在线评论有用性影响因素实证研究——基于Tripadvisor.com酒店评论数据被引量：31

Empirical Study of Online Consumer Review Helpfulness Determinants——Based On Hotel Review Data of Tripadvisor.com

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摘要随着互联网的迅速发展,消费者购物决策越来越依赖于在线评论。从信息接受模型对信息有用性影响出发,构建在线评论有用性投票增量的时间窗,建立在线评论有用性影响因素模型,研究在线评论内容和评论者对在线评论有用性的影响。基于Trip Advisor.com的4 258条酒店评论数据,运用负二项回归进行实证分析。研究发现评论内容长度、评论极端性、评论有用性投票数、评论者认可度和个人信息披露对在线评论有用性具有显著正影响,这对在线零售商和消费者具有重要的启发和建议。 With rapid development of the Internet,consumers have increasingly relied on online reviews prior to making purchase decisions.This paper discussed the determinants of helpfulness of online consumer reviews from the perspective of information adoption model.By designing time window of helpful votes and building concept model of review helpfulness,the paper mainly discussed the influence of review content and reviewers’ characteristics on review helpfulness.Based on 4258 hotel review data of Tripadvisor.com,the paper did empirical analysis by using negative binomial regression.The results found that review length,rating extremity,number of helpful votes,peer recognition and information disclosure have significantly positive influence on review helpfulness.The conclusions would give some important implications and suggestions for both online retailers and consumers.

作者卓四清冯永洲

机构地区武汉大学经济与管理学院

出处《现代情报》 CSSCI 北大核心 2015年第4期52-56,74,共6页 Journal of Modern Information

关键词在线评论评论有用性负二项回归大数据 online reviews review helpfulness negative binomial regression big data

分类号 F724.6 [经济管理—产业经济]

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