摘要
在线评论已经成为影响消费者做出购买决策的重要因素。以信号传递理论为框架,从评论者、评论本身和有关反馈3个方面探究其对在线评论有用性的影响,并引入产品类型作为调节变量建立模型。通过京东商城的客观数据进行实证分析,结果显示,图片数量、追评、视频、评论回复数显著影响评论的有用性。其中,评论回复数的影响最为明显;产品类型在追评对评论有用性的影响中没有起到调节作用;评论者的等级、评论的可读性对评论的有用性的影响不显著。结论既对评论有用性的研究提供了参考,也有利于企业高效地管理和应用在线评论。
Online reviews have become an important factor influencing consumers to make purchase decisions.This paper constructs the influencing factor model of the usefulness of online reviews from three aspects:the signal related to the reviewer,the review itself and the feedback.Through the empirical analysis of the objective data of Jingdong Mall,it is concluded that the number of pictures,additional reviews,videos and review replies significantly influence the usefulness of comments,among which the influence of review replies is the most obvious.However,the grade of the reviewer and the readability of the review have no significant influence on the usefulness of the review.The conclusions of the research not only make a theoretical contribution to the research on the usefulness of reviews,but also help enterprises to effectively manage and apply online reviews.
作者
宋苏娟
李赛凤
季振义
曾余洋
彭卫
Song Sujuan;Li Saifeng;Ji Zhengyi;Zeng Yuyang;Peng Wei(Business School of Sichuan Agricultural University,Chengdu 611830,China)
出处
《科技创业月刊》
2021年第2期72-79,共8页
Journal of Entrepreneurship in Science & Technology
基金
国家自然科学基金项目(71972136)。
