| 负向在线点评有效性影响因素研究——基于社会网络视角的实证研究 |
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| 引用本文： | 陈涛,刘旭青.负向在线点评有效性影响因素研究——基于社会网络视角的实证研究[J].上海管理科学,2014(3):12-16. |
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| 作者姓名： | 陈涛 刘旭青 |
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| 作者单位： | 武汉科技大学管理学院,武汉430081 |
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| 基金项目： | 国家自然科学基金项目（71172087）. |
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| 摘 要： | 以Web2．0社区搜索型产品负向点评为对象，依据社会网络理论，研究了负向在线点评发出方特征、发出方与接收方关系特征对负向在线点评有效性的影响。结果表明，发出方最出度正向影响点评的有效性；发出方与接收方互动规模与感知有效性呈弱向关系；互动认同度会增强两者之间的正向关系。
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| 关 键 词： | 负向在线点评 发出方 接收方 互动 有效性 |
Research on the Impact of the Effectiveness of Negative Online Reviews----an Empirical Study based on the Perspective of Social Networks |
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| Chen Tao,LiuXuqing.Research on the Impact of the Effectiveness of Negative Online Reviews----an Empirical Study based on the Perspective of Social Networks[J].Shanghai Managent Science,2014(3):12-16. |
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| Authors: | Chen Tao LiuXuqing |
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| Institution: | Chen Tao, LiuXuqing |
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| Abstract: | Based on social network theory. This paper chooses the negative online reviews of the Web2.0 community as the research target to study the characteristics of the sender, the relationship characteristic between the sender and receiver of the negative online reviews on consumers＇ effectiveness of perception. The results prove that, the sender＇s outdegree positive relates to the effectiveness of negative online reviews, interactive scale presents weak correlation to it and the interactive recognition can increase the positive effect. |
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| Keywords: | negative online reviews sender receiver interactive effectiveness |
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