一星即差评?评论效价对酒店评论有用性的影响:一项混合方法研究

One-star Review Means Negative?The Effects of Hotel Review Valence on Review Usefulness:A Mixed Methods Research

现有关于评论效价对评论有用性影响的研究结论并不一致,且在关键变量的测量上存在局限性。文章基于前景理论,构建一个有调节的中介模型,并采用更为严谨的大数据分析与情景实验的混合方法,探讨评论效价(负面评论vs.正面评论)对酒店评论有用性影响关系的作用机制及边界条件。结果表明:(1)评论效价对评论有用性存在显著的负向影响,即相较于正面评论,负面评论有用性更高;(2)感知风险在评论效价与评论有用性之间起部分中介作用;(3)情感强度在评论效价对评论有用性直接影响中起调节作用,即对于负面评论,情感强度越高,评论有用性越高,但这种影响差异对正面评论不显著;(4)情感强度对评论效价与评论有用性的中介路径也存在调节作用,具体而言,负面评论的情感强度越高,消费者对产品的感知风险越强,评论有用性也就越强;而正面评论的情感强度高低并不会引起感知风险的显著变化,因而对评论有用性的影响差异也不明显。文章有助于揭示评论效价对评论有用性影响的作用机制,也对酒店和平台的在线评论管理和营销实践具有一定的启示意义。

The results of current studies on the effects of review valence on review usefulness are inconsistent,and there are limitations regarding the measurement of review valence.Based on prospect theory,this paper constructed a moderated mediation model,and adopted more rigorous mixed methods including a big data analysis and a scenario-based experiment to explore the intrinsic mechanism and boundary conditions of the relationship between review valence and review usefulness.The results show that:(1)review valence has a significant negative effect on review usefulness,that is,the usefulness of negative reviews is higher than that of positive reviews;(2)perceived risk plays a partially mediating role between review valence and review usefulness,which means review valence can not only directly predict review usefulness,but also have an indirect effect on review usefulness by stimulating consumers’perceived risk about the product;(3)the direct effect of review valence on review usefulness is moderated by emotional intensity,that is to say,the higher the emotional intensity for negative review,the more useful the review is,but the effect is not significant for positive review;(4)emotional intensity can significantly moderate the relationship between review valence and review usefulness.Specifically,the higher the emotional intensity of negative reviews,the stronger consumers’perceived risk of the product,thereby increasing the usefulness of negative reviews.However,for positive reviews,there is no significant difference in the effect of emotional intensity on perceived risk no matter the emotional intensity is high or low,so there is no difference in the effect of review valence on review usefulness.The authors believe that the paper helps to reveal the mechanism of the effect of review valence on review usefulness,and also provides some important implications for the review management and marketing practice of hotels and platforms.