基于品牌声誉感知差异的在线评论有用性影响因素实证研究

An Empirical Study on the Factors Influencing the Usefulness of Online Reviews Based on Perceived Brand Reputation

【目的/意义】从用户对不同品牌声誉的感知角度,研究评论支持率、评论时效性、评论长度、图片数量、情感强度和产品属性特征词对在线评论有用性的影响。【方法/过程】构建多元线性回归理论模型,通过亚马逊电子商务平台不同品牌声誉感知的手机评论数据进行验证。【结果/结论】研究结果表明,不考虑品牌声誉差异而进行在线评论的有用性研究具有一定的局限性,商品评论有用性研究需考虑不同品牌声誉感知影响的差异性。

【Purpose/significance】From the perspective of user perception of different brand reputation,this paper aims at exploring the influence of approval rating,comment timeliness,review length,number of pictures,emotional strength and product attributes on the usefulness of online reviews.【Methods/process】Construct a multiple linear regression model,and verify it by the comment data perceived by different mobile phone brands reputation collected from the Amazon e-commerce platform.【Result/conclusion】The research results show that the usefulness of online reviews without considering the difference of brand reputation has certain limitations,and the usefulness of commodity review should consider the difference between different brand reputation.