引入信息传递效率的在线评论效用评价
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摘要
【目的/意义】分析和识别在线评论效用是电子口碑研究的热点问题,其有助于消费者进行购买决策和辅助商家优化在线评论平台管理。【方法/过程】基于信息交流模式和交流障碍理论,运用DEA模型,对在线评论信息传递的效率、有效性、规模收益变化及其投影进行评价和分析。【结果/结论】在线评论信息传递综合效率偏低,不同手机类型在线评论信息传递差异较小。纯技术效率是导致在线评论信息传递综合效率偏低的主要因素;规模报酬变化呈现递增趋势,符合在线评论发展趋势。最后通过投影分析提出在线评论信息传递效率的改进幅度和方案。
【Purpose/significance】Analyzing and recognizing the effectiveness of online reviews is a hot topic in electronic word-of-mouth research, which helps consumers make purchase decisions and assists merchants in optimizing online commentary platform management.【Method/process】Based on the theory of information transmission, this paper evaluates the usefulness of online reviews and discusses the efficiency of information transfer in online comments. By using DEA model,information transmission of online reviews is evaluated and analyzed in terms of the efficiency, effectiveness, returns to scale revenue and projection.【Result/conclusion】The results show that the online reviews comprehensive communication efficiency is low and discrepancy of information efficiency is small among different types of mobile phone. Pure technical efficiency is the main factors of online reviews information comprehensive efficiency, which makes information transmission low; The change of scale compensation shows increasing trend, which accords with the development trend of the online review. Finally, the improvement range and program are proposed by projection analysis.
【Purpose/significance】Analyzing and recognizing the effectiveness of online reviews is a hot topic in electronic word-of-mouth research, which helps consumers make purchase decisions and assists merchants in optimizing online commentary platform management.【Method/process】Based on the theory of information transmission, this paper evaluates the usefulness of online reviews and discusses the efficiency of information transfer in online comments. By using DEA model,information transmission of online reviews is evaluated and analyzed in terms of the efficiency, effectiveness, returns to scale revenue and projection.【Result/conclusion】The results show that the online reviews comprehensive communication efficiency is low and discrepancy of information efficiency is small among different types of mobile phone. Pure technical efficiency is the main factors of online reviews information comprehensive efficiency, which makes information transmission low; The change of scale compensation shows increasing trend, which accords with the development trend of the online review. Finally, the improvement range and program are proposed by projection analysis.
引文
1 Lin Jingjing,Huang Yalou,Zhou Ming,etal.Low-Quality Product Review Detection in Opinion Summarization[J].Computational Linguistics,2007,(6):334-342.
2 Dave K,Pennock D M,Pennock D M.Mining the peanut gallery:opinion extraction and semantic classification of product reviews[C]//International Conference on World Wide Web.ACM,2003:519-528.
3 Chen C C,Tseng Y D.Quality evaluation of product reviews using an information quality framework[M].Holland:Elsevier Science Publishers B.V.,2011.
4蔡冬松,毕达天,周浩.产学研共同体信息供应链网络的信息传递效率研究[J].情报理论与实践,2013,36(9):7-8.
5陆晓菁,陈宏民.引入信息传递效率的电子口碑虚拟社区平台策略[J].系统管理学报,2015,24(5):625-633.
6 Huang A H,Chen K,Yen D C,et al.A study of factors that contribute to online review helpfulness[J].Computers in Human Behavior,2015,48(7):17-27.
7 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,2008:443-452.
8 Ngo-Ye T L,Sinha A P.The influence of reviewer engagement characteristics on online review helpfulness:A text regression model[J].Decision Support Systems,2014,61(4):47-58.
9 Li X,Hitt L M,Zhang Z J.Product Reviews and Competition in Markets for Repeat Purchase Products[J].Journal of Management Information Systems,2011,27(4):9-42.
10 Miao Q,Li Q,Dai R.AMAZING:A sentiment mining and retrieval system[J].Expert Systems with Applications,2009,36(3):7192-7198.
11 Kim S M,Pantel P,Chklovski T,et al.Automatically assessing review helpfulness[C]//Conference on Empirical Methods in Natural Language Processing.Association for Computational Linguistics,2006:423-430.
12 Korfiatis N.Evaluating content quality and helpfulness of online product reviews:The interplay of review helpfulness vs.review content[M].Holland:Elsevier Science Publishers B.V.,2012.
13张艳丰,李贺,彭丽徽,陈远方.基于模糊神经网络的在线评论效用分类过滤模型研究[J].情报科学,2017,35(5):94-99.
14张艳丰,李贺,翟倩,彭丽徽.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,2016,60(13):109-117.
15王祖辉,姜维,李一军.在线评论情感分析中固定搭配特征提取方法研究[J].管理工程学报,2014,28(4):180-186.
