http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
THE EFFECT OF POSITIVE-FRAMING DESIGN ON ATTRIBUTE EVALUATIONS
Ziqiong Zhang,Jing Lei,Peiliang Sun,Zili Zhang 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Some digital platforms introduced a novel positive-framing design in the multi-dimensional rating system, which framed the attribute with positive words for consumers to rate. The results from a cross-platform quasi-natural experiment show that the positive-framing design can increase the rating scores compared with the traditional non-positive framing design.
Promotion or Prevention? The Moderating Effect of Embedded External Reviews on Consumer Evaluations
Ziqiong Zhang,Le Wang,Shuchen Qiao,Zili Zhang Smart Tourism Research Center 2023 Journal of smart tourism Vol.3 No.3
Given the increasing information overload among users of online review websites, understanding the manner in which cognitive costs are reduced and efficient information is made reliable has become increasingly important. This study targets a unique consumer review design and explores how reviews from an external peer-to-peer site embedded in an online travel agency (OTA) website influence subsequent evaluation behaviors. The empirical results indicate that (1) embedded external reviews with a high average valence tend to strengthen the influence of the positive evaluation ratio while diminishing the effect of the review volume, and (2) embedded external reviews with a large variance strengthen the positive effect of the review volume while weakening the effect of the positive evaluation ratio on subsequent positive evaluations. The findings provide practical insights for consumers and online platforms.