追加评论功能对网络口碑供需双方的影响研究

A Study of the Impact of Additional Comments Function on eWOM Users

随着电子商务的不断发展,网络口碑成为消费者了解产品的重要渠道。近年来,电商平台为了提高评论质量,纷纷推出追加评论功能。利用"汽车之家"口碑平台的真实数据,采用自然实验的研究方法,分别从评论者和阅读者视角探究追加评论功能对口碑供需双方用户行为的彩响。研究结果表明:对读者而言,追加评论功能可以提高阅读者对评论的感知有用性,从而降低阅读者搜集有用信息的时间成本;对作者而言,追加评论功能可以激发评论者发表评论的热情,促使评论者撰写的评论更加客观。整体而言,追加评论功能的推出优化了传统的评论系统。研究结论不仅丰富了在线评论领域的理论研究,还为在线口碑平台改进评论功能提供了决策参考。

With the continuous development of e commerce,online word-of mouth has become an important channel for consumers to know the product information.In recent years,in order to im-prove the quality of online comments,the e-commerce platforms have launched the function of addi-tional comments one after another.By making use of the real data obtained from the"AutoHome"platform and adopting the research method of natural experiment,this paper explores the impacts of additional comments function on the users’behavior of both the supply and demand sides for the word-of-mouth from the perspectives of both readers and reviewers.The results show that for the readers,the additional comments function can improve readers’perceived usefulness of the comments,so as to reduce their time costs spent in searching of the useful information;and for the authors,the additional comments function can stimulate the enthusiasm of the reviewers to make comments,urging them to write more objective comments.On the whole,the introduction of the additional comments function can optimize the traditional commenting system.The conclusion of this study has not only enriched the theoretical researches in the ficld of online comments,but also provided decision refer-ences for the online WOM platforms to improve the commenting function.