【摘要】 本文针对追加评价这一新型评价模式,研究包含反转负面追加评价的评价信息对在线消费者态度矛盾性的影响。通过研究实验和方差分析发现,包含反转负面追加评价的评价信息对在线消费者的作用呈现负面影响,从而使消费者态度矛盾性提升,其影响力大于一般形式的负面评价信息;追加的形式和反转的极性特征对消费者由于态度矛盾性水平差异带来的评价信息偏颇吸收行为具有缓解作用,从而降低积极态度对于负面评价信息的抵御能力。更多还原

【Abstract】 The paper explores the effects of converting negative appended reviews on online customers’ attitudinal ambivalence,which is one of the patterns of emerging appended reviews forms. It is found through experiments and ANOVA that information with converting negative appended reviews will have a negative effect on online customers and increase their attitudinal ambivalence,which is more powerful than ordinary negative reviews. And they also mitigate the biased assimilation caused by attitudinal ambivalence difference,and as a result the resistance to negative reviews derived from positive attitude is impaired.更多还原