negative evaluation in online shopping and csr

1、目錄目錄一、前置部分.1（一）封面.1（二）英文、中文摘要和關鍵詞.1（三）目錄.2二、主體部分.4（一）正文.4（二）注釋.6（三）參考文獻 (References).10三、后置部分.18(一)附錄.18(二)致謝.18（三）過程檢查表.18（四）答辯記錄登記表.18四、注意事項.19（一）論文正文中的引用格式，供參考：.19（二）頁碼 （放在頁面底端中間）.19 （三）圖表使用格式. 20（四）整份論文包含的內容.21ABSTRACTUnder the Web 2.0 environment, which pays attention to user interaction, onlin

2、e shopping has become a new form of shopping, and shows a rapid development trend. Consumer online reviews derived from online shopping have attracted wide attention from researchers at home and abroad. More and more businessmen begin to realize the importance of winning positive reviews in marketin

3、g, and gradually attach importance to and use business responses to eliminate the negative impact of reviews. However, the internal mechanism of retailersresponse in the process of negative reviews affecting consumers purchase decision-making has not been clarified in the existing research. Based on

4、 this, this paper incorporates online negative reviews and retailer responses into the online reviews research system. Empirical tests show that both of them work together on the internal mechanism of consumerspurchase decisions and propose corresponding marketing strategies, which enriches the theo

5、ry of online word-of-mouth and provides a reference for online retailers marketing practice.Keywords：摘要摘要在注重用戶交互作用的 Web 2.0 環(huán)境下，在線購物成為一種新型購物形式，并呈 現(xiàn)快速發(fā)展的態(tài)勢。由在線購物衍生出的消費者在線評論受到國內外研究者的廣泛 關注，越來越多的商家開始認識到贏得正面評論的重要營銷意義，并逐步重視和利 用商家回復來消除負面評論的不利影響。但商家回復在負面評論影響消費者購買決策過程中發(fā)揮作用的內在機制在現(xiàn)有研究中尚未得以明晰?；诖?，本文將在線負面評論與商家回復

6、同時納入在線評論研究體系，實證檢驗兩者共同作用于消費者購 買決策的內在機制并提出相應的營銷策略，豐富了網(wǎng)絡口碑理論，也為網(wǎng)絡商家營 銷實踐提供借鑒。 關鍵詞：關鍵詞：CONTENTSChapter One Introduction.11.1 The Definition of Evaluative Utterances.31.1.1 The Definition of Negative Evaluation.11.1.2 The Definition of Positive Evaluation.11.3 The Function of Evaluative Utterances.31.2.1

7、 Negative Evaluation.21.2.2 Positive Evaluation.21.3 The value of Evaluative Utterances .31.3.1 Differences between Negative Evaluation & Positive Evaluation.31.4 The Definition of CSR.3Chapter Two Literature Review.62.1 Previous Research on Negative Evaluation .62.2 Studies Related to Online Cu

8、stomers Negative Evaluation.62.3 The Application of Negative Evaluation.82.4 Summary.8Chapter Three Case Study.113.1 Data Sources.113.1.1 Study Sample Selection.113.1.2 Data Acquisition.123.2 Data Analysis Results.133.2.1 High Frequency Feature Words in Negative Evaluation .133.2.2 Customer Negative

9、 Evaluation Content Semantic Network.133.2.3 Contents of Negative Customer Evaluation.143.2.4 Ways of Dealing with Customers Negative Assessment (Bad Assessment) by Business Operators.153.2.5 Relevance between Response and Negative Customer Assessment.173.2.6 Response to Negative Customer Assessment

10、.193.3 Research conclusions .19Chapter Four CSR Information Feedback from Negative Assessment Contents and Responses .214.1 CSR in Online Shopping.214.2 How Negative Assessment Acts on CSR.224.3 The Comparison of the Negative Evaluations of Xaomi & Vivo on CSR.244.3.1 The CSR of Xiaomi.244.3.2 T

