在线评论信息越完备越有用?——基于智能手环在线评论的实证数据

Is Complete Online Review Information More Useful?: An Empirical Study of Online Review on Smart Bracelets

为了从电商平台的消费者产生的大数据中提炼出消费者对智能可穿戴设备的关注点和需求特征,在中国亚马逊网站采集了1 242条智能手环的商品评论,运用文本挖掘和Logistic回归分析研究了智能手环在线评论有用性的影响因素。研究发现:对于低声誉品牌而言,评论信息完备性与评论有用性显著负相关,而对于高声誉品牌,两者相关性不显著。对于低声誉品牌,是否具有心率监测功能是消费者关注的焦点。对于高声誉厂商,蓝牙性能和电池续航性能的讨论能提高评论的有用性。研究结果有助于帮助厂商根据消费者对智能手环的需求,改进产品及服务。

In order to extract the consumer’s focal point and demand characteristics for intelligent wearable equipment from massive data generated by the consumers of E-commerce platform, 1 242 reviews from Amazon.cn on smart bracelets were collected. Besides, the influence factors of the usefulness of the intelligent bracelet online comment were studied by using the text mining technique and Logistic regression method. It was found that the commentary information integrity was significantly negatively correlated with the usefulness of the review for low-reputation brands, while the correlation between these two variables was not significant for high reputation brands. For low-reputation brands, the heart rate monitoring function was the focus of consumer attention. For high-reputation brands, discussion on Bluetooth performance and battery life could improve the helpfulness of the comments. These results will help manufacturers improve products and services based on consumer demand for smart bracelets.