追加评论特征及其感知有用性的研究——基于京东网站真实评论数据

Research on Additional Reviews Features and Their Perceived Usefulness:Based on the Real Comment Data of JD.com

基于京东商城上6491对追加评论,运用情感分析对追加评论组按照情感效价、情感强度、时间距离进行分类,运用秩和检验等方法对不同类型追加评论的特征及其感知有用性进行了探究。研究发现:(1)相对于一次性评论,追加评论能够带给消费者更多的有用性感知。(2)相对于追评为正组,追评为负组给消费者的感知有用性更大。(3)对于前后效价一致和“初正追负”的两次评论,追评情感强度强于初评,但对于“初负追正”组,追评的情感强度小于初评。(4)搜索品的时间间隔显著大于体验品;对于搜索品来说,时间间隔较长的追加评论感知有用性强于时间间隔短的追加评论,而对于体验品来说,时间间隔较短的追加评论感知有用性强于时间间隔长的追加评论。

Based on the 6491 pairs of additional reviews of JD.com,the sentiment analysis is used to classify additional review groups according to emotional valence,emotional intensity and time distance.The rank sum test is used to analyze the characteristics of different types of additional reviews and their perceived usefulness.The study found that:(1)Compared with one-time reviews,additional reviews can bring more usefulness perceptions to consumers;(2)Compared with the additional reviews whose second review is positive,those whose second review is negative give consumers more perceived usefulness.(3)For the additional reviews whose two reviews’valence are same,the emotional intensity of the second review is stronger than the first review,so is the additional reviews whose first review is positive and second second review is negative.But for the additional reviews whose first review is negative and second review is positive,the emotional intensity of the first review is stronger than the second review(4)The time interval of the search product is significantly larger than the experience product.For the search product,the additional reviews with longer time interval is more useful than the additional reviews with short time interval.And for the experience product,additional reviews with shorter time are more useful than those with a long interval.