评论者对在线商品评论信息质量的影响及提升策略研究

Research on the Impact of Commentators on the Online Commodity Review Information Quality and the Promotion Strategy

网络的开放性、信息生成的碎片化以及评论主体的不可控性使得在线商品评论信息质量出现参差不齐的现象。大量低质量的在线商品评论信息对消费者购物决策带来错误的引导。文章在确定在线商品评论信息质量的界定方法及标准的基础上,从评论者视角对在线商品评论信息质量的影响因素及影响机理进行了探讨,并提出对应的提升策略,以期为在线商品评论信息质量的相关研究提供借鉴。主要影响因素包括评论者的性格特征、商品知识储备、商品偏好、文字表达能力以及购物体验。提升策略包括提升评论者的信息能力和增加评论者的商品知识储备。

The openness of the network,the information fragments and the uncontrollability of the reviewers make quality of the online reviews uneven.A large amount of low quality of online reviews bring the wrong guidance on consumers’shopping decisions.Based on proposing the methods and criteria for defining the quality of online product review information,this paper analyzes the influencing factors and influencing mechanisms of online product review information quality from the perspective of reviewers,and proposes corresponding promotion strategies in order to provide some references for the study of online merchandise review information quality.The main influencing factors include the personality characteristics of the reviewers,commodity knowledge reserves,commodity preferences,textual expression skills,and shopping experience.The promotion strategy includes enhancing the information capabilities of the reviewers and increasing the reviewer’s commodity knowledge reserves.