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Computer-mediated persuasion in online reviews: Statistical versus narrative evidence

机译:在线评论中的计算机介导说服力:统计和叙述证据

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The current study examined the effects of online product reviews on individuals' credibility perceptions of the reviews and their attitudes about the product targeted in the reviews. Study 1 used a 2 (review type: statistical and narrative) × 2 (review valence: negative and positive) design, and study 2 used a 2 (statistical review valence: positive and negative) × 2 (narrative review valence: positive and negative) design. The findings of study 1 were consistent with those of study 2 and indicated that negative statistical reviews were perceived as more credible than negative narrative reviews, while the credibility of positive statistical reviews did not differ from that of positive narrative reviews. On the other hand, statistical reviews and narrative reviews did not differ in terms of affecting individuals' attitudes about the product. The current study also found that the vividness and valence of each review type had varying effects on review credibility and attitudes about the product. The implications of these and other findings are discussed in detail in the paper.
机译:本研究研究了在线产品评论对个人对评论的可信度感知以及他们对评论所针对产品的态度的影响。研究1使用2(评论类型:统计和叙述)×2(评论价:阴性和阳性)设计,研究2使用2(统计评论价:正面和阴性)×2(叙述评论价:正面和负面)设计。 )设计。研究1的结果与研究2的结果一致,表明负面的统计评论被认为比负面的叙事评论更可信,而积极的统计评论的可信度与正面的叙事评论没有区别。另一方面,统计评论和叙述评论在影响个人对产品的态度方面没有区别。当前的研究还发现,每种评论类型的生动性和效价对评论信誉和对产品的态度都有不同的影响。这些和其他发现的含义将在本文中详细讨论。

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