11、he CSR of Vivo.254.3.3 The Similarities & Differences .254.4 Analysis Conclusions.26Chapter Five Conclusion.275.1 Major Findings of the Study .275.2 Limitations of the Study.275.3 Suggestions for Future Research.28References.291Chapter One Introduction1.1 The Definition of Evaluative Utterances

12、1.1.1 The Definition of Negative EvaluationThe so-called negative evaluation is that the evaluation subject makes a negative judgment on the value or significance of the evaluation object according to certain criteria, determines that it can not meet the needs or needs of the subject, and indicates

13、certain negative emotions, attitudes or positions. Therefore, negative evaluation includes not only the negative and disapproving attitudes and positions of the evaluation subject, but also negative emotions such as query, anger, blame, complaint and even criticism and scolding when the evaluation s

14、ubject makes negative judgments.1.1.2 The Definition of Positive EvaluationPositive evaluation is based on the shortcomings of negative evaluation, but we must realize that positive evaluation is not a complete negation or subversion of negative evaluation analysis. Both of them are interrelated in

15、philosophy. Like negative and positive evaluation analysts, language is regarded as a social basis rather than a superstructure. In response to the negative evaluation and analysis of various social contradictions, the theoretical basis and analytical methods used, on the contrary, advocate the use

16、of a positive and constructive attitude, advocating the creation of a harmonious society. We should see that positive evaluation analysis originates from negative evaluation analysis. It uses a positive rather than a negative attitude to interpret discourse. Its purpose is to establish a discourse a

17、nalysis model that points to a harmonious society.21.2 The Function of Evaluative Utterances 1.2.1 Negative Evaluation As the first factor of information influence, the sender of online comment information is the information creator, initiator and disseminator. Its characteristics are decisive to th

18、e quality and quantity of word-of-mouth information. As the main body of the dissemination of negative comments, the dissemination ability, motivation and credibility of the sender of online negative comments are the main factors affecting the dissemination effect, and there is a difference in the i

19、ntensity of positive relationship between the sender and the receiver, that is, the closer the relationship between the two parties, the higher the credibility of the sender, the more obvious the impact on the dissemination effect; and the conclusion of this study is poor. On the other hand, Shi Xia

20、ona (2012) analyzed the relationship between negative online word-of-mouth senders and receivers from the two dimensions of professionalism and relationship intensity. The research shows that there is no significant impact on consumerspurchase intention. The reason is that consumers will collect a l

21、arge amount of information from anonymous people through the network channel as a reference signal before they make purchase behavior due to the psychological influence of risk aversion. In other words, there is no necessary dependence between the sender and the receiver of negative online word-of-m

22、outh information 14; Verhagen et al. (2013) based on the theory of cognitive imbalance, studied the relationship between online negative comments and consumersrepurchase intention and switching purchase intention. The results show that online negative comments are directly driven by positive and neg

23、ative emotions and act on the sender of word-of-mouth information. Willingness is highly predictable.31.2.2 Positive EvaluationAs a new perspective of discourse analysis, positive discourse analysis in the framework of evaluation theory makes up for the deficiency that critical discourse analysis on

24、ly reveals discourse inequality. It differs from critical discourse analysis in that positive discourse analysis abandons destructive or destructive problem-solving methods and provides some reforms or perfect ways to solve social problems. Through positive discourse analysis, the two sides of the p

25、roblem eventually achieve harmony and unity. Thus, in the process of analysis, positive discourse analysis tries to get rid of the negative shadow of critical discourse analysis, develop from negative deconstruction to constructive construction, and ultimately promote the building of a harmonious so

26、ciety through discourse analysis, which is undoubtedly an important turn of discourse analysis in theory and practice.1.3 The value of Evaluative Utterances1.3.1 Differences between Negative Evaluation & Positive EvaluationSimply speaking, it is the judgment of the evaluation subject on the rela

