基于有用性排序的在线评论与销量的关系研究
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摘要
[目的/意义]从海量的购物评价筛选出高效用的评论文本,既能为潜在用户的购买决策提供有价值的参考,也能为电子商务经营者提供巨大的商业价值。[方法/过程]通过量化在线评论的有用性指标,以模糊层次分析法确定属性权重,依据灰色关联分析法进行在线评论有用性排序,并基于有用性过滤评论,探究在线评论对销售绩效的影响。[结果/结论]差评的各项指标相比好评来说具有明显优势,有用性更高。评论总数、评论时效性显著促进产品销售。情感倾向对搜索型商品的销量的影响并不显著。
[Purpose/Significance] Effective reviews can not only provide valuable reference for consumers to make purchasing decisions,but also provide enormous commercial value for e-commerce operators. [Method/Process] This paper quantified the usefulness index of reviews, determined the attribute weight by fuzzy analytic hierarchy process( FAHP),and ranked the usefulness of online reviews according to grey correlation analysis method. Based on usefulness,the influence of online reviews on sales performance was explored. [Result/Conclusion] It is found that the negative comment was more likely to be highly useful. The number of reviews and the timeliness of reviews significantly promoted sales.The influence of emotional tendencies on sales of search products was not significant.
[Purpose/Significance] Effective reviews can not only provide valuable reference for consumers to make purchasing decisions,but also provide enormous commercial value for e-commerce operators. [Method/Process] This paper quantified the usefulness index of reviews, determined the attribute weight by fuzzy analytic hierarchy process( FAHP),and ranked the usefulness of online reviews according to grey correlation analysis method. Based on usefulness,the influence of online reviews on sales performance was explored. [Result/Conclusion] It is found that the negative comment was more likely to be highly useful. The number of reviews and the timeliness of reviews significantly promoted sales.The influence of emotional tendencies on sales of search products was not significant.
引文
[1]姜剑,张睿,于陶静.电子商务背景下在线评论研究[J].中国市场,2015,(41):69-70.
[2]BrightLocal.Local Consumer Review Survey[EB/OL].https://www.brightlocal.com/learn/local-consumer-review-survey/.
[3]于丽萍,夏志杰,王冰冰.在线评论对消费者网络购买意愿影响的研究[J].现代情报,2014,34(11):34-38.
[4]Ren J,Yeoh W,Ee M S,et al.Online Consumer Reviews and Sales:Examining the Chicken-Egg Relationships[J].Journal of the Association for Information Science&Technology,2017,69(3).
[5]张艳丰,李贺,翟倩,等.基于模糊TOPSIS分析的在线评论有用性排序过滤模型研究---以亚马逊手机评论为例[J].图书情报工作,2016,(13):109-117.
[6]Chatterjee P.Online Reviews:Do Consumers Use Them?[J].Advances in Consumer Research,2001,28.
[7]Mudambi S M,Schuff D.What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com[J].Social Science Electronic Publishing,2012,34(1):185-200.
[8]Liu Y,Huang X,An A,et al.Modeling and Predicting the Helpfulness of Online Reviews[C]//Eighth IEEE International Conference on Data Mining.IEEE Computer Society,2008:443-452.
[9]殷国鹏,刘雯雯,祝珊.网络社区在线评论有用性影响模型研究---基于信息采纳与社会网络视角[J].图书情报工作,2012,56(16):140-147.
[10]Pan Y,Zhang J Q.Born Unequal:A Study of the Helpfulness of User-Generated Product Reviews[J].Journal of Retailing,2011,87(4):598-612.
[11]Scholz M,Dorner V.The Recipe for the Perfect Review?An Investigation into the Determinants of Review Helpfulness[J].Business&Information Systems Engineering,2013,5(3):141-151.
[12]Ghose A,Ipeirotis P G.Estimating the Helpfulness and Economic Impact of Product Reviews:Mining Text and Reviewer Characteristics[J].IEEE Transactions on Knowledge&Data Engineering,2011,23(10):1498-1512.
[13]Chen Y,Wang Q,Xie J.Online Social Interactions:A Natural Experiment on Word of Mouth Versus Observational Learning[J].Social Science Electronic Publishing,2011,48(2):238-254.
