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

›› 2016, Vol. 28 ›› Issue (10): 123-132.

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

张艳辉¹, 李宗伟²

1. 华东理工大学商学院, 上海 200237;
2. 上海工程技术大学管理学院, 上海 201620

收稿日期:2014-04-04 出版日期:2016-10-28 发布日期:2016-10-31
通讯作者: 李宗伟(通讯作者),上海工程技术大学管理学院讲师,博士。
作者简介:张艳辉,华东理工大学商学院副教授,博士。
基金资助:
国家自然科学基金青年项目（71203063）；华东理工大学基本科研业务费文科培育基金（WN1422012）。

Analysis of the Factors that Influence Online Reviews Helpfulness: Based on the Regulating Effect of Product Type

Zhang Yanhui¹, Li Zongwei²

1. Business School, East China University of Science and Technology, Shanghai 200237;
2. Shanghai University of Engineering Science, Shanghai 210620

Received:2014-04-04 Online:2016-10-28 Published:2016-10-31

摘要/Abstract

摘要：

在线评论对消费者网络购物决策的作用逐渐凸显。本文针对评论特征，对淘宝网海量评论信息进行采集汇总。通过大样本分析，发现评论者信用等级、文本长度、上传图片、追加评论和卖家回复对在线评论有用性具有正向影响作用。在体验型产品中，信用等级、中差评论、追加评论、卖家回复对在线评论有用性的作用更加明显。在搜索型产品中，上传图片对在线评论有用性的作用更加明显。

关键词: 在线评论有用性, 产品类型, 调节效应

Abstract:

Online reviews become important on consumers' shopping decision. On the basis of the reviews feature, this paper collectsTaobao's mass information. By large sample analysis, we find that the reviewer's credit rating, the length of the text, upload pictures, additional reviews and seller's reply have positive effect on the helpfulness of online reviews. Credit rating, moderate or poor reviews, additional reviews, seller's reply have more important effect on the helpfulness of online reviews in experience goods. Upload pictures have more important effect on the helpfulness of online reviews in search goods.

Key words: helpfulness of online reviews, product type, moderating effect

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]. , 2016, 28(10): 123-132.

Zhang Yanhui, Li Zongwei. Analysis of the Factors that Influence Online Reviews Helpfulness: Based on the Regulating Effect of Product Type[J]. , 2016, 28(10): 123-132.

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