Why posters contribute different content in their positive online reviews: A social information-processing perspective
Why posters contribute different content in their positive online reviews: A social information-processing perspective
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为什么发帖者在积极的在线评论中贡献不同的内容：社会信息处理的角度
DOI：
10.1016/j.chb.2018.01.009
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发表时间：
2018-05
影响因子：
9.9
通讯作者：
Wang Xiucun
中科院分区：
文献类型：
--
作者：
Yan Liping;Wang Xiucun
对于服务经理和营销人员来说，了解发布在线评论的动机变得越来越重要。以往的研究主要集中在影响消费者在线评论意愿的因素上，而很少关注评论者在评论中贡献不同内容的原因。本研究的目的是确定各种类型的积极的在线评论的内容，并调查影响他们的机制。研究1进行了内容分析，以验证三种类型的积极评价：赞美，建设性和亲社会。研究2设计了一个评价三种类型评论的量表，并对526名中国在线旅游网站的会员进行了问卷调查，采用结构方程模型对研究假设进行了检验。赞美性和建设性的评论都与发帖者对企业赞赏和真诚的信念呈正相关，企业对在线评论的回应促进了这一信念。赞美评论与海报的积极情绪呈正相关，但负面影响的信念，一家公司的业绩驱动的动机，这是由一家公司的在线评论的要求。服务质量调节了这种负向关系。同伴的赞赏和同伴的亲社会信息贡献对同伴需要信息支持的信念产生了积极影响，这反过来又对亲社会评论产生了积极影响。
It is becoming increasingly important for service managers and marketers to understand motivations for posting online reviews. Previous studies mainly focused on factors influencing consumers' willingness to post online reviews, but paid little attention to why posters contribute different content in their reviews. This study aimed to identify various types of positive online reviews in terms of their content and to investigate the mechanisms that influence them. Study 1 conducted a content analysis to verify three types of positive reviews: complimentary, constructive, and prosocial. Study 2 developed a scale to evaluate the three types of reviews and surveyed 526 members of online travel websites in China to test our hypotheses with structural equation modeling. Both complimentary and constructive reviews were positively related to posters' beliefs about firms' appreciation and sincerity, which were promoted by firms' responses to online reviews. Complimentary reviews were positively associated with posters' positive emotions, but negatively affected by belief about a firm's performance-driven motive, which was induced by a firm's request for online reviews. Service quality moderated this negative relationship. Appreciation from peers and peers' prosocial information contributions had a positive effect on the belief that peers' need information-support, which in turn, positively affected prosocial reviews.
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影响因子：
2.8
作者：
L. Greenberg;J. Safran
通讯作者：
L. Greenberg;J. Safran
影响因子：
2.8
作者：
Mark Wendlandt;Ulf Schrader
通讯作者：
Mark Wendlandt;Ulf Schrader
DOI：
--
发表时间：
2012-11
期刊：
--
影响因子：
--
作者：
C. Anderson
通讯作者：
C. Anderson
影响因子：
6.7
作者：
Michael A. Jones;Valerie A. Taylor;K. Reynolds
通讯作者：
Michael A. Jones;Valerie A. Taylor;K. Reynolds
关于餐厅的正面和负面口碑：探索属性表现的不对称影响
影响因子：
5
作者：
Ziqiong Zhang;Zili Zhang;Rob Law
通讯作者：
Rob Law