摘要
幽默是社会生活中常见的重要组成部分，对消费者有重要影响作用。以往关
于幽默的研究主要集中在广告领域，且大多从卖方角度展开，探讨广告幽默、产
品幽默、商家幽默回复等对消费者反应的影响。这些研究虽然探讨了幽默的相关
内容，却在一定程度上忽视了买方提供的幽默价值。买方提供的幽默是消费者在
自媒体、社交媒体、在线评论网站等用户平台上，运用搞笑、幽默的表达方式表
现其对产品或商家的看法，如消费者在小红书、抖音等平台上抱怨海天蚝油瓶口
大，使用全靠甩。本文意图探讨消费者在负面评论中使用幽默要素的影响作用。
本文认为负面评论中幽默要素对消费者产品态度有显著影响效应，愉快在这一影
响效应中承担中介角色，调节定向、情境、产品类型在负面评论幽默要素与消费
者产品态度关系中起调节作用。
本文通过一项预测试和三个行为学实验来验证假设。预测试根据网店真实评
论，设计出八组添加幽默要素和不添加幽默要素负面评论。根据预测试结果，作
者遴选出四组负面评论用于后续研究。研究一使用鸭脖负面评论，对 203名被试
进行测试，结果表明负面评论中添加幽默要素会提高消费者对产品的态度；在这
一影响效应中，愉快的中介角色以及调节定向的调节角色显著。研究二使用与研
究一相同的负面评论，273名被试参与了研究二，结果再次证实了幽默要素对产
品态度的影响效应以及愉快的中介作用，并证实在负面评论幽默要素与产品态度
关系中情境的调节作用。研究三使用搜索品（电饭煲）和体验品（外卖）评论，
测试了 280名被试，结果同样重复了幽默要素的影响效应及愉快的中介作用，并
证明在负面评论幽默要素与产品态度关系中产品类型的调节作用。本文研究发现
补充了广告领域对幽默效应的研究，拓展了线上消费者文字评论对消费者影响效
应研究，为线上平台如何进行负面评论管理提供了重要实践建议。
关键词：负面评论，幽默要素，产品态度，愉快

Abstract
Humor plays an important role in people’s social life. It has a significant
influence on consumers. Extant literature on humor are mainly focused on the field of
advertising, and mostly from the perspective of the seller. These research have
explored the effects of advertising humor, product humor, company’s humorous
response on consumers’ response. These studies have explored humor in the
marketing field. However, compared with the humor provided by sellers, extant
literature on humor provided by purchasers is fragmented. The humor provided by the
purchaser is that consumers use funny and humorous words to express their views on
the products or sellers on user platforms such as We-media, social media and online
reviews. For example, on platforms such as Xiaohongshu and Douyin, consumers
complain that the Haitian oyster sauce bottle is so large that people use it only by
dumping. Therefore, the current research seeks to explore the effects of humorous
elements in negative reviews on consumers’ attitude toward the product, the
mechanism and boundary conditions behind this effect. Consistent with the research
in advertising literature, we propose that humor can enhance consumers’ attitude
toward the product, and pleasure mediates the effect of humorous elements on
consumers’ attitude. Further, we propose the moderating roles of regulatory focus,
situation and product type.
We conducted a pretest and three studies to test hypotheses. In Study 1, we used
duck neck negative reviews, and 203 participants attended Study 1. Results showed
that negative reviews with humorous elements significantly enhanced consumers’
attitude toward the product, and pleasure played the mediating role. Besides, the
moderating effect of regulatory focus was significant in the relationship between
negative reviews and consumers’ attitude. In Study 2, we invited 273 participants, and
used negative reviews as Study 1. Results tested the effect of negative reviews on
consumers’ attitude and the mediating effect of pleasure again. Results also showed
that the situation played the moderating role. Study 3 adopted experience product
(take-out) and search product (electric cooker) reviews, and 273 participants attended
Study 3. Also, the effects of negative reviews on consumers’ attitude and the
mediating effect of pleasure were tested. Furthermore, results showed the moderating
effect of product type was significant.
The current research supplements the literature on positive humor in the field of
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