在线评论有用性投票的影响因素研究——基于商品类型的调节作用

›› 2016, Vol. 28 ›› Issue (7): 143-153.

在线评论有用性投票的影响因素研究——基于商品类型的调节作用

王智生¹, 李慧颖², 孙锐¹

1. 华侨大学工商管理学院, 泉州 362021;
2. 厦门大学管理学院, 厦门 361005

收稿日期:2014-04-04 出版日期:2016-07-28 发布日期:2016-09-01
通讯作者: 李慧颖(通讯作者),厦门大学管理学院,助理教授,硕士生导师,博士;孙锐,华侨大学工商管理学院,教授,硕士生导师,博士
作者简介:王智生,华侨大学工商管理学院讲师,博士
基金资助:
华侨大学海上丝绸之路研究基金项目(HSYB2014-07)；福建省软科学研究计划项目(2016R0056)；国家自然科学青年基金项目(71501165)；中央高校基本科研业务费专项资金资助（20720151175）。

Determinants of Votes of Helpfulness for Chinese Online Customer Reviews: A Moderating Effect of Product Type

Wang Zhisheng¹, Li Huiying², Sun Rui¹

1. College of Business Administration, Huaqiao University, Quanzhou 362021;
2. School of Management, Xiamen University, Xiamen 361005

Received:2014-04-04 Online:2016-07-28 Published:2016-09-01

摘要/Abstract

摘要：

目前，电子商务网站采用的对在线消费者评论进行有用性投票的机制能够帮助消费者在信息过剩的时代快速准确地做出购买决策。然而很多在线消费者评论缺少足够的有用性投票，因此，如何在海量的评论中有效地识别并利用有用的评论，则成为学者们关注的焦点。本文选取中文电子商务网站上搜索型和体验型商品的评论进行实证分析，探讨和识别在线消费者对评论有用性进行投票的关键评论属性方面的影响因素，并探索商品类型在商品评论的极性对评论的有用性投票的影响关系中起到的调节作用。同时，本文的结论能够帮助消费者更好地判断评论的有用性，及帮助电子商务网站提升在线评论系统以获得更多的有用性投票。

关键词: 有用性投票, 在线消费者评论, 口碑效应, 搜索型商品, 体验型商品

Abstract:

Currently, helpfulness voting mechanism of online consumer reviews used by e-commerce websites helps consumers cope with information overload and facilitates purchase decision-making. However, many online consumer reviews do not have sufficient helpfulness votes. As such, the process of effectively identifying and taking advantage of helpful reviews becomes a major focused area of scholars. This study empirically explores and identifies the determinants of helpfulness votes on online consumer reviews for search goods and experience goods on Amazon.cn. Our findings show that product type moderates the effect of review extremity on the helpfulness of the review. Our findings are expected to help consumers to better understand the helpfulness of online reviews and help e-commerce websites enhance their online review systems to receive more helpfulness votes.

Key words: votes for helpfulness, online customer reviews, e-WOM, search goods, experience goods

王智生, 李慧颖, 孙锐. 在线评论有用性投票的影响因素研究——基于商品类型的调节作用[J]. , 2016, 28(7): 143-153.

Wang Zhisheng, Li Huiying, Sun Rui. Determinants of Votes of Helpfulness for Chinese Online Customer Reviews: A Moderating Effect of Product Type[J]. , 2016, 28(7): 143-153.

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