摘要
基于亚马逊中国的真实评论数据,采用负二项回归模型实证检验了评论文本长度对评论有用性的影响以及产品类型的调节作用。结果显示,异质性居中的产品类型的调节效应高于异质性高和同质性高的产品类型,即数码影音类产品的评论文本长度对评论有用性的正向影响要强于家电和家装类产品,并得到模型稳健性检验。
This paper empirically examined the impact of review length on the helpfulness of review and the moderation effect of product category by the negative binomial regression model based on real review data from Amazon China.The results show that the product types with medium heterogeneity have a greater moderation effect than the product types with high heterogeneity or homogeneity,that is,the positive impact of the review length of digital audio-visual products on the helpfulness of review is stronger than that of household appliances and home decoration products and after robustness tests the conclusion still holds.
作者
章璇
Zhang Xuan(College of Business,Jiaxing University,Jiaxing,Zhejiang 314001)
出处
《嘉兴学院学报》
2022年第5期104-112,共9页
Journal of Jiaxing University
基金
教育部人文社会科学研究青年基金项目(14YJC630204)。
关键词
评论有用性
评论长度
产品类型
负二项回归模型
helpfulness of review
review length
product category
negative binomial regression model
