奖励政策对不同用户群体在线评论效价和质量的影响研究  

Research on the Influence of Reward Program on the Valence and Quality of Online Reviews by Different User Groups

作　　者：杨弦 王智慧[2] 吴江宁[2] Yang Xian;Wang Zhihui;Wu Jiangning

机构地区：[1]东北财经大学管理科学与工程学院,大连116025 [2]大连理工大学经济管理学院,大连116024

出　　处：《复印报刊资料（市场营销）》2023年第11期85-94,共10页

基　　金：国家自然科学基金(72101051)。

摘　　要：产品的在线评论作为一种网络口碑对消费者选择产品和商家改进产品质量都有着重要的作用,电商平台为了获取更多在线评论,采取了奖励措施来促进用户发表评论。现有文献研究了好评奖励对评论效价的影响,而本文进一步考虑用户的异质性,探究了奖励政策对于不同类型用户群体的评论效价和评论质量两个维度的影响。以亚马逊和当当网在卖的84本图书102175条评论的真实数据为例,采用计量经济学中的双重差分模型进行实验,结果表明奖励政策对评论效价和评论质量都有显著的影响,具体地,奖励政策对用户评分和评论文本长度有正向影响,对评论有用性有消极影响,且不同满意度的用户群体对于奖励的反应存在不同。最后基于实验结果提出了相应的管理启示,可辅助在线平台制定合理的评论奖励政策。The online plaform provides a mechanism for users to post reviews about the product and service af-ter consumption,and users generate online reviews spontaneously.Reward as an incentive is the most common one,stimulating more users to post reviews.The paper use the difference-in-differences model to verify the hypothesis,di-vide the experimental subjects into the treatment group and the control group to conduct natural experiments,and di-vide user online reviews into two aspects:review valence and review quality,and explore the effect of reward program.This paper takes online book review data as an example,selects Amazon.cn and Dangdang.com as the research plat-form,and collects 102,175 review data for books on the two websites.The experimental results show that the reward program can effectively improve the rating in the review valence and at the same time encourage users to work harder when writing online reviews,but the reward program inhibits the usefulness of user reviews.The sensitivity of different users to the reward program is different.It is reflected in users who are less satisfied with the product.The reward pro-gram can significantly improve the text sentiment value in their review valence,while for users with higher product sat-isfaction,it can significantly improve rating and the effort of writing reviews.This article puts forward corresponding management enlightenment based on different research hypotheses.Online platforms should set up different review re-ward mechanisms in different situations according to needs.

关 键 词：在线评论 奖励政策 刺激机体反应理论 双重差分模型 

分 类 号：F713.36[经济管理—产业经济] F713.55