评价理论视角下亚马逊网络购物评论的介入资源

Engagement Resources of Internet Customer Reviews from Amazon.com under the Perspective of Appraisal Theory

网络购物评论对潜在消费者做出科学的购物决策具有显著影响。运用介入系统对亚马逊网络购物评论进行分析发现:大多数评论者倾向于利用对话收缩的方式来表达其立场,否认资源在差评中使用最多,公告和接纳资源在好评中使用最多。结果表明:评论者往往使用介入资源表明购物立场、观点、态度,并利用网络评论实现其劝说目的。

Internet customer reviews play an important role in influencing potential customers' purchasing decision.The current study makes an attempt to analyze customer reviews from Amazon.com in terms of engagement resources as well as their subtypes.It is discovered that Dialogic Contraction takes up a relatively higher share than Dialogic Expansion in three types of customer reviews from Amazon.com.Besides,the distribution of Disclaim is the highest one in commentaries for the bad and lowest one in commentaries for the good.By means of engagement resources,reviewers intend to realize the persuasive function.