在线评论的行为影响与价值应用研究综述

随着社交网络的发展，大量用户生成的在线评论影响着消费者的行为，同时被应用于企业的经营管理活动，引起市场营销、信息系统、产品开发等领域学者们的广泛关注，取得很大的研究进展。但是在线评论的研究范围广泛，目前并没有系统性的概念框架，缺乏对在线评论的全局认识。因此，本文尝试从行为影响和价值应用两个层面对在线评论研究文献进行全面总结，并结合当前的技术发展和市场环境，探讨在线评论研究的未来趋势。

A Review of Behavioral Influence and Value Application for Online Reviews

With the development of social networks, a large number of online reviews have been generated. Research on online reviews has attracted extensive attention from scholars in the fields of marketing, information systems, and product development. At present, great progress has been made for online review research. However, due to the wide range of research on online reviews, there is no systematic conceptual framework. It lacks an overall understanding of online reviews. Therefore, this paper attempts to comprehensively summarize the online review research literature. From the perspective of behavioral influence, online reviews affect consumers ’purchasing behavior and enterprises’ business decisions. For the perspective of value application, online reviews are an important information source to obtain consumer needs. Enterprises gradually realize the value of online reviews for recommendation services, market analysis, and product development. On the basis of the literature review, the current technological development is combined with the market environment to derive three characteristics of online reviews: diversity, dynamics, and integration, which broadens the research boundary and provides the research opportunities.