基于商品类型的在线负面评论有用性影响因素比较研究
|
摘要
[目的/意义]对在线负面评论有用性影响因素分析,能够有助于揭示在线评论的作用机理,更加有效地发挥在线评论的应用价值。[过程/方法]以京东商城(jd.com)搜索型和体验型商品的在线负面评论为研究对象建立分层回归模型,从形式特征、内容特征、文本特征、反馈特征等4个维度出发,探索不同因素对在线负面评论有用性的影响,并采用主成分分析法对商品类型调节作用下的影响因素重要程度进行排序。[结果/结论]研究结果表明,在线负面评论的影响因素受商品类型调节,会对有用性产生非线性复杂影响,导致作用度存在差异。对于搜索型商品,在线负面评论中评论等级、回复次数和评论长度等影响因素的有用性明显;而对于体验型商品,在线负面评论中附加图片、详尽地客观描述能够促进消费者做出购买决策。
[Purpose/Significance]Analysis of the influencing factors of the usefulness of online negative reviews can help to reveal the mechanism of online reviews and more effectively apply online reviews.[Process/Method]This paper established a hierarchical regression model based on the online negative reviews of search and experience products sold by JD Mall(jd.com),and explored the usefulness of different factors on online negative reviews from four dimensions:formal characteristics,content features,text features and feedback characteristics.Principal component analysis is used to rank the importance factors under the adjustment of commodity type.[Results/Conclusions]The results showed that the influencing factors of online negative reviews were regulated by commodity types,which would have a non-linear and complex impact on usefulness,resulting in differences in the degree of action.For search-type products,the usefulness of influencing factors such as review rating,number of replies,and length of reviews in online negative reviews was obvious;While for experiential products,additional images and detailed objective descriptions in online negative reviews could promote consumers to make purchases decision.
[Purpose/Significance]Analysis of the influencing factors of the usefulness of online negative reviews can help to reveal the mechanism of online reviews and more effectively apply online reviews.[Process/Method]This paper established a hierarchical regression model based on the online negative reviews of search and experience products sold by JD Mall(jd.com),and explored the usefulness of different factors on online negative reviews from four dimensions:formal characteristics,content features,text features and feedback characteristics.Principal component analysis is used to rank the importance factors under the adjustment of commodity type.[Results/Conclusions]The results showed that the influencing factors of online negative reviews were regulated by commodity types,which would have a non-linear and complex impact on usefulness,resulting in differences in the degree of action.For search-type products,the usefulness of influencing factors such as review rating,number of replies,and length of reviews in online negative reviews was obvious;While for experiential products,additional images and detailed objective descriptions in online negative reviews could promote consumers to make purchases decision.
引文
[1]国家统计局.2018年5月份社会消费品零售总额增长8.5%[EB/OL].http://www.stats.gov.cn/tjsj/zxfb/201806/t20180614_1604561.html,2018-06-14/2018-7-22,2018-10-18.
[2]杨雪.基于消费者态度模型的负面在线评论对品牌信任的影响[J].现代经济探讨,2016,(7):9-14.
[3]Ahluwalia R,Bumkrant R E,Unnava H R.Consumer Response to Negative Publicity:The Moderating Role of Commitment[J].Journal of Marketing Research,2000,37(2):203-214.
[4]Richins M L.Negative Word-of-Mouth By Dissatisfied Consumers:A Pilot Study[J].Journal of Marketing,1983,47(1):68-78.
[5]蔡淑琴,秦志勇,李翠萍,等.面向负面在线评论的情感强度对有用性的影响研究[J].管理评论,2017,29(2):79-86.
[6]张艳丰,李贺,彭丽徽.负面评论挖掘的网络口碑危机预警模糊推理[J].图书情报工作,2016,60(9):75-82.
[7]陶晓波,宋卓昭,张欣瑞,等.网络负面口碑对消费者态度影响的实证研究:兼论企业的应对策略[J].管理评论,2013,25(3):101-110.
