什么样的产品评论最有用?——在线评论数量特征和文本特征对其有用性的影响研究被引量：65

What is the Most Helpful Product Review?The Effect of Online Reviews' Quantitative and Textual Features on Its Helpfulness

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摘要随着电子商务在中国的快速发展,网络上有关产品的客户评论日益增多,越来越多的产品评论使得买卖双方都无法快速定位最好的评论和了解产品质量。本文基于可达性—可诊断性模型和不确定性降低理论,构建了产品评论有用性影响因素模型,并以两种产品的1 238条在线评论数据对研究假设进行了检验。结果表明,体验型产品评论的感知有用性显著高于搜索型产品;产品类型在评分极端性对感知有用性的影响中起调节作用,相比于搜索型产品,体验型产品评分极端性对感知有用性的正向影响更强;产品类型在评论客观性对感知有用性的影响中起调节作用,体验型产品评论的客观性对感知有用性有显著的正向影响,而搜索型产品却无此效应。本研究不仅拓展了劝服理论和社会互动理论,对于网络零售商的客户互动管理也具有重要的实践意义。 With the rapid growth of e-commerce in China,customer reviews on the internet are constantly increasing;more and more product reviews lead to the difficulty in quick positioning the best reviews and understanding product quality as for buyers and sellers.Based on accessibility-diagnosticity model and uncertainty reduction theory,this paper constructs a model of influencing factors of helpfulness of product reviews,and tests the hypothesis by collecting 1 238 online reviews of two products.It arrives at the following conclusions：firstly,perceived helpfulness of experience-type product reviews is significantly higher than the one of search-type product reviews;secondly,product types play a regulation role in the effect of rating extremity on perceived helpfulness;compared to search-type products,rating extremity of experience-type products has a stronger positive effect on perceived helpfulness;thirdly,product types play a regulation role in the effect of review objectivity on perceived helpfulness;the objectivity of experience-type product reviews has a significantly positive effect on perceived helpfulness,but search-type products do not have such a effect.This paper not only extends persuasion theory and social interaction theory,but also provides important practice significance for customer interaction management of e-commerce retailers.

作者江晓东

机构地区上海财经大学国际工商管理学院

出处《外国经济与管理》 CSSCI 北大核心 2015年第4期41-55,共15页 Foreign Economics & Management

基金国家自然科学基金青年项目(71202006) 2014年度上海市浦江人才计划项目(14PJC037) 2013年度上海市教育委员会科研创新项目(13ZS144)

关键词在线评论感知有用性产品类型评论客观性评分极端性 online review perceived helpfulness product type review objectivity rating extremity

分类号 F270 [经济管理—企业管理]

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