探討憤怒產品評論的幫助性和影響力---以價格、產品種類為調節變數

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姓名

張方馨(Fang-Hsin Chang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

探討憤怒產品評論的幫助性和影響力---以價格、產品種類為調節變數
(The Effect of Anger Review on Helpfulness of Online Review and Persuasive---Price、Product Type as Moderators)

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至系統瀏覽論文 (2024-8-31以後開放)

摘要(中)

隨著線上購物的普及，線上評論也越來越被重視並成功地發揮其功用。消費者也漸漸依賴線上評論來獲取資訊，來幫助降低網路購物上的風險，做出更好的購物決策。在 Anger in Consumer Reviews(Yin 2021)研究中將評論的幫助性與評論的影響力分開探討，提出即使消費者認為評論沒有幫助，但評論對消費者也會有影響。

此篇探討的主題非常新穎，故本研究以此篇延伸探討，了解不同價格和產品種類是否對評論幫助性和評論影響力會有不同的結果。本研究透過實驗設計來驗證憤怒網路評論、價格、產品種類對幫助性和影響力之關係，最後的研究結果也證實，價格和產品種類有顯著的調節效果，當消費者感知風險時，如:購買高單價產品或是經驗品，會產生歸因偏差以趨避風險，因此當有憤怒的產品評論出現時，會增加其幫助性並有負面的影響力。

摘要(英)

With the popularity of online shopping, online reviews are increasingly valued and successfully used. Consumers are also increasingly relying on online reviews to obtain information to help reduce risks in online shopping and make better shopping decisions. In the Anger in Consumer Reviews (Yin 2021) study, the helpfulness of reviews and the influence of reviews are separately discussed and it proposed that even if consumers think that reviews are not helpful, reviews will have an impact on consumers.
The topic discussed in this article is very novel. Therefore, our study extends the discussion with this article and understand different prices and products whose impact on the review′s helpfulness and attitude. This study uses an experimental design to verify the relationship between angry online reviews, price, and product type on helpfulness and attitude. The final findings also confirm that price and product type have significant moderating effects. When consumers perceive risks, such as buying high-priced products or experiencing products will generate attribution bias to avoid risks, so when anger reviews appear, it will increase their helpfulness and have a negative impact.

關鍵字(中)

★ 網路評論
★ 負面偏誤
★ 情緒
★ 產品種類
★ 價格

關鍵字(英)

★ Online Reviews
★ negativity bias
★ Emotions
★ product type
★ price

論文目次

第一章緒論........................................1
1.1 研究背景與動機..................................1
1.2 研究目的.......................................2
1.3 研究流程.......................................3
第二章文獻探討.....................................4
2.1 網路評論、負面偏誤...............................4
2.2 憤怒網路評論之幫助性......................... ....5
2.3 網路評論之影響力.................................6
2.4 價格...........................................6
2.5 產品類別................................ .......7
第三章研究方法......................................8
3.1 研究架構........................................8
3.2 研究假設........................................9
3.3 實驗設計..............................;.........13
3.4 憤怒評論操縱.....................................15
3.5 研究方法.........................................16
第四章研究結果.......................................17
4.1 敘述型統計分析....................................17
4.2 共變數分析.......................................17
第五章結論及建議.....................................23
5.1 研究結論.........................................23
5.2 研究貢獻與管理意涵.................................24
5.3 後續研究建議......................................25
參考文獻..............................................26
附錄一網路評論表.......................................29
附錄二實驗設計問題......................................31

參考文獻

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指導教授

陳炫碩

審核日期

2022-8-1

推文