商家公开回复对后续用户评论特点的影响研究  

Research on the Influence of Managers’Responses to Online Reviews on Subsequent Reviews

作　　者：陈莉 伍青生[1] CHEN Li;WU Qingsheng(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2023年第6期82-93,共12页Shanghai Management Science

摘　　要：在线评论特点尤其是评论数量与评分能对消费决策过程产生显著影响,商家公开回复能否影响后续评论数量和评分,如何公开回复能更加显著地影响后续评论特点?对手机游戏评论数据进行实证分析,发现被用户观测到的公开回复行为能显著增加后续评论数量和评分。而随着被回复评论的评分增加,其对评论数量的影响先减少后增加;随着回复内容情感倾向的变化,其对评论数量的影响先减少后增加,对后续评分的影响先增加后减少。The characteristics of online reviews,especially the number and rate of reviews,can have a significant impact on the consumption decision-making process.Can the number and rate of subsequent reviews be affected by the managers’public responses?How can the public responses more significantly affect the characteristics of subsequent reviews?Through the empirical analysis of mobile game review data,it have been found that the public response behavior observed by users can significantly increase the number and rate of subsequent reviews.With the increase of the rate of the replied reviews,the impact on the number of reviews first weaken and then strengthen;with the change of emotional tendency of the reply content,the impact on the number of comments first weaken and then strengthen,and the impact on the rate first strengthen and then weaken.

关 键 词：在线评论 商家公开回复 用户评论特点 

分 类 号：F063.2[经济管理—政治经济学]