基于IAM理论的在线评论媒介有效性研究

Validity of Online Review Media from the Perspective of IAM Theory

在线评论作为一种新兴的互联网互动方式,目前已经成为消费者购买决策的重要参考因素之一。然而在浩如烟海的评论里,消费者获得的是过载和有偏差的信息,评论的有效性无法确认而导致难以做出有效决策,这也为市场预测和策略调整带来不利影响。因此本文重点探讨在线评论的影响因素与有效性之间的关系。以"信息采纳模型"为基础从信息质量和信息源的角度,结合相应的理论模型,选取影响评论有效性的在线评论特征因素,构建BP神经网络模型来分析这些影响因素跟评论有效性之间的关系强度。通过爬虫获取的大量在线评论数据对模型的训练发现:评论的回复数、长度、时效性、商品类型和评论者等级对评论有效性有强关系作用,而且评论回复数的影响效果最为明显。最后基于实证研究成果给出了一些在线评论媒介运用的策略和建议。

Online review,as an emerging Internet information medium,has become one of the important reference factors for consumers’purchasing decisions.However,in the vast reviews,consumers get overloaded and biased information.The validity of the reviews cannot be confirmed and it is difficult to make effective decisions,which also adversely affects market forecasts and strategic adjustments.This study explores the relationship between influencing factors and effectiveness of online reviews.According to the information adoption model,the evaluation features are taken as the factors influencing the validity of the evaluation from the perspective of information quality and information source.First,based on the information adoption model,the online review feature factors that influence the validity of the review are selected from the perspective of information quality and information source.Then the BP neural network method is performed to analyze the relationship between the influencing factors and the validity of the reviews.Through the network training and data analysis,the results of the evaluation are the number of reviews,the length of the comment,the type of the product,and the level of the commentator have a strong relationship to the validity of the comment.The effect of the reply number is the most significant factor.Finally,some strategies and recommendations using review media are presented based on empirical research.