电子商务中在线评论有用投票数影响因素研究  

Study on Impact Factors of Voting for the Helpfulness of Online Reviews in E-commerce

作　　者：陈在飞[1] 徐峰[1] 

机构地区：[1]南京大学工程管理学院,江苏南京210093

出　　处：《现代情报》2014年第1期18-22,共5页Journal of Modern Information

基　　金：国家自然科学基金资助项目(项目编号:71101067;71001028)

摘　　要：在线评论对消费者购物选择具有重要的影响,但日益增加的海量信息导致了信息过载等问题。因此,判断和识别评论信息的有用性具有重要的研究意义。本文采用文本挖掘和统计分析方法,从评论信息特征和评论者信息两个角度,对在线评论获得有用投票数的影响因素进行了分析,并通过亚马逊商城的用户评论样本,具体研究了各因素的影响作用。研究发现:评论评分对在线评论的有用投票数具有负向影响,而评论信息丰富性和历史评论有用性评价对其具有正向影响。Online reviews have become the important reference for consumers, shopping, but the increasing mass informa- tion results in information overload. So judgement and identification of helfulness reviews have important research significance. Using text minning and statistic analysis methods, this paper studied the determinants of voting for the helpfulness of online re- views, from the viewpoint of information features and reviewer information of online reviews. And this paper analysed the impact of each variable on helpfulness of online reviews, based on online user reviews of Amazon. The results indicated that review rating had negative influence on the number of helpfulness votes; review information richness and reviewer＇s helpfulness of previous re- views had significant positive influence on the number of helpfulness votes.

关 键 词：电子商务 在线评论 有用性投票 文本挖掘 

分 类 号：F713.36[经济管理—产业经济]