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本文针对追加评价这一新型评价模式,研究包含反转负面追加评价的评价信息对在线消费者态度矛盾性的影响。通过研究实验和方差分析发现,包含反转负面追加评价的评价信息对在线消费者的作用呈现负面影响,从而使消费者态度矛盾性提升,其影响力大于一般形式的负面评价信息;追加的形式和反转的极性特征对消费者由于态度矛盾性水平差异带来的评价信息偏颇吸收行为具有缓解作用,从而降低积极态度对于负面评价信息的抵御能力。
This article aims at the new evaluation model of additional evaluation, and studies the impact of the negative evaluation of negative additional evaluation on the contradictory attitude of online consumers. Through the research experiment and analysis of variance, it is found that the evaluation information including negative negative additional evaluation has a negative impact on the role of online consumers, so that the consumer’s attitude is more contradictory, and its influence is greater than the negative evaluation information of general form. The additional form And reversal of the polarity of the consumer bias due to differences in the attitude of the evaluation information bias absorption has a mitigation effect to reduce the positive attitude of the negative evaluation of information resilience.