在线评论有用性关键影响因素识别研究  

Research on Identification of Key Usefulness Influencing Factors of Online Reviews

作　　者：刘宪立[1,2] 赵昆[3] 

机构地区：[1]云南财经大学物流学院,云南昆明650221 [2]云南大学滇池学院,云南昆明650228 [3]云南财经大学信息学院,云南昆明650221

出　　处：《现代情报》2017年第1期94-99,105,共7页Journal of Modern Information

基　　金：国家自然科学基金项目"基于市场效应的用户行为与协同过滤推荐研究"(项目编号:71462036)

摘　　要：在线评论的出现推动了消费者网络购物决策行为的展开,以DEMATEL方法为基础,研究在线评论有用性的影响因素,为进一步促进消费者网络购物决策,推动网络购物决策理性行为的展开提供理论借鉴。在构建在线评论有用性影响因素体系基础上,运用模糊集理论与DEMATEL方法,分析15个影响在线评论有用性因素的属性及其相互关系,并识别出其中消费者专业知识、评论者信息披露、商品涉入度、评论写作风格、评论及时性以及评论信息完整性等6个关键影响因素。根据研究结论提出消费者信息管理是当务之急,商家需要进一步针对不同价位商品,注重评论内容的管理,促进消费者间的社会交流。The emergence of online reviews promotes the network shopping consumers decision behavior. This study used DEMATEL method to analyze the influence factors of online comments usefulness, in order to further promote the network shopping consumer decision- making, promote the network shopping decision of rational behavior, provide a theoretical reference. Based on the system building of influential factors of the usefulness of online reviews, the paper used the fuzzy set theory and DEMATEL model to analyze the properties and relationships of the 15 factors influencing the usefulness of online reviews, and identified the six key influential factors including consumer＇s professional knowledge, information disclosure of reviewers, product involvement degree, writing style of comments, timeliness of comments and information completeness of comments. According to the research, the paper concluded that it was urgent to take priority on the management of consumer information. Business men need to pay attention to the content management of comments in terms of different product prices, to promote social exchange between the consumers.

关 键 词：在线评论有用性 关键因素 模糊集理论 DEMATEL方法 

分 类 号：G203[文化科学—传播学] F713.35[经济管理—产业经济]