管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (9): 120-128.

• 市场营销 • 上一篇    

新上线商家会进行在线评论操纵吗？基于民宿行业的实证检验

陈思华1, 李春红2, 刘先伟3   

  1. 1. 江西财经大学科研处, 南昌 330032;
    2. 中山大学旅游学院, 珠海 519000;
    3. 哈尔滨工业大学管理学院, 哈尔滨 150001
  • 收稿日期:2023-01-17 发布日期:2024-10-10
  • 作者简介:陈思华,江西财经大学科研处处长,教授,博士生导师,博士;李春红,中山大学旅游学院助理教授,硕士生导师,博士;刘先伟(通讯作者),哈尔滨工业大学管理学院教授,博士生导师,博士。
  • 基金资助:
    国家自然科学基金项目（72171058；72271111；U2268209）；中央高校基本科研业务费专项资金项目（FRFCU5710052221；2023qntd02）。

Will Newly Launched Businesses Manipulate Online Reviews? Evidence from the Home Sharing Industry

Chen Sihua1, Li Chunhong2, Liu Xianwei3   

  1. 1. Office of Academic Research, Jiangxi University of Finance and Economics, Nanchang 330032;
    2. School of Tourism Management, Sun Yat-sen University, Zhuhai 519000;
    3. School of Management, Harbin Institute of Technology, Harbin 150001
  • Received:2023-01-17 Published:2024-10-10

PDF (PC)

51

摘要： 民宿大多为个体运营，同质化竞争激烈，且严重依赖于消费者在线评论，上线运营前期得到更多好评，会获得竞争优势并可能持续下去。但在线评论操纵具有成本，这可能会导致在线评论操纵行为递减或逐步消失。因此，新上线民宿进行在线评论操纵的动机更强。本研究采集了同时在去哪儿网（允许无订单点评）和途家网上线的民宿商家的在线评论数据对这一问题展开研究。研究结果表明，新上线民宿存在更多好评，具有明显的操纵迹象。进一步的研究表明，新上线民宿的评论者主要是经验较少的用户。在商业实践上，本研究成果有助于揭示新上线民宿的在线操纵机理，从而为民宿商家和民宿平台的监管提供政策建议，以促进民宿业的健康发展。

关键词: 民宿, 在线评论操纵, 在线评分, 评论情感, 评论者属性

Abstract: Most home sharing businesses are individually operated with fierce competition, which rely heavily on consumer reviews. For newly launched businesses, getting more positive reviews would gain and sustain competitive advantages. However, online review manipulation has costs in business practice, so the motivation to manipulate is stronger for newly launched businesses. This study collects the online review data of home sharing businesses that are listed on both Qunar (allows no-order reviews) and Tujia to perform an empirical analysis. The empirical results suggest that newly launched businesses have more positive reviews, a significant signal of manipulation. Further empirical evidence indicates that the reviews on newly launched businesses are largely posted by inexperienced users. The findings of this study offer direct practical implications for the regulation of home sharing businesses and platforms to promote the healthy development of the home sharing industry.

Key words: home sharing, online review manipulation, online rating, review sentiment, reviewer attribute