[14]卓四清,冯永洲.在线评论有用性影响因素实证研究---基于Tripadvisor.com酒店评论数据[J].现代情报,2015,35(4):52-56.
[15]Cao Q,Duan W,Gan Q.Exploring Determinants of Voting for the“Helpfulness”of Online User Reviews:A Text Mining Approach[J].Decision Support Systems,2011,50(2):511-521.
[16]李志宇.在线商品评论效用排序模型研究[J].现代图书情报技术,2013,(4):62-68.
[17]陈市,李峥,吴晓松.基于模糊层次分析法的购物评价效用排序模型研究[J].企业经济,2017,(9):29-34.
[18]蔡晓珍,徐健,吴思竹.面向情感分析的用户评论过滤模型研究[J].现代图书情报技术,2014,30(4):58-64.
[19]吕韶华,杨亮,林鸿飞.基于LDA模型的餐馆评论排序[J].计算机工程,2011,37(19):62-64.
[20]王倩倩.一种在线商品评论信息可信度的排序方法[J].情报杂志,2015,(3):181-185.
[21]郭顺利,张向先,李中梅.面向用户信息需求的移动O2O在线评论有用性排序模型研究---以美团为例[J].图书情报工作,2015,(23):85-93.
[22]Chevalier J A,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Social Science Electronic Publishing,2006,43(3):345-354.
[23]Chintagunta P K,Gopinath S,Venkataraman S.The Effects of Online User Reviews on Movie Box-Office Performance:Accounting for Sequential Rollout and Aggregation Across Local Markets[J].Marketing Science,2010,29(5):944-957.
[24]卢向华,冯越.网络口碑的价值---基于在线餐馆点评的实证研究[J].管理世界,2009,(7):126-132.
[25]Shen Y,Li S,Demoss M.The Effect of Quantitative Electronic Word of Mouth on Consumer Perceived Product Quality[J].International Journal of Management&Marketing Research,2012,(5).
[26]宁连举,孙韩.在线负面评论对网络消费者购买意愿的影响[J].技术经济,2014,33(3):54-59.
[27]Thelwall M,Buckley K,Paltoglou G.Sentiment in Twitter E-vents[J].Journal of the American Society for Information Science and Technology,2011,62(2):406-418.
[28]杨雅秀.在线评论对创新扩散影响的实证研究[D].杭州:浙江大学,2012.
[29]张心悦,孙克琳,林浡夏,等.在线评论对商品销售的影响的实证研究[J].电子商务,2017,(7):51-52.
[30]Duan W,Gu B,Whinston A B.The Dynamics of Online Wordof-Mouth and Product Sales-An Empirical Investigation of the Movie Industry[J].Journal of Retailing,2008,84(2):233-242.
[31]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[32]龚诗阳,刘霞,赵平.线上消费者评论如何影响产品销量?---基于在线图书评论的实证研究[J].中国软科学,2013,(6):171-183.
[33]周梅华,李佩镅,牟宇鹏.在线评论对消费者购买意愿的影响---心理距离的中介作用[J].软科学,2015,(1):101-104.
[34]余伟萍,祖旭,孙阳波.不同产品类别在线评论对异质性消费者购买意愿影响[J].大连理工大学学报:社会科学版,2016,37(1):1-5.
[35]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[36]曾欢.旅游者对在线评论的信息采纳意愿研究[D].广州:暨南大学,2013.
[37]TMO.2018中国电商网站排名[EB/OL].https://www.tmogroup.com.cn/other/26559/.
[38]付东普,王刊良.评论回报对在线产品评论的影响研究---社会关系视角[J].管理科学学报,2015,18(11):1-12.
[39]苏雪佳.B2C在线评论有用性影响因素研究[D].武汉:中南民族大学,2012.
[40]李亚珍,李晓戈,于根.基于中文股票博客的情感分类[J].武汉大学学报:理学版,2015,61(2):163-168.
[41]大连理工信息检索研究室.情感词汇本体库[EB/OL].http://ir.dlut.edu.cn/EmotionOntologyDownload.
[42]张吉军.模糊一致判断矩阵3种排序方法的比较研究[J].系统工程与电子技术,2003,25(11):1370-1372.