16 Ahmad S N,Laroche M.How Do Expressed Emotions Affect the Helpfulness of a Product Review?Evidence from Reviews Using Latent Semantic Analysis[J].International Journal of Electronic Commerce,2015,20(1):76-111.
17 Fang B,Qiang Y,Kucukusta D,et al.Analysis of the perceived value of online tourism reviews:influence of readability and reviewer characteristics.[J].Tourism Management,2016,52(2):498-506.
18梅洛-庞蒂.知觉现象学[M].北京:商务印书馆,2001.
19马向阳,王宇龙,汪波,孙颖.信息交流障碍对虚拟品牌社区中“社区互动与品牌忠诚”关系的调节作用--以小米社区为例[J].工业工程与管理,2015,(6):152-160.
20江晓东.什么样的产品评论最有用?--在线评论数量特征和文本特征对其有用性的影响研究[J].外国经济与管理,2015,37(4):41-55.
21米哈依洛夫.科学交流与情报学[M].北京:科学技术出版社,1980.
22 Hodgetts R M,Luthans F,Doh J P.International management:culture,strategy,and behavior[J].International Management Culture Strategy&Behavior,2012,11(263):76.
23 Ahrens J,Coyle J R,Strahilevitz M A.Electronic word of mouth:The effects of incentives on e-referrals by senders and receivers[J].European Journal of Marketing,2013,47(7):1034-1051.
24 Mudambi S M,Schuff D.What makes a helpful online review?a study of customer reviews on amazon.com[J].MISQuarterly,2010,34(1):185-200.
25 Dolinsky C,Feinberg R A.Linguistic barriers to consumer information processing:Information overload in the hispanic population[J].Psychology&Marketing,1986,3(4):261-271.
26 Ghose A,Ipeirotis P G.Estimating the Helpfulness and Economic Impact of Product Reviews:Mining Text and Reviewer Characteristics[J].Social Science Electronic Publishing,2011,23(10):1498-1512.
27 H.Hong,D.Xu,G.A,et al.Understanding the determinants of online review helpfulness:A meta-analytic investigation[J].Decision Support Systems,2017,102(10):1-11.
28王智生,李慧颖,孙锐.在线评论有用性投票的影响因素研究--基于商品类型的调节作用[J].管理评论,2016,28(7):143-153.
29闫强,孟跃.在线评论的感知有用性影响因素--基于在线影评的实证研究[J].中国管理科学,2013,21(1):126-131.
30殷国鹏.消费者认为怎样的在线评论更有用?--社会性因素的影响效应[J].管理世界,2012,(12):115-124.
31严建援,张丽,张蕾.电子商务中在线评论内容对评论有用性影响的实证研究[J].情报科学,2012,30(5):713-716,719.
32何有世,李娜.搜索型商品评论有用性影响因素研究[J].情报杂志,2016,35(12):202-206.
33 Liu Z,Park S.What makes a useful online review?Implication for travel product websites[J].Tourism Management,2015,47(47):140-151.
34 Zhu L,Yin G,He W.Is this opinion leader's review useful?Peripheral cues for online review helpfulness[J].Journa of Electronic Commerce Research,2014,15(4):267-280.
35 Chua A Y K,Banerjee S.Helpfulness of user-generated reviews as a function of review sentiment,product type and information quality[J].Computers in Human Behavior2016,54(10):547-554.
36 Guo B,Zhou S.What makes population perception of review helpfulness:an information processing perspective[J]Electronic Commerce Research,2017,17(4):1-24.
37 Lee S,Choeh J Y.The determinants of helpfulness of online reviews[J].Behaviour and Information Technology2016,35(10):853-863.
38 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.
39 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,Elsevier B.V.,201150(2):511-521.
40 Kuan K K Y,Hui K L,Prasarnphanich P,et al.What Makes a Review Voted?An Empirical Investigation of Review Voting in Online Review Systems[J].Journal of the Association for Information Systems,2015,16(1):48-71.
41 Salehan M,Dan J K.Predicting the performance of online consumer reviews[J].Decision Support Systems,2016,81(1):30-40.
42 Chen Z,Lurie N H.Temporal contiguity and negativity bias in the impact of online word of mouth.[J].Journal o Marketing Research,2013,50(4):463-476.
43 Gao L,Waechter K A,Bai X.Understanding consumers’continuance intention towards mobile purchase:A theoretical framework and empirical study-A case of China[J].Computers in Human Behavior,2015,53(12):249-262.
44 Otterbacher J.Managing Information in Online Product Review Communities(ECIS2008):Two Approaches[C]//16th European Conference on Information Systems.Galway,2008:706-717.
