摘要
构建评论内容与评论者特征对在线评论有用性影响的双路径整合模型,并探索商品类型的调节效应。以Amazon的2213条商品评论为对象,研究结果表明,评论内容(时效、深度、图片、回复)、评论者特征(专业性、权威性)对评论有用性有显著正向影响;评论效价、评论者参与度对评论有用性有显著负向影响;搜索品的评论时效、评论图片、评论者专业性对评论有用性的影响比体验品更强;体验品的评论效价、回复评论、评论者参与度对评论有用性的影响比搜索品更强,二者的评论深度和评论者权威性的影响无显著差异。
This paper constructs a two-path integration model of the impact of reviews content and reviewer characteristics onthe usefulness of online reviews, and explores the moderate effects of commodity types. Based on Amazon's 2213 product re-views. Results shows that, the content of the reviews(timeliness, depth, pictures, replies), reviewer characteristics(rep-utation, authority) significantly and positively affect on review usefulness; review valence, reviewers' engagement signifi-cantly and negatively affect on review usefulness; the effect of review timeliness, pictures, and reviewers' reputation ofsearching goods on review usefulness is stronger than experiencing products; for the experiencing products, the effect of re-view valence, replies, and reviewers' engagement are more effective than searching goods. But the effect of review depth andreviewers' authority have no significant difference.
引文
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