基于信号传递理论的在线评论有用性影响因素研究

Research on Factors Influencing Online Review Usefulness Based on Signaling Theory

[目的/意义]在线评论在消费者网络购物决策过程中解决信息不对称的作用日益显著,探索在线评论有用性影响因素对消费者和商家都具有重要意义。[方法/过程]以信号传递理论为框架,从与评论内容、评论者和反馈有关的信号构建在线评论有用性影响因素模型,同时考虑商品类型的调节作用,并分析了信号环境的影响。[结果/结论]通过亚马逊中国网站获取客观数据进行实证研究,发现负面评论、评论字数越多、评论含有图片、评论者对信息有披露、评论者排名越靠前、评论回应数量越多则评论有用性越高,商品类型在评论情感倾向、评论图片对评论有用性影响中起到了显著的调节作用,并且信号影响评论有用性受到信号环境的影响。

[Purpose/Significance]Online reviews play an increasingly significant role in solving information asymmetry in the decision-making process of consumer online shopping.In order to optimize the user experience of consumers,it is necessary to timely and correctly dig out the online review information that is useful to consumers.Therefore,it is of great significance to explore the factors influencing the usefulness of online reviews.[Method/Process]Based on signaling theory,this paper constructed a model of factors influencing online review usefulness from the signals related to the review content,reviewers and the review feedback,in which the moderating role of the product type was considered.On the basis of previous researches,the review readers’ feedback to the review and the signal environment influence were explored.[Result/Conclusion]The objective online review data were obtained through Amazon China website,and the factors influencing online review usefulness were empirically tested.The results showed that negative reviews,reviews with more number of words,reviews with pictures,reviews with the reviewer disclosure,reviews produced by the reviewer with higher rank were more useful for consumers.The product type had a moderating role in review sentiment and review pictures influencing review usefulness,moreover,the influence of signal environment was verified.