[43]张吉军.模糊层次分析法(FAHP)[J].模糊系统与数学,2000,14(2):80-88.
[44]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013,(s2):406-411.
[45]廖俊云,黄敏学.基于酒店销售的在线产品评论、品牌与产品销量实证研究[J].管理学报,2016,13(1):122.
[46]杜学美,丁璟妤,谢志鸿,等.在线评论对消费者购买意愿的影响研究[J].管理评论,2016,28(3):173-183.
[47]张晓锋.在线评论对空调销量的影响---基于天猫平台数据的实证研究[J].中国市场,2017,(28):121-124.
[48]陈在飞.不同来源在线评论对网络零售商产品销量的影响研究[D].南京:南京大学,2014.
[49]李玉玉,廖成林,王晓欢.在线评论的量化指标对产品销量的影响研究---基于搜寻品视角[J].价值工程,2017,36(29):33-34.
[50]王文君,张静中.电子商务网站在线评论对手机销量影响的实证研究[J].河北工业科技,2016,33(3):188-193.
[2]BrightLocal.Local Consumer Review Survey[EB/OL].https://www.brightlocal.com/learn/local-consumer-review-survey/.
[3]于丽萍,夏志杰,王冰冰.在线评论对消费者网络购买意愿影响的研究[J].现代情报,2014,34(11):34-38.
[4]Ren J,Yeoh W,Ee M S,et al.Online Consumer Reviews and Sales:Examining the Chicken-Egg Relationships[J].Journal of the Association for Information Science&Technology,2017,69(3).
[5]张艳丰,李贺,翟倩,等.基于模糊TOPSIS分析的在线评论有用性排序过滤模型研究---以亚马逊手机评论为例[J].图书情报工作,2016,(13):109-117.
[6]Chatterjee P.Online Reviews:Do Consumers Use Them?[J].Advances in Consumer Research,2001,28.
[7]Mudambi S M,Schuff D.What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com[J].Social Science Electronic Publishing,2012,34(1):185-200.
[8]Liu Y,Huang X,An A,et al.Modeling and Predicting the Helpfulness of Online Reviews[C]//Eighth IEEE International Conference on Data Mining.IEEE Computer Society,2008:443-452.
[9]殷国鹏,刘雯雯,祝珊.网络社区在线评论有用性影响模型研究---基于信息采纳与社会网络视角[J].图书情报工作,2012,56(16):140-147.
[10]Pan Y,Zhang J Q.Born Unequal:A Study of the Helpfulness of User-Generated Product Reviews[J].Journal of Retailing,2011,87(4):598-612.
[11]Scholz M,Dorner V.The Recipe for the Perfect Review?An Investigation into the Determinants of Review Helpfulness[J].Business&Information Systems Engineering,2013,5(3):141-151.
[12]Ghose A,Ipeirotis P G.Estimating the Helpfulness and Economic Impact of Product Reviews:Mining Text and Reviewer Characteristics[J].IEEE Transactions on Knowledge&Data Engineering,2011,23(10):1498-1512.
[13]Chen Y,Wang Q,Xie J.Online Social Interactions:A Natural Experiment on Word of Mouth Versus Observational Learning[J].Social Science Electronic Publishing,2011,48(2):238-254.
[14]卓四清,冯永洲.在线评论有用性影响因素实证研究---基于Tripadvisor.com酒店评论数据[J].现代情报,2015,35(4):52-56.
[15]Cao Q,Duan W,Gan Q.Exploring Determinants of Voting for the“Helpfulness”of Online User Reviews:A Text Mining Approach[J].Decision Support Systems,2011,50(2):511-521.
[16]李志宇.在线商品评论效用排序模型研究[J].现代图书情报技术,2013,(4):62-68.
[17]陈市,李峥,吴晓松.基于模糊层次分析法的购物评价效用排序模型研究[J].企业经济,2017,(9):29-34.
[18]蔡晓珍,徐健,吴思竹.面向情感分析的用户评论过滤模型研究[J].现代图书情报技术,2014,30(4):58-64.
[19]吕韶华,杨亮,林鸿飞.基于LDA模型的餐馆评论排序[J].计算机工程,2011,37(19):62-64.
