锚定效应在网络口碑领域中的考察：以豆瓣电影在线评分为例
An empirical study on anchoring effect of online word-of-mouth： Take Douban movie online rating system as an example

摘要 在营销活动网络化和消费者决策路径发生转向的新形势下，网络口碑这一基于互联网平台产生并传播的受众反馈信息逐渐成为营销方、消费方等多不同主体重点关心的对象。本研究以锚定效应理论作为切入视角，通过实验方法探讨互联网平台的评分类型网络口碑信息中是否存在锚定效应。实验研究发现：（1）以豆瓣为代表的网络电影评分中存在着锚定效应；（2）高锚使消费者打分偏高、低锚使消费者打分偏低；（3）预警对评分中的锚定效应存在影响。最后，研究通过对照组实验进行数据收集，改良了锚定效应的经典研究范式，并为电影营销、口碑网站、电子商务提供网站优化改进和营销策略建议。
In the network era, the online word-of-mouth, plays an essential role in marketing and draws more and more attention.Via experiments, this study concerns about the anchoring effect of online word-of-mouth, exploring whether it exists and how does it work.The study findsthatanchoring effect exists in the Douban movie rating system;consumers’rating is proportional to the level of anchor value;early warning has an impact on the anchoring effect in the rating. Finally,this study improves the classic study forms of the anchoring effect through data analysis oncontrol-groups,provides some suggestions to movie marketing, online word-of-mouth websites and electronic commerce