在线评论有用性的实证研究述评与展望

A Literature Review of Online Review Helpfulness

在线评论数量高速增长的今天,评论质量越来越成为影响消费者福利和平台发展的重要因素。评论有用性作为衡量评论质量最便捷有效的方式之一,引起了学术界和企业界的共同关注。本文首先从定义、发展现状和研究价值三个维度出发,对在线评论有用性相关研究成果进行梳理。然后,本文聚焦评论有用性的影响因素研究,从评论属性、评论者特性和商品属性三个维度对相关研究结论进行归纳总结。最后,承接之前的研究发现本文对该领域未来的发展方向提出展望。

With the rapid growth of online reviews, review quality has become one of the most critical issues for the online platforms and companies. Review quality has been playing a significant role in influencing consumer benefits and the development of the online platforms. Review helpfulness, as one of the most efficient measurement of review quality, has drawn lots of attention in academia and in practice. This paper starts by clarifying the recent research status in this area, which includes the definition of review helpfulness, publication status, and the research value of this direction. Then, this paper conducts a literature review on factors that may influence review helpfulness, including review attributes, reviewer characteristics, and product attributes. Finally, this paper makes some suggestions on future researches.