摘要
随着电子商务的飞速发展,在线商品评论成为影响消费者购买决策和产品销量的重要因素.然而,消费者对在线商品评论的依赖导致在线商品虚假评论的不断涌现,电商平台和商家通过操纵评论进行恶意竞争,在损害消费者和商家相关利益的同时也扰乱了电子商务营商环境.本文以在线商品评论的文本数据为主要研究对象,基于说服性知识理论探究评论感知真实性对产品销量的影响.一方面,本文结合数据分析和实证模型探究评论感知真实性对消费者决策的影响.另一方面,本文通过文本数据分析,探究影响在线商品评论感知真实性的评论文本表现形式.本文构建系统广义矩估计模型对在线商品评论感知真实性对消费者决策的影响进行实证检验.同时,本文构建fractional logit模型探究影响在线商品评论感知真实性的评论文本表现形式.研究结果表明:在线商品评论的感知真实性通过调节消费者对评论信息的处理过程从而影响产品销量.评论的参考性、语境嵌入、内容细节和论点结构化是影响在线商品评论感知真实性的主要表现形式.研究结果为商家和平台有效治理在线商品虚假评论提供管理启示.
With the rapid development of E-commerce,online reviews are becoming an important resource to support consumer purchase decision making.This makes the online fraudulent reviews pervasive in the E-commerce platform resulting in great loss for both online consumers and merchants.Based on the persuasion knowledge theory,this study explores the effect of online reviews credibility perception on product sales.On the one hand,we explore the effect of online reviews credibility perception on consumer purchase decisions with adoption of the system GMM model.On the one hand,we extract review text features from online reviews and to study its effect on consumers’credibility perception of online reviews with adoption of the fractional logit model.The result shows that online reviews credibility perception moderates the effect of consumers’information processing of online reviews on product sales.The online review features as referring,contextual,detailing,and argument structuring have significant effect on online reviews credibility perception.This study has great managerial implications for both platforms and vendors to improve their practice on online review management.
作者
王强
张文
李健
马振中
WANG Qiang;ZHANG Wen;LI Jian;MA Zhenzhong(College of Economics and Management,Beijing University of Technology,Beijing 100124,China;Odette School of Business,University of Windsor,Windsor N9E 4Z4,Canada)
出处
《计量经济学报》
CSCD
2023年第2期513-530,共18页
China Journal of Econometrics
基金
国家自然科学基金(72174018,71932002)
北京市教委社科计划重点项目(SZ202110005001)
北京自然科学基金(9222001)。
