2024届研究生硕士学位论文
分类号：学校代码：10269
密级：学号：51214410010
East China Normal University
硕士学位论文
MASTER'S DISSERTATION
论文题目：
在线评论地理位置的经济发展水平
和距离远近对负性偏向的影响研究
院系：亚欧商学院
专业：市场营销学
研究方向：精品品牌管理
学位申请人：周钰
指导教师：张明月副教授
2024年5月22日
华东师范大学硕士学位论文
Dissertation for Master’s Degree in 2024
University code:10269
Student ID:512144410010
East China Normal University
Title:（The Impact of Economic Development and
Geographic Distance of Online Reviews'Geographical
Location on Negativity Bias Effect）
Department/School:Asia Europe Business School
Major:______Marketing____________
Research direction:_High-end Brand Management__
Supervisor:Zhang Mingyue Associate Professor
Candidate:Zhou Yu
May 22，2024
华东师范大学硕士学位论文
周钰硕士学位论文答辩委员会成员名单
姓名职称单位备注
王雪华副教授同济大学主席
陈弘信副教授华东师范大学
史楠副教授上海对外经贸大学
华东师范大学硕士学位论文
摘要
近年来，随着IP 地址功能的增加和相关政策的发布，用户IP 归属地信息在
各大应用软件中普遍显示，使得线上评论的地理位置信息变得尤为引人关注。消
费者通过在线评论分享对产品和服务的看法，并依此做出决策。IP 地址对购买
决策的各种潜在影响愈发显现，然而学界对于线上消费者评论中地理位置信息如
何影响消费者负性偏向的研究尚显不足。
本文通过三项实验室实验和一项田野实验探明了在线评论地理位置的经济
发展水平对消费者负性偏向的影响，以及地理位置距离远近和点赞数目的调节作
用，同时揭示了感知可信度对上述效应的中介作用。研究结果表明：(1)来自经
济发展水平较高（vs.低）地区的负面评价会进一步降低购买意愿；(2)地理位置
距离远近的调节作用：当负面评价的地理位置较近时，来自经济发展水平较高（vs.
低）地区的评价会降低购买意愿；然而，当地理距离较远时，这一影响则不显著；
(3)感知可信度的中介作用：对于评论者的感知可信度中介地理距离和经济发展
水平对消费者购买意愿的交互作用。具体效应为，当负面评价的地理位置较近时，
经济发展水平较高（vs.低）的地区通过提高感知可信度，并最终导致购买意愿的
降低。但是当负面评价的地理距离较远时，这一影响则呈现为不显著；(4)点赞
数目的调节作用：当负面评价的有点赞时，经济发展水平较高（vs.低）的地区会
降低购买意愿；然而，当负面评价没有点赞时，这一影响则呈现为不显著。
上述的研究结果对于丰富在线评论相关研究、地理位置相关研究、负性偏向、
感知可信度理论以及感知有用性理论做出了贡献，并且从地理位置的经济发展水
平和地理距离两个层面为在线购物平台等提供了平台策略参考，具有深刻的商业
实践意义。
关键词：在线评论；地理位置；经济发展水平；地理距离；负性偏向；感知可
信度
华东师范大学硕士学位论文
ABSTRACT
In recent years,with the increase of IP address functions and the issuance of
relevant policies,user IP location information is generally displayed in various
application software,making the geographical location information of online reviews
particularly noteworthy.Consumers share their views on products and services
through online reviews and make decisions accordingly.The potential impact of IP
addresses on purchasing decisions is becoming increasingly apparent.However,
academic research on how geographical location information in online consumer
reviews affects negativity bias is still inadequate.
This article explored the impact of the economic development level of online
review location on consumer negative bias through three laboratory experiments and
one field experiment,and the moderating role of geographical distance and the
number of likes.It also revealed the mediating role of perceived integrity in the above
effects.The research results showed that negative evaluations from regions with
higher vs.lower economic development levels would reduce purchase intentions;(2)
when the negative evaluation location is closer,evaluations from regions with higher
vs.lower economic development levels would reduce purchase intentions,but when
the geographical distance is farther,this effect is not significant;(3)Perceived
integrity plays a mediating role in the interaction between geographical distance and
economic development level on consumer purchase intentions.That is,when the
negative review location is closer,regions with higher vs.lower economic
development levels will reduce purchase intentions by improving perceived integrity,
which ultimately leads to a reduction in purchase intentions.However,when the
negative review location is farther,this effect is not significant;(4)when the number
of likes on negative reviews is higher,location with higher vs.lower economic
development levels will reduce purchase intention.However,when there are no likes
on negative reviews,this effect is not significant.