基于情感倾向和观察学习的在线评论有用性影响因素研究

已有在线评论的研究都在消费者不能针对同一商品分开做正面评价和负面评价的实践背景下开展, 但类似于"中关村在线" 的评论系统已经允许消费者分别做正负两种评论, 并允许客户进行晒单, 本文主要研究这种区分在线评论的正负型评论及基于晒单的观察学习行为对有用性的影响. 结论表明: 区分背景下的在线评论极端性、 在线评论长度和晒单行为等都对在线评论的有用性产生显著影响, 负面在线评论的影响要大于正面在线评论.

Influencing Factors of Online Reviews Usefulness Based on Sentimental Orientation and Observational Learning

The existed studies of online reviews have been carried out under the background where consumers cannot make positive comments and negative comments for the same goods separately.While similar comment system like"zol.com.cn" has already allowed consumers to offer both positive and negative comments separate-ly, and makes it possible for customers to show their reviews by pictures.The impact of online reviews which distinguish positive comments and negative comments and the observational learning behavior based on the re-views by picture on the usefulness of online reviews is studied.Conclusions show that the extreme of star ratings, the review length, and the reviews by picture have significant effect on the usefulness of online reviews under the distinguishing background;the impact of negative online reviews is greater than that of the positive ones.