[8]张运来,范姝君,张运香.网评回复质量对潜在顾客购买意愿的影响研究[J].商业经济研究,2018,(15):57-59.
[9]李宏,喻葵,夏景波.负面在线评论对消费者网络购买决策的影响:一个实验研究[J].情报杂志,2011,30(5):202-207.
[10]曾伟.基于ELM的在线评论有用性研究:商品类型的调节影响[J].现代情报,2014,34(12):148-153.
[11]Cheng Y H,Ho H Y.Social Influence’s Impact on Reader Perceptions of Online Reviews[J].Journal of Business Research,2015,68(4):883-887.
[12]Deng L,Poole M S.Affect in Web Interfaces:A Study of the Impacts of Web Page Visual Complexity and Order[J].MIS Quarterly,2010,34(4):711-730.
[13]卫华,张宇.在线评论信息内容对阶段性有用性评价的影响研究[J].情报理论与实践,2018,41(8):90-95,153.
[14]王翠翠,高慧.含追加的在线评论有用性感知影响因素研究:基于眼动实验[J].现代情报,2018,38(12):70-77,90.
[15]Jin L,Hu B,He Y.The Recent Versus the Out-Dated:An Experimental Examination of the Time-variant Effects of Online Consumer Reviews[J].Journal of Retailing,2014,90(4):552-566.
[16]Miao Q,Li Q,Dai R.Amazing:A Sentiment Mining and Retrieval System[J].Expert Systems with Applications,2009,36(3):7192-7198.
[17]Zhang K,Cheng Y,Liao W.Mining Millions of Reviews:A Technique to Rank Products Based on Importance of Reviews[C].//Proceedings of the 13th International Conference on Electronic Commerce.New York:ACM,2011:1-8.
[18]单初,鲁耀斌.正面与负面网上评价对C2C商家初始信任影响的实证研究[J].图书情报工作,2010,54(12):136-140.
[19]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.
[20]Mudambi S M,Schuff D.Research Note:What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com[J].MIS Quarterly,2010,34(1):185-200.
[21]Feldman J M,Lynch J G.Self-generated Validity and Other Effects of Measurement on Belief,Attitude,Intention and Behavior[J].Journal of Applied Psychology,1988,73(3):421-435.
[22]Otterbacher J.“Helpfulness”in Online Communities:A Measure of Message Quality[C].//Sigchi Conference on Human Factors in Computing Systems.New York:ACM,2009:955-964.
[23]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.
[24]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.
[25]Brown J J,Reingen P H.Social Ties and Word-of-Mouth Referral Behavior[J].Journal of Consumer Research,1987,14(3):350-362.
[26]张艳丰,李贺,彭丽徽,等.基于情感语义特征抽取的在线评论有用性分类算法与应用[J].数据分析与知识发现,2017,1(12):74-83.
[27]Uma R K,Zakary L T.Believe Me,I Have no Idea what I’m Talking About:The Effects of Source Certainty on Consumer Involvement and Persuasion[J].Journal of Consumer Research,2010,36(6):1033-1049.
[28]Racherla P,Friske W.Perceived‘Usefulness’of Online Consumer Reviews:An Exploratory Investigation Across Three Services Categories[J].Electronic Commerce Research & Applications,2012,11(6):548-559.
[29]杨朝君,汪俊奎.商品在线评论有用性:基于品牌的调节作用分析[J].现代情报,2014,34(1):123-127.
[30]Lineberry Q J,Cao Y,Lin Y,et al.Mercury Capture from Flue Gas Using Palladium Nanoparticle-decorated Substrates as Injected Sorbent[J].Energy & Fuels,2009,23(3):1512-1517.
[31]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.
[32]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,2012,34(12):115-124.
[33]田依林,滕广青,黄微.社会化在线评论情感因素测量与有用性分析[J].现代情报,2018,38(6):19-27.
