不同情感强度的负面在线评论对消费者态度的影响——基于调节定向理论的实验研究  

The Impact of Negative Online Comments with Different Emotional Intensities on Consumers’Attitude Changes:Experimental Study Based on the View of Regulatory Focus

作　　者：刘鲁川[1] 孙怡璐 Liu Luchuan

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250001

出　　处：《情报理论与实践》2020年第5期163-169,共7页Information Studies:Theory & Application

基　　金：国家自然科学基金项目“信息过载背景下社交媒体用户的负面情绪与消极使用的发生机理研究”(项目编号:71774101);国家自然科学基金项目“社会化阅读服务用户持续使用的行为机理研究”(项目编号:71373144)的成果。

摘　　要：[目的/意义]探究不同情感强度的在线评论对消费者态度的影响,对商家的营销策略和客户关系管理具有一定的借鉴意义。[方法/过程]基于调节定向理论,将246名被试分为预防定向和促进定向两种消费者类型,并通过情境模拟实验,探讨了不同情感强度的负面在线评论对消费者态度改变的影响。[结果/结论]中等情感强度的负面评论对消费者的态度改变更大;不同调节定向特质在情感强度对消费者的态度改变中存在差异,强情感强度的负面评论使预防定向消费者的态度改变更大,中情感强度的负面评论对促进定向消费者的态度改变更大,而不同消费者在弱情感强度评论下的态度改变不显著。[Purpose/significance]Exploring the impact of online comments on different emotional strengths on consumer attitudes has certain reference significance for merchants’marketing strategies and customer relationship management.[Method/process]Based on the theory of regulating orientation,this paper explores the impact of negative online comments on the attitudes of consumers with different emotional strengths through simulation experiments on 246 participants.[Result/conclusion]The results show that the negative comments of moderate emotional intensity change the attitude of consumers more;the different regulatory focus’traits have differences in the attitudes of emotional intensity to consumers,and the negative reviews of strong emotional intensity make the attitude of prevention focused consumers change more,the negative reviews of moderate emotional intensity have a greater change in attitudes toward the promote focused consumers,while attitudes of consumers with different adjusted orientations are not significantly changed under weak emotional intensity comments.

关 键 词：情感强度 调节定向 态度改变 负面评论 实验研究 

分 类 号：F274[经济管理—企业管理]