商品在线评论有用性——基于品牌的调节作用分析被引量：9

The Helpfulness of Online Reviews——An Analysis Based on The Moderate Effect of Brand

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摘要商品的在线评论已经成为影响顾客进行在线购买的重要因素。本文以亚马逊(中国)网站为例,研究了在线评论、评论者的数字特征对评论有用性的影响。通过对五种在线商品的1 845条在线评论进行实证分析,研究发现:在线评论的评论长度和评论者排名对评论有用性具有正向影响,同时评论长度对有用性的影响受到品牌的调节作用。另外,评论星级对评论有用性的影响也受到品牌的调节作用,并且对于大品牌产品而言,评论的极端性与评论有用性呈"U"形关系。 Online reviews have been an important factor that affects customer＇s behavior of on - llne purchase. This paper studied the influence of online reviews and reviewer＇s digital characteristics to the helpfulness of the reviews across Amazon.cn. An analysis of 1845 reviews from Amazon.on across five products indicated that review depth and reviewer ranking have a positive ef- fect on the helpfulness of the review. Brand moderates the effect of review depth on the helpfulness of the review. Besides, the effect of review extremity on the helpfulness of the review also moderated by brand. For products with big brand, there is a “U” relationship between review extremity and the helpfulness of the review.

作者杨朝君汪俊奎

机构地区西安电子科技大学经济管理学院

出处《现代情报》 CSSCI 2014年第1期123-127,共5页 Journal of Modern Information

基金中央高校基本科研业务费专项资金资助(项目编号:K5051306009)

关键词在线评论有用性品牌电子商务网站 online reviews helpfulness brand e-commence website

分类号 G203 [文化科学—传播学]

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