臺灣博碩士論文加值系統

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。

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.

國立臺北大學103學年度第二學期學位論文提要 I
ABSTRACT II
Table of content III
LIST OF FIGURE IV
LIST OF TABLES VI
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 Literature review and hypotheses 3
2.1. eWOM and online customer review 3
2.2. Negativity Bias and Review Usefulness 3
2.3. Affective Strength 11
2.4 Product Type 11
2.5. Review concreteness 12
2.6. Readability 13
CHAPTER 3 EMPIRICAL STUDY 15
3.1.1 Sample 15
3.1.2 Procedure 15
3.1.3 Measurement 16
3.1.4 Data analysis of mediator 19
3.1.5 Search goods Data analysis 22
3.1.6 Experience product Data analysis 33
3.1.7 Data analysis of product type 44
3.1.8 Hypothesis of all product 45
CHAPTER 4 CONCLUSIONS 46
4.1Discussion 46
4.2Theoretical implication 47
4.3Practical implication 48
4.4Research restrictions and future suggest 48
Reference 49
Appendix A: An Example of Customer Review on Amazon.com 52
Appendix B: Process of data collection 52
Appendix C: Introduction of Crawler software 53
Appendix D: Introduction of LIWC 76
Appendix E: Introduction of Readability 80
簡歷 86
著作權聲明 87

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