网站类型调节作用下的网络评论有用性研究  

作　　者：高核[1] 邹镒励 冯征 

机构地区：[1]云南大学工商管理与旅游管理学院

出　　处：《企业经济》2018年第11期116-122,共7页Enterprise Economy

基　　金：国家社会科学基金青年项目"网络匿名行为与网络社会治理研究"(项目编号:15CSH017)

摘　　要：伴随互联网的发展,网络评论对消费者购买决策的影响愈发明显。本文选取华为手机荣耀7X系列产品在淘宝网以及京东商城的网络评论进行数据收集,最终获取到2045条网络评论数据作为样本。研究了评论深度、图片数量以及评论价效对网络评论有用性的影响作用,并分析了网站类型在中间起到的调节作用。研究发现,评论深度、图片数量正向影响网络评论有用性,并且受到网站类型的调节;与B2C网站相比,C2C网站的图片数量对网络评论有用性的正向影响作用更大。最后,本文提出网购平台应使用多维度的评论推荐排序、鼓励消费者丰富文本内容以及增强对产品信息发布的专业性三个方面的对策建议。With the development of the Internet,the influence of online reviews on consumers'purchase decision becomes more and more obvious.This article selects the online reviews of Huawei Honor 7X Series mobile phones in Taobao and Jingdong Mall for data collection,and finally obtain 2045 online comment data as a sample to study the influence of depth of reviews,number of pictures and comment price on the helpfulness of online reviews,and analyze the moderating role of website types.The study shows that the depth of reviews and the number of pictures positively affect the helpfulness of online reviews,and are moderated by the type of websites;compared with B2C websites,the number of pictures of C2C websites have a positive impact on the helpfulness of Web reviews in C2C websites.Finally,based on the study findings,this paper proposes that the online shopping platform should use multi-dimensional comment recommendation ranking,encourage consumers to enrich the text content and enhance the professional aspects of product information release.

关 键 词：网络评论 有用性 网站类型 网络口碑 

分 类 号：F272.3[经济管理—企业管理]