线上消费者负面评论中贴图数量对评论有用性影响效应研究——一项基于负面评论的研究

摘要/Abstract

摘要： 本研究探讨线上消费者负面评论中,贴图数量(少vs.多)对评论有用性的影响效应及影响机制。研究通过一个实地研究和两个实验室研究对假设进行验证。研究1根据京东网的真实评论,对56个品牌12623条评论数据进行分析后发现,在负面评论中,贴图数量对评论有用性有正向显著影响。进一步地,研究1将产品分为享乐搜索型、功能体验型、功能搜索型、享乐体验型四类,研究结果表明,不管在哪种类型产品中,贴图数量对评论有用性的影响效应均显著。研究2使用了照相机的负面评论。研究2的结果证实了贴图数量对评论有用性的正向影响效应,并证明了在这一影响效应中,心理意象和感知产品不确定性的并列中介作用,排除了感知信息量和劝服效应的中介作用。研究3使用了家政服务负面评论,结果重复了研究2的发现。

关键词: 贴图数量, 评论有用性, 负面评论, 心理意象, 感知不确定性

Abstract: This paper focuses on the effect of image number (less vs. more) on review helpfulness and explores the mechanism behind the effect. The current study tests the hypothesis through one field study and two laboratory studies. Study 1 is a field study. In Study 1, we collect 12,623 reviews of 56 brands in four product categories (hedonic-search, utilitarian-experience, utilitarian-search, and hedonic-experience) from www.jd.com. We use “likes” to represent review helpfulness, controlling “the time of review issued”, “the length of word review”, “the number of negative emotion words in word review”, and “the extremity of word review”, and examines how image number influences review helpfulness. Results of Study 1 show that image number influences review helpfulness significantly. The time of review issued, the length of word review and the extremity of word review all significantly positively influence review helpfulness. The number of negative emotion words in word review significantly negatively influences review helpfulness. Study 2 designs mocked camera websites including product introduction page and product review page. Study 2 utilizes one-factor subject design, and 245 participants attend Study 2. In less images condition, participants see six images relating to camera; in more images condition, participants see fifteen images. Results of Study 2 show that the main effect of image number on review helpfulness is significant. Image number significantly influences mental imagery and perceived product uncertainty, but influences perceived amount of information and persuasive effect insignificantly. In the relationship between image number and review helpfulness, mental imagery and perceived product uncertainty play parallel multiple mediating roles. In addition, the mediating effects of perceived amount of information and persuasive effect are excluded. To ensure the generalibility, Study 3 utilizes negative reviews of housekeeping service. The design of Study 3 is similar to Study 2, and the results of Study 3 replicate the findings of Study 2.

Key words: image number, review helpfulness, negative reviews, mental imagery, perceived product uncertainty

武瑞娟, 李佩毓, 李研. 线上消费者负面评论中贴图数量对评论有用性影响效应研究——一项基于负面评论的研究[J]. 管理评论, 2022, 34(12): 157-172.

Wu Ruijuan, Li Peiyu, Li Yan. The Effect of Image Number in Online Consumer Reviews on Review Helpfulness——An Empirical Study Based on Negative Reviews[J]. Management Review, 2022, 34(12): 157-172.

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