在线商品评论的效用分析研究被引量：83

Utility analysis for online product review

下载PDF

导出

摘要大多数电子商务网站为消费者提供相互交流的平台来发表其针对某件商品的评论.但是,随着在线商品评论的数量不断增加,潜在消费者越来越难从中发现有助于制定购买决策的信息.因此,如何从众多的评论中识别有用的评论,分析在线评论的效用成为关注的热点.本文对在线商品评论效用分析的最新研究进行评述,认为该领域的研究需要充分关注消费者的购买决策过程,进而设计新的数据挖掘方法更好地辅助消费者的购买决策,同时为电子商务网站的运营商调整营销沟通策略提供决策支持. Most e-cormnerce websites provide platforms for consumers to express their opinions on a specific product by writing online reviews. Due to the huge volumes of online product reviews available in e-commerce websites, it is a mentally exhausting, if not infeasible, process for potential consumers to go through all the reviews to make purchasing decisions. Hence, it is necessary to find a solution capable of presenting helpful reviews to consumers automatically. This paper describes various limitations of current utility analysis of online product review and discusses possible extensions that can improve utility evaluation capabilities based on consumer behavior theories, innovative data mining approaches, and applications to decision-making in network marketing.

作者杨铭祁巍闫相斌李一军

机构地区哈尔滨工业大学管理学院

出处《管理科学学报》 CSSCI 北大核心 2012年第5期65-75,共11页 Journal of Management Sciences in China

基金国家自然科学基金资助项目(70601009 70890082)

关键词电子商务在线商品评论信息过载效用评价 electronic commerce online product review information overload utility evaluation

分类号 F272.5 [经济管理—企业管理]

引文网络
相关文献

参考文献45

1Kumar N, Benbasat I. The influence of recommendations and consumer reviews on evaluations of websites [ J ]. Information Systems Research, 2006, 17 (4) : 425 - 439.
2Dellarocas C. The digitization of word of mouth : Promise and challenges of online feedback mechanisms [ J ]. Management Science, 2003, 49(10) : 1407 - 1424.
3Park D H, Lee J, Han I. The effect of on-line consumer reviews on consumer purchasing intention : The moderating role of involvement[ J]. International Journal of Electronic Commerce, 2007, 11 (4) : 125 - 148.
4Zhang Z. Weighing stars : Aggregating online product reviews for intelligent e-commerce applications [ J ]. IEEE Intelligent Systems, 2008, 23 (5) - 42 - 49.
5Hu N, Pavlou P A, Zhang J. Can online reviews reveal a product' s true quality? Empirical findings and analytical modeling of online word-of-mouth communication[ C ]/! Proceedings of the 7th ACM Conference on Electronic Commerce, Ann Arbor, Michigan, USA : Association for Computing Machinery, 2006 : 324 - 330.
6Liu Y, Huang X J, An A J, et al. Modeling and predicting the helpfulness of online reviews [ C l// Procedings of the 8th IEEE International Conference on Data Mining, Washington. DC, USA: IEEE Computer Society, 2008:443 -452.
7Ghose A, Ipeiortis P G. Designing novel review ranking systems : Predicting the usefulness and impact of reviews [ C ]/! Pro- ceedings of the 9th ACM Conference on Electronic Commerce, Minneapolis, MN, USA: Association for Computing Machin- ery, 2007:303-310.
8Otterbacher J. "Helpfulness" in online communities: A measure of message quality [ C ]// Proceedings of the 27th Interna-tional Conference on Human Factors in Computing Systems, Boston, MA, USA: Association for Computing Machinery, 2009 : 955 - 964.
9Abbasi A, Chen H C. Cybergate : A design framework and system for text analysis of computer-mediated computation [ J ]. MIS Quarterly, 2008, 32(4) : 811 -837.
10Ye Q, Zhang Z Q, Law R. Sentiment classification of online reviews to travel destinations by supervised machine learning approaches [ J ]. Expert Systems with Applications, 2009, 36 (3) : 6527 - 6535.

二级参考文献25

1郭国庆,杨学成,张杨.口碑传播对消费者态度的影响:一个理论模型[J].管理评论,2007,19(3):20-26. 被引量：98
2Anderson E W.Customer satisfaction and word of mouth[J].Journal of Service Research,1998,1(1):5-17.
3Katz E,Paul F.Lazarsfeld,Personal Influence:The Part Played by People in the Flow of Mass Communications[M].New York:Free Press,1955.
4Arndt J.Role of product-related conversations in the diffusion of a new product[J].Journal of Marketing Research,1967,4(3):291-295.
5Chevalier J A,Mayzlin D.The effect of word of mouth on sales:Online book reviews[J].Journal of Marketing Research (JMR),2006,43(3):345-354.
6Harrison-Walker L J.The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents[J].Journal of Service Research,2001,4(1):60.
7Ghose A,Ipeirotis P G.Designing Novel Review Ranking Systems:Predicting the Usefulness and Impact of Reviews[C].Proceedings of the ninth international conference on Electronic commerce,New York,NY,USA:Association Computing Machinery(ACM),2007:303-310.
8Dellarocas C,Zhang X Q,Awad N F.Exploring the value of online product reviews in forecasting sales:The case of motion pictures[J].Journal of Interactive Marketing,2007,21(4):23-45.
9Skowronskij,Carlston D.Negativity and extremity biases in impression formation:A review of explanations[J].Psychological Bulletin,1989,105(1):131-142.
10Ahluwalia R,Burnkrant R E,Unnava H R.Consumer response to negative publicity:The moderating role of commitment[J].Journal of Marketing Research,2000,37(2):203-214.