口碑有用性的負面偏誤效應: 植基於實際口碑資料之情感分析

A study of negativity bias effect of usefulness of word of mouth based on sentiment analysis of actual online customer reviews

李明哲(Li Ming-Zhe)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2015年)

摘要

人們可能認為一些口碑（WOMs）比其他口碑更有用，而評論評價，情緒，和具體性可能是影響人們感知評論有用性的前置因子。本研究收集Amazon.com線上顧客評論，共87,500筆有效資料，並進行回歸分析和偏最小平方（PLS）分析來分析數據。調查結果表明，負面偏誤確實存在，即負面評論比正面評論更有用。此外，研究還指出，線上顧客評論過多的正面情緒表達會被認為不太有用。然而，線上顧客評價中有更多的負面情緒詞表達被認為更加有用，且線上客戶評論長度較長的評論被認為更加有用比起較短的線上顧客評論。

關鍵字

負面偏誤 ； 評論有用性 ； 網路口碑(eWOM ； 情緒

並列摘要

Negativity bias, a kind of psychology effect, which indicates people perceived more influence in negative reviews than positive reviews in eWOM field. This Empirical research collect 88,250 online customer reviews in Amazon.com to conduct an OLS regression analysis and Partial Least squares (PLS) analysis. The finding reveals negativity bias does exist, which indicates negative reviews are more usefulness than positive reviews. From the perspective of sentiment analysis, the research also find that online customer reviews with more positive emotion expression are perceived less usefulness, however, online customer reviews with more negative emotion expression are perceived more usefulness. In addition, online customer reviews with review length lager are perceived more usefulness than online customer reviews with review length shorter.

並列關鍵字

negativity bias ； review usefulness ； Word-of-mouth (WOM) ； emotion

參考文獻

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