基于知识特征的在线评论知识转移效率测度研究
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摘要
【目的/意义】对在线评论知识交流效率进行评价,有利于推动用户知识交流和实现在线评论社区优化发展。【方法/过程】本文基于知识转移的相关理论,运用DEA模型测量在线评论的知识转移效率,并对其有效性、规模收益和投影效果进行分析。【结果/结论】研究结果表明:在线评论知识转移综合效率表现一般,规模效率是影响在线评论知识转移效率的主要原因。不同手机类型的规模收益均呈现递增趋势,说明强化在线评论知识密度和缩小在线评论知识距离与降低在线评论知识粘度有助于在线评论知识转移效率和有用性的提高。投影分析表明知识距离、评论赞同数和问答数需要大幅度进行优化调整。
【Purpose/significance】Evaluating the efficiency of knowledge exchange on online reviews is conducive to promoting user knowledge exchange and optimizing the development of online review communities.【Method/process】Based on the relevant theory of knowledge transfer, this paper uses the DEA model to measure the knowledge transfer efficiency of online reviews and analyzes its effectiveness, scale returns, and projection effects.【Result/conclusion】The research results show that the comprehensive efficiency of online review knowledge transfer is general, and scale efficiency is the main reason that affects the efficiency of online review knowledge transfer. The scale returns of different mobile phone types are increasing, which indicates that strengthening knowledge density of online reviews and narrowing the knowledge distance and reducing the online knowledge viscosity can help improve the efficiency and usefulness of online review knowledge transfer.The projection analysis shows that the knowledge distance, the number of comments and the number of questions and answers need to be greatly optimized.
【Purpose/significance】Evaluating the efficiency of knowledge exchange on online reviews is conducive to promoting user knowledge exchange and optimizing the development of online review communities.【Method/process】Based on the relevant theory of knowledge transfer, this paper uses the DEA model to measure the knowledge transfer efficiency of online reviews and analyzes its effectiveness, scale returns, and projection effects.【Result/conclusion】The research results show that the comprehensive efficiency of online review knowledge transfer is general, and scale efficiency is the main reason that affects the efficiency of online review knowledge transfer. The scale returns of different mobile phone types are increasing, which indicates that strengthening knowledge density of online reviews and narrowing the knowledge distance and reducing the online knowledge viscosity can help improve the efficiency and usefulness of online review knowledge transfer.The projection analysis shows that the knowledge distance, the number of comments and the number of questions and answers need to be greatly optimized.
引文
1闵庆飞,覃亮,张克亮.影响在线评论有用性的因素研究[J].管理评论,2017,29(10):95-107.
2苏婉,李阳春.移动互联网O2O模式下顾客知识共享机制研究[J].情报理论与实践,2016,39(4):89-92.
3朱红涛.知识特性对知识交流效率的影响研究[J].情报理论与实践践,2012,35(7):34-37,23.
4 Van Wijk R,Jansen J J P,Lyles M A.Inter-and Intra-Organizational Knowledge Transfer:A Meta-Analytic Review and Assessment of its Antecedents and ConsequencesJournal of Management Studies,2008,45(4):830-853.
5 Gilbert M,Cordey-Hayes,M.Understanding the Process of Knowledge Transfer to Achieve Successful Technological Innovation[J].Technovation,1996,16(6):30-31.
6王开明,万君康.论知识的转移与扩散[J].外国经济与管理,2000,(10):2-7.
7胡昌平,周知.网络社区中知识转移影响因素分析[J].图书馆学研究,2014,(23):24-30,6.
8 Almor T,Hashai N,Hirsch S.The Product Cycle Revisited:Knowledge Intensity and Firm Internationalization[J].Management International Review,2006,46(5):507-528.
9王浣尘.信息距离与信息[M].北京:科学出版社,2006.
10毛蕴诗,应红.知识密度的多维结构及其影响关系研究--基于东莞制造业出口企业的国际市场表现的实证研究[J].东南大学学报(哲学社会科学版),2015,17(6):66-73,147.
11 Swar B,Hameed T,Reychav I.Information overload,psychological ill-being,and behavioral intention to continue online health information search[J].Computers in Human Behavior,2016,(70):416-425.
12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.
13彭丽徽,李贺,张艳丰,陈远方.基于品牌声誉感知差异的在线评论有用性影响因素实证研究[J].情报科学,201735(9):159-164.
