网络评论管理:挑战与潜在研究方向

Network Comment Management:Challenges and Potential Research Directions

通过打破时间和空间方面的限制,互联网经济极大地降低了人们获取信息的成本,便利了人们的生活。然而以电子商务为代表的网络平台中普遍存在着信息不对称的缺点;网络评论在一定程度上解决了商家和消费者之间的信息不对称问题。海量的网络评论中蕴藏着关于产品质量、商家服务、产品是否符合顾客个性化需求、产品/服务缺陷等方面的有用信息。随着网络评论对顾客的购买选择行为影响力的增加,商家也日渐意识到评论信息的商业价值,注重网络评论的管理,并基于网络评论来优化定价、库存、营销等决策。网络评论为信息系统与信息管理、市场营销、组织行为、运营与供应链管理等领域的学者带来了广泛的研究课题,包括评论的深度挖掘与知识发现、基于评论的需求预测、评论自身的管理以及基于评论的运营管理等。本文在梳理网络评论的作用与管理挑战的基础上,综述学者已经开展的相关研究工作,并对下一步值得关注和进一步研究的评论管理相关研究方向进行了展望。

By breaking the restrictions of time and space,the network economy greatly reduces the information searching cost and facilitates people's daily life.However,as compared to traditional economy,network platforms(e.g.,Taobao,Douyin,Didi,and Airbnb)have the disadvantage of information asymmetry between sellers(or service providers)and consumers.By allowing customers to post their experiences about shopping and product usage,network comments partially address the problem of information asymmetry.Massive network comments contain useful information about product quality,service level,product/service fitness,and product defects.As network comments play an increasingly important role in influencing customers'purchasing and choice behavior,firms become increasingly aware of the value of comment information,and pay more attention to the management of network comments.Besides,they even make pricing,inventory,and marketing decisions by taking into account the impact of network comments.From the perspec-tive of academic research,the network comments practice provides ample research opportunities for scholars from various disciplines including information systems and information management,marketing,organizational behavior,and opera-tions and supply chain management.The research topics include in-depth mining and knowledge discovery of network comments,demand forecasting based on comments,management of network comments themselves,and operational decision making based on network comments.This paper provides a systematic analysis of the benefits and challenges of network comments,surveys the existing literature relevant to network comments,and proposes some promising directions forfutureresearch.