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购物网站的兴起,使顾客评论的传播范围得到极大扩展。但网络口碑具有显著不同于传统口碑的特征,消费者需要在重要背景资料缺位的情况下,进行网络口碑可信度和有用性的判断。本研究以淘宝网用户评价为例,采取焦点小组访谈的方法,重点探析消费者对网络口碑进行判断和感知的方式,尤其是其中的认知偏见部分。研究发现,在网购情境下,消费者对网络口碑经常采用启发式和直觉式判断。具体表现包括:看重数量,仅凭对数量的直觉和经验来下结论;偏好长评论,认为说得越多、描述得越详细就越可信;偏好和信赖负面口碑,消极偏见表现明显;质疑一边倒的好评,对评论的好坏组合进行预先的主观设定。启发式的思考方法,一方面极大地提高了人们的决策效率,大多数时候也很奏效,但另一方面也不可避免地会导致一些认知偏见和决策失误。
The rise of shopping sites, so that the scope of the spread of customer comments have been greatly expanded. However, the internet word-of-mouth has a feature that is significantly different from the traditional word-of-mouth. Consumers need to judge the credibility and usefulness of the internet word-of-mouth if the important background information is absent. Taking Taobao user evaluation as an example, this study adopts a focus group interview method to focus on consumers’ ways to judge and perceive online word of mouth, especially the part of cognitive bias. The study found that in the context of online shopping, consumers often use heuristic and intuitive judgment on Internet word of mouth. Specific performance includes: value of the number, just by the amount of intuition and experience to come to a conclusion; preferred long comment, that the more you say, the more detailed description of the more credible; negative preferences and trust negative public opinion, negative bias obvious; questioned One-sided praise, the comment on the combination of good and bad pre-set subjective. The heuristic method of thinking, on the one hand, has greatly improved people’s decision-making efficiency, most of the time also worked, but on the other hand will inevitably lead to some cognitive bias and making mistakes.