无图无真相?图片和文字网络评论对服务产品消费者态度的影响  

No Picture,no Truth? The Affect of Pictorial and Verbal Service Online Reviews on Consumer Attitudes

作　　者：杨颖[1,2] 朱毅[2,3] 

机构地区：[1]重庆师范大学地理与旅游学院,重庆400047 [2]西南财经大学工商管理学院,成都610074 [3]香港中文大学社会学系

出　　处：《心理学探新》2014年第1期83-89,共7页Psychological Exploration

基　　金：重庆师范大学博士启动基金项目(13XWB026)

摘　　要：图片和文字是网络评论的两种主要形式。该研究以酒店产品为例,通过两个实验考察了图片和文字网络评论在不同时间距离和社会距离情境下对服务产品消费者态度的影响。实验一结果表明,远期消费者产品态度受到文字评论影响更大;而近期消费者受到图片评论的影响更大。实验二结果表明,与评论者社会距离远的消费者态度受到文字评论的影响更大;与评论者社会距离近的消费者受图片评论的影响更大。最后,提出了管理建议。Pictures and words axe main presentation formats of online reviews. In the current study, two experiments were conducted to test the hypothesis that temporal and social distances changed the impact of pictorial and verbal hotel online reviews on consumer product attitude. Results of Experiment 1 demonstrated that when booking a hotel for the distance future, participants were more persuaded by the verbal reviews;when booking a hotel for the near future, in contrast, participants were more persuaded by the pictorial reviews. Results of Experiment 2 demonstrated that participants who in the far social distance condition were more persuaded by the verbal reviews ; participants who in the close social distance condition were more persuaded by pictorial reviews. The findings are the basis of further research into online reviews and can serve as an inspiration for marketing practices.

关 键 词：解释水平理论 网络评论 图片评论 文字评论 

分 类 号：B848[哲学宗教—心理学]