27、tionship between the price and waiter imitated by the evaluation object, so as to show a certain position, state or emotion. Here we need to emphasize that in this process will inevitably involve a certain standard, and this standard will make the subject produce certain expectations before making t

28、he evaluation, that is, whether the object can meet the needs or needs of the subject. When the value or meaning of the object meets or even exceeds the expectation of the subject, the evaluation is always positive, that is, positive evaluation; on the contrary, when the object can not meet the expe

29、ctation of the subject, the evaluation will be negative and negative, that is, negative evaluation. Of course, there are still neutral evaluations between positive and negative evaluations. It can be seen that the subjective color reflected by the evaluation subject is a continuous changing entity.

30、Therefore, there must be more types of evaluations. However, in this study, in order to better define negative evaluation, we treat it as a 4simple binary opposition, that is, negative evaluation is a small category of evaluation, and the opposite is positive evaluation.1.4 The Definition of CSR Cor

31、porate social responsibility (CSR) refers to the responsibility of enterprises to consumers, communities and the environment while creating profits, shareholders and employees. Corporate social responsibility requires enterprises to go beyond the traditional concept of profit as the sole objective,

32、emphasizing the importance of human value in the production process. Contribution to the environment, consumers and society. Firstly, enterprises should shoulder and fulfill their economic responsibilities to enrich peoples material life and play their due role in the rapid and stable development of

33、 the national economy. The most direct way is to make profits, expand sales as much as possible, reduce costs, make correct decisions and ensure the legitimate rights and interests of stakeholders. Secondly, enterprises should set an example in complying with laws and regulations, including environm

34、ental protection law, consumer rights law and labor protection law. Complete all contractual obligations, take the lead in honest operation, legal operation, acceptance of warranty promises. Promote employees of enterprises and communities where enterprises are located to abide by the law and discip

35、line and build a society ruled by law. Thirdly, ethical responsibility is the expectation of society to enterprises, and enterprises should strive to protect society from the negative impact of their own operation activities, products and services. Accelerate the upgrading of industrial technology a

36、nd the optimization of industrial structure, vigorously develop green enterprises, increase the ability of enterprises to absorb employment, and fulfill their duties for environmental protection and social stability. Finally, it is the charitable responsibility of enterprises. An important task of b

37、uilding a harmonious society at this stage is to vigorously develop social undertakings. The development of education, health care, 5social security and other undertakings directly affects the most direct interests of the people, and also directly determines social stability and harmony. Many places

38、 have insufficient or inadequate investment in the development of social undertakings, which requires the mobilization of all available capital. Enterprises should give full play to the advantages of capital to contribute to the development of social undertakings and to become a good corporate citiz

39、en. To support the development of community education, health, humanistic care, culture and art, urban construction and other projects, to help communities improve the public environment and volunteer to work for the community.6Chapter Two Literature Review2.1 Previous Research on Negative Evaluatio

40、n Research on negative evaluation has focused on recent years. For example, in Liang Leis Study on Chinese Evaluative Speech Acts and Their Strategies (2007), he combines evaluation with speech act theory, and focuses on the study of negative evaluation speech acts, especially the summary of pragmat

41、ic strategies of negative evaluation. Peng Ying took some typical negative evaluation constructions as the research object in Modern Chinese Construction Research (2012). Through comparison and analysis, she studied their grammatical and pragmatic meanings and Realization forms, and especially explo

42、red the negative evaluation functions and reasons of these constructions. For example, Zheng Juanman and Shao Jingmins On the Meaning Marker Format of All + NP (2008), Li Xiaojuns Pragmatic Ellipsis of Negative Evaluation (X) True (de) and This / That + Person Name (2011) are all studies on the cons

43、truction of negative evaluation. In addition, there are also studies on negative evaluation discourse markers, such as Li Zongjiangs Pragmatic Marker Question (2008), Zheng Juanman, Zhang Xianliangs Look at You (2009), Xie Jianguo, Guo Xiaochuns Exploration of Evaluative Markers (2008) and so on.Loo