14李中梅,张向先,郭顺利.移动商务环境下O2O用户在线评论有用性影响因素研究[J].情报科学,2017,35(2):130-137.
15 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.
16 Von HippelE."Sticky Information"and the Locus of Problem Solving:Implications for Innovation[J].Management Science,1994,40(4):429-439.
17周贺来.基于治理视角的知识粘性削弱对策研究[J].科学学与科学技术管理,2008,29(6):90-93.
18 Kogut B,Zander U.Knowledge of the Firm,Combinative Capabilities,and the Replication of Technology[J].Knowledge in Organisations,1992,3(3):17-35.
19 Lippman S A,Rumelt R P.Uncertain Imitability:An Analysis of Interfirm Differences in Efficiency under Competition[J].Bell Journal of Economics,1982,13(2):418-438.
20刘伟,徐鹏涛.O2O电商平台在线点评有用性影响因素的识别研究--以餐饮行业O2O模式为例[J].中国管理科学,2016,24(5):168-176.
21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.
22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.
23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,2015,59(23):85-93.
24 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):1-11.
25 Flesch R.The Art of Plain Talk[J].Aorn Journal,1964,9(3)146-147.
26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(S1)126-131.
27郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,13(8):78-88,96.
2苏婉,李阳春.移动互联网O2O模式下顾客知识共享机制研究[J].情报理论与实践,2016,39(4):89-92.
3朱红涛.知识特性对知识交流效率的影响研究[J].情报理论与实践践,2012,35(7):34-37,23.
4 Van Wijk R,Jansen J J P,Lyles M A.Inter-and Intra-Organizational Knowledge Transfer:A Meta-Analytic Review and Assessment of its Antecedents and ConsequencesJournal of Management Studies,2008,45(4):830-853.
5 Gilbert M,Cordey-Hayes,M.Understanding the Process of Knowledge Transfer to Achieve Successful Technological Innovation[J].Technovation,1996,16(6):30-31.
6王开明,万君康.论知识的转移与扩散[J].外国经济与管理,2000,(10):2-7.
7胡昌平,周知.网络社区中知识转移影响因素分析[J].图书馆学研究,2014,(23):24-30,6.
8 Almor T,Hashai N,Hirsch S.The Product Cycle Revisited:Knowledge Intensity and Firm Internationalization[J].Management International Review,2006,46(5):507-528.
9王浣尘.信息距离与信息[M].北京:科学出版社,2006.
10毛蕴诗,应红.知识密度的多维结构及其影响关系研究--基于东莞制造业出口企业的国际市场表现的实证研究[J].东南大学学报(哲学社会科学版),2015,17(6):66-73,147.
11 Swar B,Hameed T,Reychav I.Information overload,psychological ill-being,and behavioral intention to continue online health information search[J].Computers in Human Behavior,2016,(70):416-425.
12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.
13彭丽徽,李贺,张艳丰,陈远方.基于品牌声誉感知差异的在线评论有用性影响因素实证研究[J].情报科学,201735(9):159-164.
14李中梅,张向先,郭顺利.移动商务环境下O2O用户在线评论有用性影响因素研究[J].情报科学,2017,35(2):130-137.
15 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.
16 Von HippelE."Sticky Information"and the Locus of Problem Solving:Implications for Innovation[J].Management Science,1994,40(4):429-439.
17周贺来.基于治理视角的知识粘性削弱对策研究[J].科学学与科学技术管理,2008,29(6):90-93.
18 Kogut B,Zander U.Knowledge of the Firm,Combinative Capabilities,and the Replication of Technology[J].Knowledge in Organisations,1992,3(3):17-35.
19 Lippman S A,Rumelt R P.Uncertain Imitability:An Analysis of Interfirm Differences in Efficiency under Competition[J].Bell Journal of Economics,1982,13(2):418-438.
20刘伟,徐鹏涛.O2O电商平台在线点评有用性影响因素的识别研究--以餐饮行业O2O模式为例[J].中国管理科学,2016,24(5):168-176.
21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.
22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.
23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,2015,59(23):85-93.
24 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):1-11.
25 Flesch R.The Art of Plain Talk[J].Aorn Journal,1964,9(3)146-147.
26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(S1)126-131.
27郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,13(8):78-88,96.
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