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61在线评论是影响消费者购买决策的重要依据。在营销领域，随着负面评论相关研究的日益增加，学者们发现负面评论不仅仅具有消极作用，还具有增强消费者购买意愿等反直觉效应，但有关负面评论反直觉效应的概念内涵、边界条件、影响效果等仍缺乏系统的文献梳理和述评。文章首先介绍了负面评论反直觉效应的概念内涵、产生原因以及研究视角；其次从个体特征、产品和品牌特征以及评论特征三个方面总结了反直觉效应的边界条件；再者从消费者和商家两个方面归纳了反直觉效应的实践启示；最后指出了反直觉效应在评论情感倾向、评论形式、评论场景三个方面的未来研究方向。本研究有助于促进对负面评论反直觉效应的深层次理解，并为商家管理在线评论提供重要参考。
负面评论的反直觉效应：研究述评与展望
摘要
参考文献
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引用本文
高海霞, 雷超龙. 负面评论的反直觉效应：研究述评与展望[J]. 外国经济与管理, 2025, 47(2): 103-118.
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