44、king at the above research results, we find that more and more scholars have broken through the limitations of describing and researching evaluation as a whole, and have entered into the study of evaluation sub-categories, especially the study of negative evaluation. However, these studies mainly fo

45、cus on constructions or discourse markers that express negative evaluative meanings. Negative evaluation itself is the object of study, and there is still a lack of specialized and systematic research from different fields of discourse.72.2 Studies Related to Online Customers Negative Evaluation Stu

46、dies have shown that online negative reviews significantly affect short-term product sales and long-term corporate image and reputation. As a media with negative influence, online negative reviews undoubtedly play a reverse role in guiding potential consumerspurchase decisions, and play a role in bu

47、siness performance and market competitiveness. In order to maintain good business performance, some businesses maliciously delete negative online comments or frequently harass negative online commentators, which seriously affects the order of social business activities. In order to avoid this kind o

48、f situation, more and more online trading platforms have opened the business response system and established a communication platform for business and consumer trading behavior. With the help of this platform, businesses show different styles of response due to differences in business management con

49、cepts and other situations, and then produce different effects. For example, some consumers think that business response is persuasive. In order to eliminate doubts and stimulate the desire to buy, some consumers are more inclined to convince negative reviews than the retailersreplies, leading to th

50、e abandonment of the purchase intention. As a new remedy, the means of reply is an important marketing force of online business. How to effectively manage negative online comments and replies is an important measure of online marketing.According to the analysis of existing literature, previous studi

51、es were limited to the perspective of consumers, and discussed the direct impact of online comments on consumer satisfaction, such as timeliness, speed, length, tone, etc. However, based on the perspective of online interaction between consumers and businesses, the moderating effect of business resp

52、onse on online negative comments and consumer purchase decision-making was revealed, that is, by quantifying the response time. There are few studies on the relationship between retailersresponse to online negative reviews and consumer purchase decisions. In addition, it is difficult to measure the

53、impact of these dimensions and whether there are internal correlations and differences has not been involved. In fact, retail response itself implies the impact on the online 8behavior of potential consumers, which should be regarded as the same factor as negative online comments. Based on the curre

54、nt shopping environment and research status, this paper joins the new perspective of online interaction between consumers and businesses to further analyze the mechanism of online negative reviews on consumerspurchase decisions, which is a meaningful, valuable and urgent issue to be studied.2.3 The

55、Application of Negative Evaluation For the study of the characteristics of negative online evaluation, Li Hong (2012) summarized the types of negative evaluation in online shopping in China, generally including product, business services and logistics 16. Zhang Geng (2012) studied the online purchas

56、e of electronic products, and studied the impact of the number of negative evaluations on product sales 17. Zhang Zhongke, Wang Chunhe (2009) pointed out that there are generally two types of negative online evaluation, one expressing product attributes and the other expressing subjective feelings a

57、nd opinions. The study found that both types of negative evaluation can affect consumersbrand attitude and purchase intention, but the objective negative evaluation has a greater impact 18. Fuchen (2010) divided product types into experiential products and search products, and classified negative ev

58、aluation types into text-based and digital-based. For search products, negative evaluation of text-based has greater impact on consumersproduct attitudes and digital-based negative evaluation has greater impact on experiential products 19.2.4 Summary Since online reviews have attracted the attention

59、 of academics, their related research mainly focuses on the differences between traditional word-of-mouth and online reviews, and the comparison of positive and negative types of online reviews. 9Their research foothold mainly involves product sales, consumer purchase decisions, purchase intentions,

60、 and the research confirms that online negative reviews negatively affect product sales, consumer purchase decisions and purchase intentions. Based on the negative impact of negative reviews, more and more businesses begin to realize the importance of winning positive reviews in marketing, and gradually attach imp