面向负面在线评论的情感强度对有用性的影响研究

›› 2017, Vol. 29 ›› Issue (2): 79-86.

面向负面在线评论的情感强度对有用性的影响研究

蔡淑琴, 秦志勇, 李翠萍, 袁乾, 邹碧攀

华中科技大学管理学院, 武汉 430074

收稿日期:2015-01-23 出版日期:2017-02-28 发布日期:2017-03-16
作者简介:蔡淑琴,华中科技大学管理学院教授,博士生导师,博士;秦志勇,华中科技大学管理学院博士研究生;李翠萍,华中科技大学管理学院硕士研究生;袁乾,华中科技大学管理学院博士研究生;邹碧攀,华中科技大学管理学院博士研究生。
基金资助:
国家自然科学基金项目（71371081）；教育部人文社科基金项目（1lYJA630098）。

Study on the Usefulness of Negative Online Reviews at Different Emotional Intensity

Cai Shuqin, Qin Zhiyong, Li Cuiping, Yuan Qian, Zou Bipan

School of Management, Huazhong University of Science and Technology, Wuhan 430074

Received:2015-01-23 Online:2017-02-28 Published:2017-03-16

摘要/Abstract

摘要： 负面在线评论对消费者决策有重大影响，如何识别高质量的负面口碑成为研究热点。本文针对该问题，基于京东商城上手机负面评论的情感特征，利用线性回归方法研究了不同强度负面情感对负面评论有用性的影响。结果表明强负面情感降低负面评论有用性，而中等强度负面情感可以提高负面评论有用性，同时不同强度的负面情感之间存在显著的交互作用，产生对负面评论有用性的非线性复杂影响。本研究结论对电子商务网站的负面在线评论管理具有极大的理论和实践意义。

关键词: 负面评论, 有用性, 负面情感, 情感强度

Abstract: Given the importance of negative online reviews in consumption decisions, a key question for researchers is how to identify high quality negative reviews from mass data. In order to answer this question, this paper explores how reviews' negative emotions influence the usefulness of negative online reviews. Data mining technology and regression analysis method are utilized for data collecting and analyzing. The results of our study reveal that strong negative emotions reduce negative reviews' usefulness; moderate negative emotions can improve their usefulness; and the relation between weak negative emotions and reviews' usefulness is not significant. Results also show that different intensities of negative emotions have significant interactions on reviews' usefulness. This study aims to give reference to e-commerce websites for identifying high quality reviews from emotion features.

Key words: negative online reviews, usefulness, negative emotion, emotional intensity

蔡淑琴, 秦志勇, 李翠萍, 袁乾, 邹碧攀. 面向负面在线评论的情感强度对有用性的影响研究[J]. , 2017, 29(2): 79-86.

Cai Shuqin, Qin Zhiyong, Li Cuiping, Yuan Qian, Zou Bipan. Study on the Usefulness of Negative Online Reviews at Different Emotional Intensity[J]. , 2017, 29(2): 79-86.

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