45 Zhou S,Guo B.The Interactive Effect of Review Rating and Text Sentiment on Review Helpfulness[C]//International Conference on Electronic Commerce&Web Technologies.Springer International Publishing,2015:100-111.
46 Banerjee S,Bhattacharyya S,Bose I.Whose online reviews to trust?Understanding reviewer trustworthiness and its impact on business[J].Decision Support Systems,2017,96(4):17-26.
47 Gao B,Hu N,Bose I.Follow the herd or be myself?An analysis of consistency in behavior of reviewers and helpfulness of their reviews[J].Decision Support Systems,Elsevier B.V.,2017,(3):1-11.
48 Qazi A,Syed K B S,Raj R G,et al.A concept-level approach to the analysis of online review helpfulness[J].Computers in Human Behavior,2016,58(5):75-81.
49 Forman C,Ghose A,Wiesenfeld B.Examining the Relationship Between Reviews and Sales:The Role of Reviewer Identity Disclosure in Electronic Markets[J].Information Systems Research,2008,19(3):291-313.
50朱丽叶,袁登华,张静宜.在线用户评论质量与评论者等级对消费者购买意愿的影响--产品卷入度的调节作用[J].管理评论,2017,29(2):87-96.
51张艳辉,李宗伟.在线评论有用性的影响因素研究:基于产品类型的调节效应[J].管理评论,2016,28(10):123-132.
2 Dave K,Pennock D M,Pennock D M.Mining the peanut gallery:opinion extraction and semantic classification of product reviews[C]//International Conference on World Wide Web.ACM,2003:519-528.
3 Chen C C,Tseng Y D.Quality evaluation of product reviews using an information quality framework[M].Holland:Elsevier Science Publishers B.V.,2011.
4蔡冬松,毕达天,周浩.产学研共同体信息供应链网络的信息传递效率研究[J].情报理论与实践,2013,36(9):7-8.
5陆晓菁,陈宏民.引入信息传递效率的电子口碑虚拟社区平台策略[J].系统管理学报,2015,24(5):625-633.
6 Huang A H,Chen K,Yen D C,et al.A study of factors that contribute to online review helpfulness[J].Computers in Human Behavior,2015,48(7):17-27.
7 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,2008:443-452.
8 Ngo-Ye T L,Sinha A P.The influence of reviewer engagement characteristics on online review helpfulness:A text regression model[J].Decision Support Systems,2014,61(4):47-58.
9 Li X,Hitt L M,Zhang Z J.Product Reviews and Competition in Markets for Repeat Purchase Products[J].Journal of Management Information Systems,2011,27(4):9-42.
10 Miao Q,Li Q,Dai R.AMAZING:A sentiment mining and retrieval system[J].Expert Systems with Applications,2009,36(3):7192-7198.
11 Kim S M,Pantel P,Chklovski T,et al.Automatically assessing review helpfulness[C]//Conference on Empirical Methods in Natural Language Processing.Association for Computational Linguistics,2006:423-430.
12 Korfiatis N.Evaluating content quality and helpfulness of online product reviews:The interplay of review helpfulness vs.review content[M].Holland:Elsevier Science Publishers B.V.,2012.
13张艳丰,李贺,彭丽徽,陈远方.基于模糊神经网络的在线评论效用分类过滤模型研究[J].情报科学,2017,35(5):94-99.
14张艳丰,李贺,翟倩,彭丽徽.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,2016,60(13):109-117.
15王祖辉,姜维,李一军.在线评论情感分析中固定搭配特征提取方法研究[J].管理工程学报,2014,28(4):180-186.
16 Ahmad S N,Laroche M.How Do Expressed Emotions Affect the Helpfulness of a Product Review?Evidence from Reviews Using Latent Semantic Analysis[J].International Journal of Electronic Commerce,2015,20(1):76-111.
17 Fang B,Qiang Y,Kucukusta D,et al.Analysis of the perceived value of online tourism reviews:influence of readability and reviewer characteristics.[J].Tourism Management,2016,52(2):498-506.
18梅洛-庞蒂.知觉现象学[M].北京:商务印书馆,2001.
19马向阳,王宇龙,汪波,孙颖.信息交流障碍对虚拟品牌社区中“社区互动与品牌忠诚”关系的调节作用--以小米社区为例[J].工业工程与管理,2015,(6):152-160.
20江晓东.什么样的产品评论最有用?--在线评论数量特征和文本特征对其有用性的影响研究[J].外国经济与管理,2015,37(4):41-55.
21米哈依洛夫.科学交流与情报学[M].北京:科学技术出版社,1980.
22 Hodgetts R M,Luthans F,Doh J P.International management:culture,strategy,and behavior[J].International Management Culture Strategy&Behavior,2012,11(263):76.
