【摘要】 随着网络购物的不断发展,许多在线购物网站的评论系统都增加了追加评论的功能,含追加的在线评论显著增多。然而,以往关于在线评论的研究主要集中在对一次性在线评论的研究,较少研究关注含追加的在线评论。本文聚焦于含追加的在线评论,基于归因理论、负面偏差效应等理论,运用眼动追踪技术,探索含追加的在线评论有用性感知的影响因素与消费者对其主观认知过程。研究结果表明,消费者对含负面追加评论的评论信息、初次评论与追加评论情感不一致的评论信息、初次评论与追加评论时间间隔较长的评论信息的关注程度更大,有用性感知更高。另外,眼动实验给出了更为复杂的变量之间的交互关系。更多还原

【Abstract】 With the continuous development of online shopping,many online shopping websites have added the function of writing additional reviews in their review systems,and the number of additional online comments have increased significantly. However,previous studies on online reviews mainly focused on the study of one-off online reviews,and fewer scholars focused on the reviews with additional one. This paper focused on the online reviews with additional one by using eyetracking technology. Based on the theories of attribution and negative deviation,it explored the factors affecting the perceived usefulness and the intrinsic subjective cognitive process of the online reviews with additional one. The results were as follows:Consumers paid more attention and perceived greater usefulness to reviews with negative additional reviews,reviews with consistent emotion( initial reviews and the additional reviews) and reviews with longer time interval( initial reviews and the additional reviews). In addition,there were more complex interactive relationships between variables.更多还原