消费者感知的在线评论有用性影响因素研究

针对网上大量在线评论的有效识别和影响因素问题,从评论发布者和评论本身特性角度,选择了亚马逊网站上化妆品和数码相机两类产品总投票数不少于2的595条有效评论进行实证研究。结果表明：中立评论、客观评论标题的有用性更高;积极情感倾向的评论对评论有用性有着显著的正影响;验证了评论发布者属性对在线评论的间接影响效应：评论者空间排名和历史评论数量通过评论长度和评论情感倾向间接地影响评论有用性;产品类型对评论长度和发布者历史评论数量的调节效应显著;评论长度与评论的有用性存在正相关关系,在搜索型产品中更加显著;历史评论数量与评论有用性存在负相关关系,在搜索型产品中更加显著。

Research on Impact Factors of Online Reviews Helpfulness Based on Consumer Perception

In accordance with valid identification and influence factors of many online comments, the author conducted empirical study on 595 valid comments which are more than two on cosmetics and digital camera from the perspective of the characteristics of the comments themselves. The results showed that neutral comments and comments on the title objectively are more useful and positive-emotion-oriented comments had a significant influence on comments usefulness. It also turned out that the comment publisher indirectly exert impact on online comments. Through comment length and emotional tendency, the space commentators rankings and historical comment numbers have indirect effect on usefulness of comments. The product type is in close relationship with comment length and numbers of publishers＇ comments. There is a positive correlation relationship the length and usefulness of comments, especially in search products. On the countrary, a negative correlation relationship exists comment numbers and usefulness, espcially in search products.