不同评论效价下的空间距离线索对评论说服力的影响研究  

Research on the impact of spatial distance cues on online review persuasion under different review valence

作　　者：李梦琳 金玉芳[2] LI Menglin;JIN Yufang(Business School,Renmin University of China,Beijing 100872,China;Faculty of Management and Economics,Dalian University of Technology,Dalian Liaoning 116023,China)

机构地区：[1]中国人民大学商学院,北京100872 [2]大连理工大学经济与管理学院,辽宁大连116023

出　　处：《未来与发展》2021年第10期56-62,36,共8页Future and Development

基　　金：国家社会科学基金资助项目:网络评论中的距离信息对评论效果的影响(20BGL124)。

摘　　要：空间定位技术的发展使获得消费者的位置信息成为可能,商家如何利用线上空间距离线索的呈现更好地实现营销效果成为重要的新课题。基于趋避动机原理,本文聚焦于在线评论领域,探究了在不同评论效价下空间距离线索对评论说服效果的差异化影响。本研究提出并验证了空间距离线索与评论效价之间的交互作用对说服力的影响,研究表明近距离评论者的正向评论和远距离评论者的负向评论更具说服力(实验1);不同的评论类型起调节作用(实验2)。本研究将空间距离引入到在线评论的研究中,丰富了其在在线评论领域的研究视角,对线上商家利用空间距离等次要线索提升评论效果具有重要的实践意义。The development of spatial positioning technology makes it possible to obtain the location information of consumers.How to make better use of the online spatial distance cues has become an important new topic.Based on approach-avoidance motivation theory,this paper,focusing on online review field,explores the differential effects of spatial distance cues on the review persuasion under different review valences.In this study,we proposed and verified the interaction between spatial distance cues and review valence on persuasion.We found that positive reviews from closer reviewers and negative reviews from distant reviewers were more persuasive(Experiment 1).Different types of reviews play a moderating role(Experiment 2).This study introduces spatial distance into the study of online reviews,which enriches the research on online review,and has important practical significance for marketers to use spatial distance and other peripheral cues to improve the effect of reviews.

关 键 词：空间距离 评论效价 说服力 趋避反应 

分 类 号：F713.55[经济管理—市场营销]