少和创意设置投票时，创意需求性对评论者正向评价量有更大的影响；当创意文本字数多和创意未设置投票时，创意可行性对评论者正向评价量有显著正向影响。

关键词: ELM, 评论者正向评价量, 创意质量, 创意呈现形式

Abstract: Using second-hand data from an idea crowdsourcing community and drawing on Elaboration Likelihood Model(ELM), this study focuses on how the quality (the potential and the feasibility of a creative idea) and the format (the number of words in a creative idea, whether other users can vote and the number of negative affective words in a creative idea) of a creative idea affect the number of positive reviews towards the idea, and the moderating effect of a creative idea's format on the relationship between the quality of the creative idea and the number of positive reviews towards the idea. The results show that the potential of a creative idea positively affects the number of positive reviews towards this idea, while the feasibility of a creative idea does not significantly affect the number of positive reviews towards this idea. Both the number of words in a creative idea and the authority of voting to the idea positively influence the number of positive reviews towards the idea. Furthermore, when the number of words in a creative idea is small or when community members can vote on an idea, the potential of the creative idea has a greater impact on the number of positive reviews; otherwise, it is the feasibility of the creative idea that has a significant impact on the number of positive reviews.

Key words: Elaboration Likelihood Model, positive reviews, the quality of a creative idea, the format of a creative idea

马永斌, 徐晴. 创意众包社区中影响评论者正向评价量的因素研究——基于ELM的分析[J]. 管理评论, 2020, 32(11): 140-150.

Ma Yongbin, Xu Qing. Analysis of the Factors that Affect the Number of Positive Reviews in an Idea Crowdsourcing Community ——An ELM Perspective[J]. Management Review, 2020, 32(11): 140-150.

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