评论者专长对酒店评论有用性影响研究——一项基于携程网酒店负面评论的研究  

The Effects of Reviewers’Expertise on the Effectiveness of Online Hotel Reviews:A Study Based on Negative Hotel Reviews of www.ctrip.com

作　　者：武瑞娟[1] 李佩毓 韩云 WU Ruijuan;LI Peiyu;HAN Yun(School of Management,Tianjin University of Technology,Tianjin 300384,China)

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《旅游科学》2023年第1期93-115,共23页Tourism Science

基　　金：国家社会科学基金后期资助项目“在线评论多模态形式对消费者认知影响研究”(22FGLB099)。

摘　　要：线上消费者评论在帮助人们进行产品和服务评估时起非常重要的作用。如今,评论以文字、图片、视频等多种形式呈现。文章关注酒店消费者评论,从评论提供者角度考虑,检测评论者专长对评论有用性的影响,以及在这一影响中评论者是否上传图片和上传图片数量的调节作用。文章从携程网搜集了全世界50个一线城市250家酒店共计5097条负面评论,通过Tobit回归模型进行分析。研究结果发现,评论者专长负向显著影响评论有用性;评论者上传图片会让消费者感知评论更有用;评论者上传图片会调节评论者专长对评论有用性的影响;评论者上传图片数量正向影响评论有用性;评论者上传图片数量会调节评论者专长对评论有用性的影响。文章关于评论者专长领域的探索为电商平台如何管理评论提供了理论支持和实践启示。Online consumer reviews,presented in multimodal forms such as word,image and video,play an imperative role in helping people evaluating products and services.From the perspective of online review providers,this paper examined the effects of reviewers’expertise on review effectiveness,and the moderating effects of the presence and the number of uploaded images in online consumer reviews.The current research collected 5097 negative pieces of review of 250 hotels in fifty first-line cities all over the world.The results show:reviewers’expertise has a significantly negative effect on review effectiveness;the presence of uploaded images lead to more helpful perception;the presence of uploaded images moderate the effects of reviewers’expertise on the effectiveness;the number of uploaded images positively influence the effectiveness;the number of uploaded images plays a moderating role in the relationship between reviewer expertise and review effectiveness.The present research exploring the effect of reviewer expertise provides theoretical implications and practical suggestions for e-commerce platforms about how to manage online reviews.

关 键 词：线上消费者评论 评论者专长 上传图片 图片数量 评论有用性 负面评论 

分 类 号：F719.2[经济管理—产业经济]