会员身份对在线评论感知有用性的影响:ERPs研究  

ERPs Study on the Effect of Reviewer's Membership on Perceived Review Usefulness

作　　者：凌斌[1] 薛金霞 孙丽君 LING Bin;XUE Jin-xia;SUN Li-jun(Business School,Hohai University,Nanjing 211100,China;Arts College,Nanjing University of Aeronautics and Astronautics,Nanjing 211106,China)

机构地区：[1]河海大学商学院,南京211100 [2]南京航空航天大学艺术学院,南京211106

出　　处：《应用心理学》2023年第5期408-415,共8页Chinese Journal of Applied Psychology

基　　金：中央高校基本科研业务费专项资金资助(B220207022)。

摘　　要：采用事件相关电位技术,探讨会员身份和评论效价对在线评论感知有用性的影响。行为结果表明,VIP的评论比非VIP的更加有用,差评比好评更加有用。脑电结果显示,与VIP比,非VIP条件诱发更大的N2成分,表明个体对非VIP的评论信息投入更多的注意资源;评论效价诱发的LPP效应受到会员身份的调节,即VIP的差评比其好评诱发了更大的LPP波幅,表明VIP身份强化了在线评论的情绪唤醒水平。研究结果为评论有用性感知的身份特征加工提供了神经数据支撑。The purpose of the present study is to explore the effect of membership status and review valence on the perceived usefulness of online reviews with an approach of the Event-Related Potentials(ERPs).The behavioral results showed that the perceived review usefulness was higher in the VIP condition than in the non-VIP condition,and was higher in the negative review condition than in the positive review condition as well.ERPs results showed that compared with VIP,the non-VIP condition induced greater N2amplitudes,indicating that individuals invested more attention resources in non-VIP comment information.The LPP effect induced by comment valence was moderated by membership status,that is,the negative comments of VIP evoked larger LPP amplitude than the positive comments,indicating that VIP status enhanced the emotional arousal level of online reviews.The results provide neural data support for the processing of identity features of useful knowledge in reviews.

关 键 词：VIP会员 在线评论 感知有用性 ERPS 

分 类 号：B849[哲学宗教—应用心理学]