在线评论有用性的影响因素研究——基于商品类型的调节效应
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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.
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
[1] Chen Y,Xie J. Online Consumer Review:Word-of-Mouth as aNew Element of Marketing Communication Mix[J]. ManagementScience,2008,54:477-491.
[2] 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.
[3] Mudambi S M,Schuff D. What Makes a Helpful Online Review? AStudy of Customer Reviews on Amazon. com[J]. MIS Quarterly,2010,1(34):185-200.
[4] Ghose A, Ipeirotis P G. Estimating the Helpfulness and EconomicImpact of Product Reviews:Mining Text and Reviewer Characteris-tics[J]. IEEE Transactions on Knowledge and Data Engineering,2011,23(10):1498-1512.
[5]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.
[6]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.
[7]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.
[8] Sarah G, Moore. Attitude Predictability and Helpfulness in OnlineReviews:The Role of Explained Actions and Reactions[J]. Journalof Consumer Research,2015,42(15):30-44.
[9]汪旭晖,聂可昱,陈荣.“解释行为”还是“解释反应”?怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件[J].南开管理评论,2017,20(4):27-37.
[10]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.
[11] Sussman S W, Siegal W S. Informational Influence in Organiza-tions:An Integrated Approach to Knowledge Adoption[J]. Infor-mation Systems Research, 2003,14(1):47-65.
[12] Nelson P. Information and Consumer Behavior[J]. Journal of Politi-cal Economy,1970,78(2):311-329.
[13] Kevin KY Kuan, KL Hui, et al. What Makes a Review Voted? AnEmpirical Investigation of Review Voting in Online Review Systems[J]. Journal of the Association for Information Systems,2015,16(1):48-71.
[14] Ying Zhang, Zhijie Lin. Predicting the Helpfulness of Online Prod-uct Reviews:A Multilingual Approach[J]. Electronic CommerceResearch and Applications,2017,27(10):1-10.
[15] Baek H, Ahn J, Choi Y. Helpfulness of Online Consumer Re-views:Readers.Objectives and Review Cues[J]. InternationalJournal of Electronic Commerce,2012,17(2):99-126.
[16] Chen Z,Lurie N H. Temporal Contiguity and Negativity Bias in theImpact of Online Word of Mouth[J]. Journal of Marketing Re-search,2013,50(4):463-476.
[17] Scholz M, Dorner V. The Recipe for the Perfect Review? An In-vestigation into the Determinants of Review Helpfulness[J]. Busi-ness&Information Systems Engineering,2013,5(3):141-151.
[18] Albert H, Kuanchin Chen, et al. A Study of Factors that Contrib-ute to Online Review Helpfulness[J]. Computers in Human Behav-ior,2015,48(2):17-27.
[19]廖成林,蔡春江,李忆.电子商务中在线评论有用性影响因素实证研究[J].软科学,2013,27(5):46-50.
[20] Lee, Choeh. The Determinants of Helpfulness of Online Reviews[J]. Behaviour&Information Technology,2016,35(10):853-863.
[2] 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.
[3] Mudambi S M,Schuff D. What Makes a Helpful Online Review? AStudy of Customer Reviews on Amazon. com[J]. MIS Quarterly,2010,1(34):185-200.
[4] Ghose A, Ipeirotis P G. Estimating the Helpfulness and EconomicImpact of Product Reviews:Mining Text and Reviewer Characteris-tics[J]. IEEE Transactions on Knowledge and Data Engineering,2011,23(10):1498-1512.
[5]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.
[6]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.
[7]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.
[8] Sarah G, Moore. Attitude Predictability and Helpfulness in OnlineReviews:The Role of Explained Actions and Reactions[J]. Journalof Consumer Research,2015,42(15):30-44.
[9]汪旭晖,聂可昱,陈荣.“解释行为”还是“解释反应”?怎样的在线评论更有用——基于解释类型的在线评论对消费者购买决策的影响及边界条件[J].南开管理评论,2017,20(4):27-37.
[10]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.
[11] Sussman S W, Siegal W S. Informational Influence in Organiza-tions:An Integrated Approach to Knowledge Adoption[J]. Infor-mation Systems Research, 2003,14(1):47-65.
[12] Nelson P. Information and Consumer Behavior[J]. Journal of Politi-cal Economy,1970,78(2):311-329.
[13] Kevin KY Kuan, KL Hui, et al. What Makes a Review Voted? AnEmpirical Investigation of Review Voting in Online Review Systems[J]. Journal of the Association for Information Systems,2015,16(1):48-71.
[14] Ying Zhang, Zhijie Lin. Predicting the Helpfulness of Online Prod-uct Reviews:A Multilingual Approach[J]. Electronic CommerceResearch and Applications,2017,27(10):1-10.
[15] Baek H, Ahn J, Choi Y. Helpfulness of Online Consumer Re-views:Readers.Objectives and Review Cues[J]. InternationalJournal of Electronic Commerce,2012,17(2):99-126.
[16] Chen Z,Lurie N H. Temporal Contiguity and Negativity Bias in theImpact of Online Word of Mouth[J]. Journal of Marketing Re-search,2013,50(4):463-476.
[17] Scholz M, Dorner V. The Recipe for the Perfect Review? An In-vestigation into the Determinants of Review Helpfulness[J]. Busi-ness&Information Systems Engineering,2013,5(3):141-151.
[18] Albert H, Kuanchin Chen, et al. A Study of Factors that Contrib-ute to Online Review Helpfulness[J]. Computers in Human Behav-ior,2015,48(2):17-27.
[19]廖成林,蔡春江,李忆.电子商务中在线评论有用性影响因素实证研究[J].软科学,2013,27(5):46-50.
[20] Lee, Choeh. The Determinants of Helpfulness of Online Reviews[J]. Behaviour&Information Technology,2016,35(10):853-863.