锚定效应在网络口碑领域中的考察:以豆瓣电影在线评分为例  

An empirical study of on anchoring effect in the field of of online word-of-mouth:Take Douban movie's online rating system as an example

作　　者：陈素白[1] 章怡成 高诗劼[3] 

机构地区：[1]厦门大学新闻传播学院 [2]弗吉尼亚大学麦金泰尔商学院 [3]厦门大学新闻传播学院广告系

出　　处：《国际新闻界》2016年第3期34-48,共15页Chinese Journal of Journalism & Communication

摘　　要：在营销活动网络化和消费者决策路径发生转向的新形势下,网络口碑这一基于互联网平台产生并传播的受众反馈信息逐渐成为营销方、消费方等多不同主体重点关心的对象。本研究以锚定效应理论作为切入视角,通过实验方法探讨基于互联网平台的评分类型网络口碑信息中是否存在锚定效应。实验研究发现:(1)以豆瓣为代表的网络电影评分中存在着锚定效应;(2)高锚使消费者打分偏高、低锚使消费者打分偏低;(3)预警对评分中的锚定效应存在影响。最后,研究通过对照组实验进行数据收集,改良了锚定效应的经典研究范式,并为电影营销、口碑网站、电子商务提供网站优化改进和营销策略建议。In the network era, the online word-of-mouth, based on the generation and dissemination of intemet information, plays an essential roles in marketing and draws more and more attention. Via experiments, this study concems about the anchoring effect in the field of online word-of-mouth, exploring whether it exists and how does it work. The study found finds that （1） anchoring effect exists in the Douban movie＇s rating system; （2）consumers＇ rating is proportional to the level of anchor value; （3）early warning has an impact on the anchoring effect in the rating. Finally, this study has improved the classic study forms of the anchoring effect through data analysis on control-groups experiment, and provides some suggestions for to movie marketing, online word- of-mouth websites and electronic commerce.

关 键 词：网络口碑 锚定效应 电影评分 豆瓣网 

分 类 号：G206-F[文化科学—传播学]