冲突的在线评论对消费态度的影响

The Influence of the Conflict of Online Reviews on Consumer Attitudes

在线评论中正负面评论共存导致信息矛盾性,对消费者的态度的影响难以判定。矛盾态度理论指出消费者的态度是二元的,矛盾程度不同的消费者遇到矛盾的评论态度变化是不同的。结果表明,在展示包含具体评论内容的同比例正负评论,高低矛盾者态度各个成分都显著下降,高矛盾者情感变化最大,低矛盾者意向变化最大,高矛盾者在认知、情感和意向三个维度变化的程度都小于低矛盾者。

Positive and negative online reviews＇ coexistence made the contradiction, consumers＇ attitude is difficult to determine. Ambivalence attitude theory points out that the impact which made on the consumer＇ s attitude is also ambivalence. The different degree of ambivalence consumer encounter leads to attitude change differently. Re- sults show that the display contains the specific content with the same proportion of the positive and negative com- ment, and ambivalent attitude each component declined significantly, high emotional change the contradiction is the largest, low intention to change the contradiction is the largest, the high contradiction in cognition, emotion and in- tention of three dimensions change degree is more than low ambivalent.