什么样的评论更有用?基于ELM的“Meta分析”

What Makes a Helpful Review? A “Meta-analysis” Based on Elaboration Likelihood Model

在线评论有用性已成为国内外电子商务领域的研究热点。然而,目前的文献对在线评论有用性影响因素的方向和强度尚未给以定论。本研究通过梳理国内外有关在线评论有用性的实证研究,运用Meta分析方法对138篇实证研究的540个效应值进行再分析,基于ELM构建在线评论有用性影响因素框架模型,从评论信息特征(中心路径)和评论者特征(边缘路径)两方面探究在线评论有用性及其影响因素之间的数量关系,并通过Meta回归探索这些异质性产生的原因。结果表明,产品特征、数据来源、研究方法等因素的差异性会起到一定的调节作用。本研究的结论对学术领域和电子商务运营实践具有重要的指导意义。

Online review helpfulness has increasingly become a hot topic in recent years. However,existing researches fail to reach consistent conclusions on the direction and strength of the factors affecting review helpfulness. Combining empirical studies on the helpfulness of online reviews at home and abroad,our work builds a framework based on elaboration likelihood model and utilizes Meta-analysis to reanalyze 540 effect values of 138 independent studies. Our work explores the quantitative relationship between review helpfulness and its influencing factors from both review(central route) and reviewer(peripheral route) characteristics,and further explores the reasons for the heterogeneity through Meta-regression and finds some interesting insights. This study has great significance for academic research and e-commerce practice.