在线评论回报的动态声誉机制研究

当前学界研究主要集中于网络评论的声誉机制或虚假评论的识别策略,好评返现可以看作是声誉的交易(消费者给予好评,商家报以返现),而对此类带有一定贿赂性质的、诱导性的评论的声誉机制研究不多。本文以某网络购物平台2016和2017年两次追踪调查数据为样本,实证研究了好评返现是如何作用于最终声誉评价的。实证结果发现,好评返现对店铺声誉累积的实际影响并不是完全正向的,而是以店铺初始声誉等级为阈值,对于信誉等级较高的店铺(品牌商家)不敏感,对于信誉等级较低的店铺(新进卖家)比较敏感;商家是否参与好评返现并非内生于店铺的初始信誉评价,而更多的是提升信誉评分或对冲部分负面评论;消费者是否参与好评返现与其行为意愿和态度不存在显著关联,匿名环境往往使消费者更易做出内心并不认同却能获益的行为。

Research on Dynamic Reputation Mechanism of Online Review Return

The rewards on favorable comment can be regarded as a transaction for reputation that consumers give favorable comment and sellers give cash back as a reward. While current academic research mainly focuses on the reputation mechanism of online reviews or the identification strategy for the spam reviews, little attention has been paid to the reputation mechanism of the certain comments with the character of bribe generated by the rewards on favorable comment.