摘要
【目的/意义】分析和识别在线评论效用是电子口碑研究的热点问题,其有助于消费者进行购买决策和辅助商家优化在线评论平台管理。【方法/过程】基于信息交流模式和交流障碍理论,运用DEA模型,对在线评论信息传递的效率、有效性、规模收益变化及其投影进行评价和分析。【结果/结论】在线评论信息传递综合效率偏低,不同手机类型在线评论信息传递差异较小。纯技术效率是导致在线评论信息传递综合效率偏低的主要因素;规模报酬变化呈现递增趋势,符合在线评论发展趋势。最后通过投影分析提出在线评论信息传递效率的改进幅度和方案。
【Purpose/significance】Analyzing and recognizing the effectiveness of online reviews is a hot topic in electronic word-of-mouth research,which helps consumers make purchase decisions and assists merchants in optimizing online commentary platform management.【Method/process】Based on the theory of information transmission,this paper evaluates the usefulness of online reviews and discusses the efficiency of information transfer in online comments.By using DEA model,information transmission of online reviews is evaluated and analyzed in terms of the efficiency,effectiveness,returns to scale revenue and projection.【Result/conclusion】The results show that the online reviews comprehensive communication efficiency is low and discrepancy of information efficiency is small among different types of mobile phone.Pure technical efficiency is the main factors of online reviews information comprehensive efficiency,which makes information transmission low;The change of scale compensation shows increasing trend,which accords with the development trend of the online review.Finally,the improvement range and program are proposed by projection analysis.
作者
修国义
王俭
过仕明
XIU Guo-yi;WANG Jian;GUO Shi-ming(School of Economics and Management,Harbin University of Science and Technology,Harbin 150040,China;School of Economic,Harbin Normal University,Harbin 150025,China)
出处
《情报科学》
CSSCI
北大核心
2019年第1期43-50,共8页
Information Science
基金
国家社会科学基金项目““互联网+”背景下数字图书馆发展与创新研究”(16BTQ003)
黑龙江省哲学社会科学研究规划项目“中国特色新型智库产品的微博传播模式与影响力研究”(17TQH43)
黑龙江省哲学社会科学研究规划项目“虚拟学术社区科研人员信息行为运行机制研究(18TQC238)”
关键词
信息交流障碍
信息传递效率
在线评论有用性
DEA
information communication barrier
information transmission efficiency
effectiveness of online reviews
DEA
