外文翻譯---促使消費(fèi)者網(wǎng)上評(píng)價(jià)產(chǎn)品的原因分析-免費(fèi)閱讀
【正文】 (2) a positive relationship with that movie’s marketing budget。其結(jié)果是產(chǎn)生一個(gè)關(guān)于產(chǎn)品的“在線流言”的營(yíng)銷(xiāo)活動(dòng)的有興趣的影響，另一個(gè)有趣發(fā)現(xiàn)是，以前發(fā)布的大量評(píng)論使觀眾對(duì)同一部電影發(fā)表評(píng)論的傾向更大，即使過(guò)去有一定的量，增加額外的評(píng)語(yǔ)是不可能添加已經(jīng)說(shuō)過(guò)的一點(diǎn)。即使我們調(diào)整票房量的差異，數(shù)據(jù)集已經(jīng)具有了尊重已經(jīng)為不同電影作出貢獻(xiàn)的消費(fèi)者的評(píng)論的數(shù)量的實(shí)質(zhì)性方差。（自我參與和關(guān)心他人）H5A：以前發(fā)布有關(guān)于同一部電影的評(píng)論與再次發(fā)布的傾向是負(fù)相關(guān)的。測(cè)試存在這樣的效果，使我們能夠區(qū)分的行為模式，否則將被歸屬到多個(gè)動(dòng)機(jī)類(lèi)別的可能動(dòng)機(jī)。經(jīng)濟(jì)理論所預(yù)言的，當(dāng)很多人共享公共物品的使用，有一個(gè)過(guò)度使用（“公地悲劇”）的激勵(lì)，而當(dāng)人們共享的義務(wù)是為他們提供時(shí)，他們往往供應(yīng)不足。在HennigThurau等的關(guān)于是什么促使消費(fèi)者在網(wǎng)上評(píng)論的研究后，我們的研究著重于了解什么特定產(chǎn)品屬性可以解釋消費(fèi)者平均消費(fèi)傾向的變化，使人們發(fā)布有關(guān)于給定類(lèi)別中個(gè)別商品的在線評(píng)價(jià)。 附錄三：外文文獻(xiàn)譯文標(biāo)題：促使消費(fèi)者網(wǎng)上評(píng)價(jià)產(chǎn)品的原因分析——基于在線電影評(píng)論由來(lái)的研究資料來(lái)源：消費(fèi)者報(bào)告，2006 作者：Chrysanthos Dellarocas and Ritu Narayan 簡(jiǎn)介近年來(lái)，在線產(chǎn)品評(píng)價(jià)的論壇對(duì)于消費(fèi)者在產(chǎn)品選擇上所產(chǎn)生的影響已與日俱增。此外，在關(guān)于這一主題的最早的文獻(xiàn)調(diào)查的基礎(chǔ)上，我們的工作也參考了從互聯(lián)網(wǎng)上收集的輔助數(shù)據(jù)，并作出了以實(shí)際行為為基礎(chǔ)的觀察推論。行為經(jīng)濟(jì)學(xué)的一個(gè)相當(dāng)長(zhǎng)的論段試圖解釋司機(jī)對(duì)社會(huì)的公益貢獻(xiàn)。 假設(shè)借鑒口碑的動(dòng)機(jī)，我們根據(jù)討論的理論框架提出假設(shè)。（關(guān)心他人）H5B：以前發(fā)布有關(guān)于同一部電影的評(píng)論數(shù)量與再次參與有關(guān)電影網(wǎng)上評(píng)論的傾向呈正相關(guān)。這意味著在購(gòu)買(mǎi)人口的平均消費(fèi)傾向的變異評(píng)論網(wǎng)上不同的電影。這是設(shè)計(jì)在線產(chǎn)品討論社區(qū)的潛在影響的結(jié)果，因?yàn)樗砻鳎瑥纳鐣?huì)的角度來(lái)看，有可能會(huì)存在消費(fèi)者參與在線評(píng)論的方式效率低下。 (3) a positive relationship with the level of disagreement among professional reviews for that movie。 it follows directly from the definition of pure altruism: if a third party (say, the government) steps in and makes large donations to a charity organization, donations from private individuals will make less of a difference to that organization’s causes. In the context of our setting, the crowdingout effect would translate to a decreased propensity to post online reviews for movies for which other moviegoers have already posted large numbers of online reviews. Testing for the presence of such an effect allows us to distinguish between the likely motives of patterns of behavior that would otherwise be attributable to multiple motivational categories.3. Hypotheses We develop our hypotheses by drawing upon the theoretical frameworks on the motives of WOM we discuss above. We list the motivational categories that are consistent with each hypothesis in brackets. If our submission is accepted we will provide a detailed discussion of each hypothesis at the workshop. H1: The propensity to post online reviews is higher for movies that are perceived by consumers to be exceptionally good or exceptionally bad. (Product involvement and concern for others) H2: The propensity to review a movie online is positively related to that movie’s marketing effort. (Message involvement) H3: The propensity to review a movie online is positively related to the amount of public disagreement about that movie’s quality. (Self involvement and concern for others) H4: The propensity to review a movie online is negatively related to that movie’s perceived availability. (Self involvement an
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