[20]王倩倩.一种在线商品评论信息可信度的排序方法[J].情报杂志,2015,(3):181-185.
[21]郭顺利,张向先,李中梅.面向用户信息需求的移动O2O在线评论有用性排序模型研究---以美团为例[J].图书情报工作,2015,(23):85-93.
[22]Chevalier J A,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Social Science Electronic Publishing,2006,43(3):345-354.
[23]Chintagunta P K,Gopinath S,Venkataraman S.The Effects of Online User Reviews on Movie Box-Office Performance:Accounting for Sequential Rollout and Aggregation Across Local Markets[J].Marketing Science,2010,29(5):944-957.
[24]卢向华,冯越.网络口碑的价值---基于在线餐馆点评的实证研究[J].管理世界,2009,(7):126-132.
[25]Shen Y,Li S,Demoss M.The Effect of Quantitative Electronic Word of Mouth on Consumer Perceived Product Quality[J].International Journal of Management&Marketing Research,2012,(5).
[26]宁连举,孙韩.在线负面评论对网络消费者购买意愿的影响[J].技术经济,2014,33(3):54-59.
[27]Thelwall M,Buckley K,Paltoglou G.Sentiment in Twitter E-vents[J].Journal of the American Society for Information Science and Technology,2011,62(2):406-418.
[28]杨雅秀.在线评论对创新扩散影响的实证研究[D].杭州:浙江大学,2012.
[29]张心悦,孙克琳,林浡夏,等.在线评论对商品销售的影响的实证研究[J].电子商务,2017,(7):51-52.
[30]Duan W,Gu B,Whinston A B.The Dynamics of Online Wordof-Mouth and Product Sales-An Empirical Investigation of the Movie Industry[J].Journal of Retailing,2008,84(2):233-242.
[31]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[32]龚诗阳,刘霞,赵平.线上消费者评论如何影响产品销量?---基于在线图书评论的实证研究[J].中国软科学,2013,(6):171-183.
[33]周梅华,李佩镅,牟宇鹏.在线评论对消费者购买意愿的影响---心理距离的中介作用[J].软科学,2015,(1):101-104.
[34]余伟萍,祖旭,孙阳波.不同产品类别在线评论对异质性消费者购买意愿影响[J].大连理工大学学报:社会科学版,2016,37(1):1-5.
[35]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[36]曾欢.旅游者对在线评论的信息采纳意愿研究[D].广州:暨南大学,2013.
[37]TMO.2018中国电商网站排名[EB/OL].https://www.tmogroup.com.cn/other/26559/.
[38]付东普,王刊良.评论回报对在线产品评论的影响研究---社会关系视角[J].管理科学学报,2015,18(11):1-12.
[39]苏雪佳.B2C在线评论有用性影响因素研究[D].武汉:中南民族大学,2012.
[40]李亚珍,李晓戈,于根.基于中文股票博客的情感分类[J].武汉大学学报:理学版,2015,61(2):163-168.
[41]大连理工信息检索研究室.情感词汇本体库[EB/OL].http://ir.dlut.edu.cn/EmotionOntologyDownload.
[42]张吉军.模糊一致判断矩阵3种排序方法的比较研究[J].系统工程与电子技术,2003,25(11):1370-1372.
[43]张吉军.模糊层次分析法(FAHP)[J].模糊系统与数学,2000,14(2):80-88.
[44]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013,(s2):406-411.
[45]廖俊云,黄敏学.基于酒店销售的在线产品评论、品牌与产品销量实证研究[J].管理学报,2016,13(1):122.
[46]杜学美,丁璟妤,谢志鸿,等.在线评论对消费者购买意愿的影响研究[J].管理评论,2016,28(3):173-183.
[47]张晓锋.在线评论对空调销量的影响---基于天猫平台数据的实证研究[J].中国市场,2017,(28):121-124.
[48]陈在飞.不同来源在线评论对网络零售商产品销量的影响研究[D].南京:南京大学,2014.
[49]李玉玉,廖成林,王晓欢.在线评论的量化指标对产品销量的影响研究---基于搜寻品视角[J].价值工程,2017,36(29):33-34.
[50]王文君,张静中.电子商务网站在线评论对手机销量影响的实证研究[J].河北工业科技,2016,33(3):188-193.