23 Ahrens J,Coyle J R,Strahilevitz M A.Electronic word of mouth:The effects of incentives on e-referrals by senders and receivers[J].European Journal of Marketing,2013,47(7):1034-1051.
24 Mudambi S M,Schuff D.What makes a helpful online review?a study of customer reviews on amazon.com[J].MISQuarterly,2010,34(1):185-200.
25 Dolinsky C,Feinberg R A.Linguistic barriers to consumer information processing:Information overload in the hispanic population[J].Psychology&Marketing,1986,3(4):261-271.
26 Ghose A,Ipeirotis P G.Estimating the Helpfulness and Economic Impact of Product Reviews:Mining Text and Reviewer Characteristics[J].Social Science Electronic Publishing,2011,23(10):1498-1512.
27 H.Hong,D.Xu,G.A,et al.Understanding the determinants of online review helpfulness:A meta-analytic investigation[J].Decision Support Systems,2017,102(10):1-11.
28王智生,李慧颖,孙锐.在线评论有用性投票的影响因素研究--基于商品类型的调节作用[J].管理评论,2016,28(7):143-153.
29闫强,孟跃.在线评论的感知有用性影响因素--基于在线影评的实证研究[J].中国管理科学,2013,21(1):126-131.
30殷国鹏.消费者认为怎样的在线评论更有用?--社会性因素的影响效应[J].管理世界,2012,(12):115-124.
31严建援,张丽,张蕾.电子商务中在线评论内容对评论有用性影响的实证研究[J].情报科学,2012,30(5):713-716,719.
32何有世,李娜.搜索型商品评论有用性影响因素研究[J].情报杂志,2016,35(12):202-206.
33 Liu Z,Park S.What makes a useful online review?Implication for travel product websites[J].Tourism Management,2015,47(47):140-151.
34 Zhu L,Yin G,He W.Is this opinion leader's review useful?Peripheral cues for online review helpfulness[J].Journa of Electronic Commerce Research,2014,15(4):267-280.
35 Chua A Y K,Banerjee S.Helpfulness of user-generated reviews as a function of review sentiment,product type and information quality[J].Computers in Human Behavior2016,54(10):547-554.
36 Guo B,Zhou S.What makes population perception of review helpfulness:an information processing perspective[J]Electronic Commerce Research,2017,17(4):1-24.
37 Lee S,Choeh J Y.The determinants of helpfulness of online reviews[J].Behaviour and Information Technology2016,35(10):853-863.
38 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.
39 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,Elsevier B.V.,201150(2):511-521.
40 Kuan K K Y,Hui K L,Prasarnphanich P,et al.What Makes a Review Voted?An Empirical Investigation of Review Voting in Online Review Systems[J].Journal of the Association for Information Systems,2015,16(1):48-71.
41 Salehan M,Dan J K.Predicting the performance of online consumer reviews[J].Decision Support Systems,2016,81(1):30-40.
42 Chen Z,Lurie N H.Temporal contiguity and negativity bias in the impact of online word of mouth.[J].Journal o Marketing Research,2013,50(4):463-476.
43 Gao L,Waechter K A,Bai X.Understanding consumers’continuance intention towards mobile purchase:A theoretical framework and empirical study-A case of China[J].Computers in Human Behavior,2015,53(12):249-262.
44 Otterbacher J.Managing Information in Online Product Review Communities(ECIS2008):Two Approaches[C]//16th European Conference on Information Systems.Galway,2008:706-717.
45 Zhou S,Guo B.The Interactive Effect of Review Rating and Text Sentiment on Review Helpfulness[C]//International Conference on Electronic Commerce&Web Technologies.Springer International Publishing,2015:100-111.
46 Banerjee S,Bhattacharyya S,Bose I.Whose online reviews to trust?Understanding reviewer trustworthiness and its impact on business[J].Decision Support Systems,2017,96(4):17-26.
47 Gao B,Hu N,Bose I.Follow the herd or be myself?An analysis of consistency in behavior of reviewers and helpfulness of their reviews[J].Decision Support Systems,Elsevier B.V.,2017,(3):1-11.
48 Qazi A,Syed K B S,Raj R G,et al.A concept-level approach to the analysis of online review helpfulness[J].Computers in Human Behavior,2016,58(5):75-81.
49 Forman C,Ghose A,Wiesenfeld B.Examining the Relationship Between Reviews and Sales:The Role of Reviewer Identity Disclosure in Electronic Markets[J].Information Systems Research,2008,19(3):291-313.
50朱丽叶,袁登华,张静宜.在线用户评论质量与评论者等级对消费者购买意愿的影响--产品卷入度的调节作用[J].管理评论,2017,29(2):87-96.
51张艳辉,李宗伟.在线评论有用性的影响因素研究:基于产品类型的调节效应[J].管理评论,2016,28(10):123-132.
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