| 网上小额批发商言语性评价的维度分析 |
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| 引用本文： | 张仙锋,张楠.网上小额批发商言语性评价的维度分析[J].海南大学学报(人文社会科学版),2011,29(4):93-100. |
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| 作者姓名： | 张仙锋 张楠 |
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| 作者单位： | 西安交通大学经济与金融学院,陕西西安,710061 |
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| 基金项目： | 国家自然科学基金资助项目(70802049); 阿里巴巴活水计划(Ali-2010-A-10) |
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| 摘 要： | 随着网上小额批发平台的快速发展及其对信誉评价体系不断完善的要求,以文字内容为主的言语性评价受到广泛关注。基于内容分析法对阿里巴巴速卖通平台的言语性评价的编译,细化出九大类、29项维度,分别涉及交易过程、质量、定价、服务、物流、卖家信用、主观感受、未来行为倾向等内容。网上批发商混合采用主客观评价相结合、整体和细节评价相结合的方式,且在商品质量、交易经历、整体服务水平、整体物流水平及对商品的喜好程度等维度上表现出明显的正负向情感。通过进一步的潜在类别分析,发现网上小额批发商分为＂关注质量的主客观评价型＂和＂整体综合评价型＂,进而提出解释和建议。
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| 关 键 词： | B2B2C 信誉打分体系 言语性评价 内容分析 潜在类别分析 |
Research on the Dimensions of the Text Comments by Online Wholesalers |
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| ZHANG Xian-feng,ZHANG Nan.Research on the Dimensions of the Text Comments by Online Wholesalers[J].Humanities & Social Sciences Journal of Hainan University,2011,29(4):93-100. |
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| Authors: | ZHANG Xian-feng ZHANG Nan |
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| Institution: | ZHANG Xian-feng,ZHANG Nan(School of Economics and Finance,Xi'an Jiaotong University,Xi'an 710061,China) |
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| Abstract: | With the rapid development of online platform for wholesale business,and with its urgent need to build up online rating system,text comments left by dealers have attracted high attention.With the adoption of the content analysis,the text comments of aliexpress.com are coded into nine categories and 29 dimensions,covering contents of transaction process,quality,pricing,service,logistics,seller trustworthiness,subjective favorites and behavioral intentions,etc.Online wholesalers leave objective comments as we... |
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| Keywords: | B2B2C online rating system text comment content analysis latent class analysis |
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