移动场景下的口碑评价：调节定向视角

被引：9

作者：

黄敏学

高蕾

李婷

机构：

[1] 武汉大学经济与管理学院

来源：

南开管理评论 | 2021年 / 24卷 / 03期

基金：

国家自然科学基金重大研究计划;

关键词：

评论场景; 产品类型; 促进定向; 防御定向; 口碑评价;

D O I：

暂无

中图分类号：

F719.2 [旅馆业]; F274 [企业供销管理];

学科分类号：

120203 ; 1201 ;

摘要：

社会化媒体时代,消费者越来越依赖于产品的口碑评价作为产品选择的依据。以往关于影响口碑评价的研究多从评分者(用户)等因素出发,并未充分考虑场景的影响。本文基于调节定向理论,探究用户对同一产品在不同评论场景(移动场景和固定场景)下的口碑评价差异,同时引入产品类型,深入探究其与评论场景的交互作用对口碑评价的影响。通过对酒店二手数据的分析和实验研究发现:用户处于移动场景时更易启动其促进定向,从而对同一产品的评价较高;而在固定场景下,信息搜索更充分,更易启动用户的防御定向,从而对同一产品的评分更为保守;该机制仅限于享乐型产品,对于实用型产品,两种评论场景影响无显著差异。

引用

页码：50 / 61

页数：12

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