[34]宋雪雁,王萍.信息采纳行为概念及影响因素研究[J].情报科学,2010,28(5):760-762,767.
[35]郑春东,郭伟倩,王寒.负面网络消费者评论及商家回复对潜在消费者的影响[J].北京工商大学学报:社会科学版,2015,30(1):86-92.
[36]Chapman S.Advertising as Information[J].Tobacco Control,1999,8(3):348.
[37]Huang P,Lurie N H,Mitra S.Searching for Experience on the Web:An Empirical Examination of Consumer Behavior for Search and Experience Goods[J].Journal of Marketing,2009,73(2):55-69.
[38]宋之杰,李永超,石蕊.在线评论对消费者购买决策影响的眼动追踪实验研究[J].商业研究,2016,(10):164-170.
[39]郝清民,魏凤霞.消费者感知的在线评论有用性影响因素研究[J].天津大学学报:社会科学版,2014,16(5):404-408.
[40]Ghose A,Ipeirotis P G.Designing Novel Review Ranking Systems:Predicting Usefulness and Impact of Reviews[C].//Proceedings of the Ninth International Conference on Electronic Commerce.New York:ACM,2007:303-310.
[41]Krippendorff K.Content Analysis:An Introduction to Its Methodology[M].Thousand Oaks:Sage Publications Inc.,2004:11.
[42]普赖斯 D,张季娅.洛特卡定律与普赖斯定律[J].科学学与科学技术管理,1984,(9):17-22.
[2]杨雪.基于消费者态度模型的负面在线评论对品牌信任的影响[J].现代经济探讨,2016,(7):9-14.
[3]Ahluwalia R,Bumkrant R E,Unnava H R.Consumer Response to Negative Publicity:The Moderating Role of Commitment[J].Journal of Marketing Research,2000,37(2):203-214.
[4]Richins M L.Negative Word-of-Mouth By Dissatisfied Consumers:A Pilot Study[J].Journal of Marketing,1983,47(1):68-78.
[5]蔡淑琴,秦志勇,李翠萍,等.面向负面在线评论的情感强度对有用性的影响研究[J].管理评论,2017,29(2):79-86.
[6]张艳丰,李贺,彭丽徽.负面评论挖掘的网络口碑危机预警模糊推理[J].图书情报工作,2016,60(9):75-82.
[7]陶晓波,宋卓昭,张欣瑞,等.网络负面口碑对消费者态度影响的实证研究:兼论企业的应对策略[J].管理评论,2013,25(3):101-110.
[8]张运来,范姝君,张运香.网评回复质量对潜在顾客购买意愿的影响研究[J].商业经济研究,2018,(15):57-59.
[9]李宏,喻葵,夏景波.负面在线评论对消费者网络购买决策的影响:一个实验研究[J].情报杂志,2011,30(5):202-207.
[10]曾伟.基于ELM的在线评论有用性研究:商品类型的调节影响[J].现代情报,2014,34(12):148-153.
[11]Cheng Y H,Ho H Y.Social Influence’s Impact on Reader Perceptions of Online Reviews[J].Journal of Business Research,2015,68(4):883-887.
[12]Deng L,Poole M S.Affect in Web Interfaces:A Study of the Impacts of Web Page Visual Complexity and Order[J].MIS Quarterly,2010,34(4):711-730.
[13]卫华,张宇.在线评论信息内容对阶段性有用性评价的影响研究[J].情报理论与实践,2018,41(8):90-95,153.
[14]王翠翠,高慧.含追加的在线评论有用性感知影响因素研究:基于眼动实验[J].现代情报,2018,38(12):70-77,90.
[15]Jin L,Hu B,He Y.The Recent Versus the Out-Dated:An Experimental Examination of the Time-variant Effects of Online Consumer Reviews[J].Journal of Retailing,2014,90(4):552-566.
[16]Miao Q,Li Q,Dai R.Amazing:A Sentiment Mining and Retrieval System[J].Expert Systems with Applications,2009,36(3):7192-7198.
