首都经济贸易大学学报2018，Vol.20Issue(4)：105-112,8.DOI:10.13504/j.cnki.issn1008-2700.2018.04.012
在线评论中消费者自主评价偏差效应研究综述
Research Review of Consumer's Self-Directed Evaluation Bias Effect in Online Reviews
摘要
Abstract
By focusing on the positive deviance among online reviews in China ,it is found that cognitive differ-ences based on construal theory hardly reflects the practical value about online reviews from customers ,such as"re-turn on good common".At the same time ,it is inadequate to illustrate a dynamic change about product evaluations from customers if the research is only based on self-determination theory.Therefore,the mechanism of consumer self-directed evaluation bias formation ( cognitive differences mechanism and motivation mechanism ) is proposed which is based on construal level theory and self-determination theory;at the same time ,the integrated model about consumer independence evaluation bias can be created .According to a large number of researches ,three future re-search directions are also pointed out .关键词
在线评论/消费者自主评价偏差/解释水平/认知差异/动机Key words
online reviews/consumers' self-directed evaluation bias/construal level/cognitive differences/mo-tivations分类
管理科学引用本文复制引用
黄苏萍,武文静,马姗子..在线评论中消费者自主评价偏差效应研究综述[J].首都经济贸易大学学报,2018,20(4):105-112,8.基金项目
北京市教育委员会科研计划项目 "新媒体情境下北京老字号品牌怀旧营销策略研究" (SM201410038010) （SM201410038010）
首都经济贸易大学研究生科技创新重点项目 "消费者优化在线评论的心理动机研究" （）
