网络口碑对高等教育的影响──从两种心理学理论进行解析

The Impact of Online Word-of-mouth on Higher Education: An Analysis Based on Two Social Psychology Theories

本文从两种社会心理学理论（实例易得法则和光环现象）的角度分析了网络口碑对学生选课以及高等教育事业可能造成的影响。通过一个2×2的析因实验，作者发现学生对教授的态度和选修其所授课程的可能性同时受到网上评论数量多少和褒贬程度的影响。此外，学生对教授的态度也左右了其对教授所在大学、院系、所授课程以及提通评论的网站态度。基于这些发现，本文提出高等教育事业不可忽视网络口碑传播可能造成的潜在冲击。

Based on two social psychology theories（ease of retrieval effect and halo effect）， this paper examined the impact of online word-of-mouth on college students’ class enrollment decisions and higher education. through a 2×2 factorial experiment， we discovered that participants’ attitudes toward the professor and their intentions of enrolling in his course were influenced by the volume and valence of online reviews. Students’ attitudes toward the professor consequently affected their attitudes toward the university， the department， the course， and the website that provided the reviews. The study concludes that the potential impact of online word-of mouth on higher education is not to be neglected.