基于淘宝网评论数据的信息质量对在线评论有用性的影响

How the Information Quality Affects the Online Review Usefulness?——An Empirical Analysis Based on Taobao Review Data

在信息采纳理论基础上,用有效评论数、中差评、上传图片衡量评论的信息质量。根据淘宝网的海量在线评论数据构建模型,研究表明,有效评论数、中差评、上传图片对评论有用性具有显著的正向影响作用;相对于搜索品,在体验品中,中差评和上传图片对评论有用性的作用更强;卖家回复起到了中介作用,有效评论数、中差评、上传图片会正向影响卖家回复,卖家回复又会对评论有用性产生积极作用。

Based on information adoption theory,the information quality can be implied by the number of useful reviews,negative reviews and pictures.This study constructs the information adoption model and uses the massive online review data of Taobao network.The results show that the numbers of useful reviews,negative reviews and pictures have significant positive impact on the review usefulness.When it comes to experience products,the effect of negative reviews is more powerful.The sellers＇ reply plays a mediating role.The numbers of useful reviews,negative reviews and pictures have a positive impact on sellers＇ replies,then sellers＇ replies will have a positive effect on the review usefulness.