在线商品负面评价有用性影响因素研究  

Research on the Factors Influencing the Usefulness of Online Product Negative Evaluation

作　　者：沈玉志[1] 许晶 Shen Yuzhi;Xu Jing(College of Business Administration,Liaoning Technical University,Huludao Liaoning 125100)

机构地区：[1]辽宁工程技术大学工商管理学院,辽宁葫芦岛125100

出　　处：《情报探索》2021年第2期105-111,共7页Information Research

摘　　要：[目的/意义]旨在数量众多的评价中为消费者和商家以及平台筛选出有用的评价,发挥负面评价的价值。[方法/过程]采用爬虫爬取京东商城数据,以京东商城体验型和搜索型商品在线负面评价为主要研究对象,从内容质量、互动性和内容形式三个维度进行多元回归分析,对在线商品负面评价有用性的影响因素进行分析。[结果/结论]极端负评、商品类型、评价字数、图片视频数量和商家回复正向显著影响负面评价有用性;而发布者等级和有用性呈负相关关系;追加评价和追评时间不存在显著影响。[Purpose/significance]The paper is to screen out useful evaluation for consumers,merchants and platforms in a large number of evaluation,and play the value of negative evaluation.[Method/process]The paper uses python to collect the data from the JD.com,takes the online negative evaluation of JD.com as the main research object,and does multiple regression analysis from three dimensions:content quality,interactivity,and content form.Also,the paper analyzes the influencing factors of the usefulness of online product negative evaluation.[Result/conclusion]The extreme negative reviews,product type,number of words,number of pictures and videos,and merchant response significantly affects the usefulness of negative reviews,while publisher rank and usefulness has a negative correlation.There is no significant difference between the time of additional evaluation and the time of additional evaluation.

关 键 词：在线商品负面评价 有用性投票 多元回归 

分 类 号：F259.2[经济管理—国民经济]