負面情緒評論及其有效性之探討 -以讀者專家程度及涉入程度為調節變項

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/71504

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71504

Title:	負面情緒評論及其有效性之探討 -以讀者專家程度及涉入程度為調節變項
Authors:	許茜;Hsu,Chien
Contributors:	企業管理學系
Keywords:	情緒;焦慮;生氣;讀者涉入程度;評論有效性;線上評論;emotion;anxiety;angry;expertise;involvement;online review
Date:	2016-07-25
Issue Date:	2016-10-13 13:09:09 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著網際網路的發展，線上評論已變成消費者購買決策的重要管道，本研究係探討不同的負面情緒評論及其有效性之影響，並且加入讀者本身的特性會如何影響其對於網路評論有效性之看法。透過實驗模型的建立，我們觀察出焦慮的評論其有效性是高於焦慮的評論，關鍵在於感知到寫評論者的認知努力程度，因此不同的情緒評論其有效性上是有差別的。另外更以讀者的專家程度及涉入程度為調節，應證出當讀者的專家程度越高，會正向調節焦慮評論比生氣評論感知到的評論有效性;及當讀者的涉入程度越高，會負向調節焦慮評論比生氣評論感知到的評論有效性。;As Internet is spreading widely, online review has become an important way for customers to make a purchase decision. This paper investigates the effect of negative emotion on the perceived helpfulness of online review. We focus on the roles of two distinct, negative,emotions common to seller reviews: anxiety and anger. Reader’s characteristics is also a vital factors to be discuss. We adopt the reader’s level of expertise and involvement to explore the different impact of discrete emotions on a review. Our findings demonstrate the importance of examining discrete emotions in online review,and will be useful for retailer to understand what kind of review is helpful.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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