外文翻譯---促使消費者網(wǎng)上評價產(chǎn)品的原因分析(存儲版)
【正文】 d concern for others) H5a: The propensity to post online reviews about a movie is negatively related to the number of previously posted reviews about the same movie. (Concern for others) H5b: The propensity to post online reviews about a movie is positively related to the number of previously posted reviews about the same movie. (Self involvement and social benefits) Note that H1H4 are consistent with both pure altruism and at least one other theory of WOM motives. Therefore, empirical support for these hypotheses does not allow us to draw sharp conclusions regarding the motivations behind online product review contributions. Hypotheses 5a/5b can help resolve this potential ambiguity.4. Dataset Our data set consists of consumer and professional critic reviews posted on Yahoo! Movies for 104 movies that were released in the . during 2002, together with detailed production and weekly box office data for the same movies. It consists of 104 movies, 1,392 critic reviews (an average of 13 reviews per movie), and 63,889 user reviews from 46,294 individual users (an average of 614 reviews per movie and reviews per user). Even after we adjust for differences in box office volumes, the data set exhibits substantial variance with respect to the volume of consumer reviews that have been contributed for different movies. This implies variability in the purchasing population’s average propensity to review different movies online.5. Conclusions We find that a purchasing population’s average propensity to review a movie online has: (1) a Ushaped relationship with the average valence of that movie’s reviews。即使我們控制所吸引人群的內(nèi)在溝通習慣的差異，這一結(jié)果依然很顯著。它包括104部電影，1392評論家評論（平均13％的電影評論）從46294個人用戶中選出的（％，用戶的評論614的評論）用戶評論。（自我參與和關心他人）H4：在線審查一部電影的傾向與那部電影的感知的可用性是負相關的。在我們設置的背景下，其他影迷已經(jīng)發(fā)布了大量的網(wǎng)上評論后，擠出效應會轉(zhuǎn)化為一個下降的傾向?qū)τ陔娪暗木W(wǎng)上評論。（2）公共物品的理論貢獻在線產(chǎn)品評論代表的是經(jīng)濟學家所說的公共利益實例：人們花費時間和努力在他們的個人捐助者，一旦為社會所知曉，其利益就會延伸到整個社會。通過尋找產(chǎn)品在特定前提下的在線評論，我們的工作為這方面的研究開辟了新的方向。因此，有些公司利用這種現(xiàn)象，積極努力通過各渠道來使消費者在網(wǎng)上關注他們的產(chǎn)品（Godes等，2005）。最后，我們的研究特別注重網(wǎng)上媒介的一些特別的屬性，如之前發(fā)布的意見的知名度和持久性等，對后來的訪問者參與一個產(chǎn)品在線評價意愿的影響。（貝克爾，1974；伯恩海姆，1986；Andreoni，1989）。列出的動機類別包括括號內(nèi)的每個假說。（自我參與和社會福利）需要注意的是H1 H4與純粹的利他主義和口碑的動機至少有一個其他理論相一致。 結(jié)論我們發(fā)現(xiàn)，采購人口的平均消費傾向?qū)τ谠u論在線電影有：（1）一個U形的關系??與平均價的那部電影的評論；（2）與該影片的營銷預算的正相關關系；（3）與專業(yè)評論之間的分歧水平的正相關關系那部電影；（4）與屏幕電影展的負相關關系；（5）與以前發(fā)布的評語數(shù)量相同的正相關關系。浙江萬里學院現(xiàn)代物流學院 大學生在線產(chǎn)品評價參與意向影響因素分析附錄四：外文文獻原文Title：What motivates consumers to review a product online？——A study of the productspecific antecedents of online movie reviewMaterial Source：Consumer Reports, 2006 Author：Chrysanthos Dellarocas a
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