[17]Zhang K,Cheng Y,Liao W.Mining Millions of Reviews:A Technique to Rank Products Based on Importance of Reviews[C].//Proceedings of the 13th International Conference on Electronic Commerce.New York:ACM,2011:1-8.
[18]单初,鲁耀斌.正面与负面网上评价对C2C商家初始信任影响的实证研究[J].图书情报工作,2010,54(12):136-140.
[19]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.
[20]Mudambi S M,Schuff D.Research Note:What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com[J].MIS Quarterly,2010,34(1):185-200.
[21]Feldman J M,Lynch J G.Self-generated Validity and Other Effects of Measurement on Belief,Attitude,Intention and Behavior[J].Journal of Applied Psychology,1988,73(3):421-435.
[22]Otterbacher J.“Helpfulness”in Online Communities:A Measure of Message Quality[C].//Sigchi Conference on Human Factors in Computing Systems.New York:ACM,2009:955-964.
[23]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.
[24]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.
[25]Brown J J,Reingen P H.Social Ties and Word-of-Mouth Referral Behavior[J].Journal of Consumer Research,1987,14(3):350-362.
[26]张艳丰,李贺,彭丽徽,等.基于情感语义特征抽取的在线评论有用性分类算法与应用[J].数据分析与知识发现,2017,1(12):74-83.
[27]Uma R K,Zakary L T.Believe Me,I Have no Idea what I’m Talking About:The Effects of Source Certainty on Consumer Involvement and Persuasion[J].Journal of Consumer Research,2010,36(6):1033-1049.
[28]Racherla P,Friske W.Perceived‘Usefulness’of Online Consumer Reviews:An Exploratory Investigation Across Three Services Categories[J].Electronic Commerce Research & Applications,2012,11(6):548-559.
[29]杨朝君,汪俊奎.商品在线评论有用性:基于品牌的调节作用分析[J].现代情报,2014,34(1):123-127.
[30]Lineberry Q J,Cao Y,Lin Y,et al.Mercury Capture from Flue Gas Using Palladium Nanoparticle-decorated Substrates as Injected Sorbent[J].Energy & Fuels,2009,23(3):1512-1517.
[31]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.
[32]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,2012,34(12):115-124.
[33]田依林,滕广青,黄微.社会化在线评论情感因素测量与有用性分析[J].现代情报,2018,38(6):19-27.
[34]宋雪雁,王萍.信息采纳行为概念及影响因素研究[J].情报科学,2010,28(5):760-762,767.
[35]郑春东,郭伟倩,王寒.负面网络消费者评论及商家回复对潜在消费者的影响[J].北京工商大学学报:社会科学版,2015,30(1):86-92.
[36]Chapman S.Advertising as Information[J].Tobacco Control,1999,8(3):348.
[37]Huang P,Lurie N H,Mitra S.Searching for Experience on the Web:An Empirical Examination of Consumer Behavior for Search and Experience Goods[J].Journal of Marketing,2009,73(2):55-69.
[38]宋之杰,李永超,石蕊.在线评论对消费者购买决策影响的眼动追踪实验研究[J].商业研究,2016,(10):164-170.
[39]郝清民,魏凤霞.消费者感知的在线评论有用性影响因素研究[J].天津大学学报:社会科学版,2014,16(5):404-408.
[40]Ghose A,Ipeirotis P G.Designing Novel Review Ranking Systems:Predicting Usefulness and Impact of Reviews[C].//Proceedings of the Ninth International Conference on Electronic Commerce.New York:ACM,2007:303-310.
[41]Krippendorff K.Content Analysis:An Introduction to Its Methodology[M].Thousand Oaks:Sage Publications Inc.,2004:11.
[42]普赖斯 D,张季娅.洛特卡定律与普赖斯定律[J].科学学与科学技术管理,1984,(9):17-22.