基于体验型产品的在线评论有用性影响研究

Research on the Helpfulness Effect of Online Reviews Based on Experiential Products

在线评论这一用户生成内容已成为影响消费者购买决策时的重要依据,为了识别在线评论有用性的影响因素,构建基于双重过程理论的启发—系统式(HSM)分析模型,选取Steam平台上的11236条在线评论数据作为样本,利用多元线性回归的方法探讨了各因素对体验型产品在线评论有用性的影响并研究了评论者身份的调节作用。研究结果发现,启发式线索中,评论时间间隔、评论长度、评论评级、评论者好友数量和评论者产品使用经验影响评论有用性,评论者讨论组数量影响不显著;系统式线索中,积极情感、消极情感和评论可读性均影响在线评论有用性;评论者身份对评论时间间隔、评论长度、评论者朋友数对评论有用性的影响过程有调节作用。通过研究丰富了UGC有用性研究的相关理论,拓展了HSM模型的应用情境,同时有助于在线评论平台通过改进评论展示机制提高在线评论质量。

Online reviews,as a user-generated content,have become an important basis for influencing consumer purchasing decisions.To identify the factors influencing the helpfulness of online reviews,this study constructs a heuristic-systematic(HSM)analysis model based on dual process theory,selects 11,236 online reviews on the Steam platform as a sample,and uses a multiple linear regression method to explore the influence of each factor on the helpfulness of online reviews of experiential products and investigates the moderating role of reviewer identity.The results show that among the heuristic cues,review time interval,review length,review rating,the number of reviewers'friends and reviewers'experience affect the helpfulness of reviews,while the number of reviewers'discussion groups has no significant effect.In systematic cues,positive emotion,negative emotion and review readability affect the helpfulness of online reviews.The reviewer identity has a regulatory role for the influencing process of review time interval,review length and the number of reviewers'friends on the helpfulness.This study enriches the theories related to UGC usefulness research and expands the application context of the HSM,while helping online review platforms to improve the quality of online reviews by improving the review presentation mechanism.