Web2.0环境下在线负面评论及商家回复研究述评  

作　　者：李爱国[1] 邓召惠 毛冰洁 

机构地区：[1]重庆理工大学管理学院

出　　处：《企业经济》2017年第1期115-121,共7页Enterprise Economy

基　　金：重庆市高校创新团队计划"企业战略与技术创新"(项目编号:2013CJ46);重庆市自然基金项目"基于IT治理机制的国有企业治理绩效实证研究"(项目编号:cstc2012jj A00027);重庆理工大学研究生创新基金项目"网络商家回复在线负面评论对产品销量的影响实证研究"(项目编号:YCX2015238)

摘　　要：随着网络电商平台的强势崛起,网络购物正逐渐渗透并改变消费者的日常生活,同时在线评论也以一种新型口碑形式得到了国内外学者的大量关注。本文从研究方法、内容等方面对在线负面评论及商家回复影响消费者购买决策进行全面梳理和分析,提出专门针对在线负面评论及商家回复的多维度研究框架,并总结现阶段相关研究的重点与不足。研究发现:在线负面评论对消费者购买决策具有显著负向影响;商家回复本身隐含着对潜在消费者在线行为的影响,并间接作用于消费者购买决策,应该被当作与在线负面评论具有相同影响效应的因素。最后,本文提出后续研究可从研究视角、内容及方法上予以关注。With the strong rise of the e-commerce supplier network platform, online shopping has gradually entered and changed the daily life of consumers, while online reviews in the form of a new type of word of mouth have attracted the attention of domestic and foreign scholars. From the aspects of research method and content, we systematically analyze the effects of online negative reviews and merchant replies, put forward specifically multi-dimensional research framework for online negative reviews and merchant replies, and summarize the key points and shortages of related research. The study concludes that merchant replies imply a potential impact on consumers＇ online behaviors, and makes indirect effects on consumer purchasing decisions, which should be treated with the same factors as online negative reviews. At the end of this paper, we put forward the following research can be focused on the research perspective, content and methods.

关 键 词：在线评论 在线负面评论 商家回复 购买决策 

分 类 号：F724.6[经济管理—产业经济]