【摘要】 随着评论机制的不断完善，各大购物平台相继推出追加评论，其在帮助消费者规避风险、提高可信度等方面起着重要导向作用。基于精细加工可能性模型，研究将追评特征分为追评数量、追评质量、追评效价三个维度，探讨不确定性规避在追评特征和感知可信度之间的调节作用。并采用回归分析和Bootstrap方法对收集的180份问卷数据进行实证检验。结果发现：追评数量、追评质量、追评效价显著正向影响感知可信度；不确定性规避正向调节了追评数量、追评效价和感知可信度的关系，而没有在追评质量和感知可信度中起到正向调节作用。更多还原

【Abstract】 With the continuous improvement of the comment mechanism, the major shopping platforms have successively launched additional comments, which plays an important guiding role in helping consumers to avoid risks and improve their credibility. Based on the Elaboration Likelihood Model, this study divided the additional comment features into three dimensions:the quantity, quality, and potency of additional comments, and explored the moderate role of uncertainty avoidance in the characteristics of additional comment information and perceived credibility. The 180 questionnaires were also empirically tested against the collected data by regression analysis and Bootstrap. The results are as follows: the quantity, quality and potency of additional comments have a significant positive impact on perceived credibility; uncertainty avoidance plays a moderating role between quantity, potency of additional comments and perceived credibility, uncertainty avoidance does not play a moderating role between the quality of additional comments and perceived credibility.更多还原