广告虚假好评和返利虚假好评的识别:兼有情绪与文本双重特征的模型框架  

Identification of Advertising and Rebate Fake Positive Reviews:A Model Framework with Both Emotional and Text Features

作　　者：李岩[1] 林树海 牟博佼 Li Yan;Lin Shuhai;Mu Bojiao(School of Management,China University of Mining and Technology-Beijing;School of Economics and Management,China University of Geosciences(Beijing))

机构地区：[1]中国矿业大学(北京)管理学院 [2]中国地质大学(北京)经济管理学院

出　　处：《南开管理评论》2024年第5期152-164,共13页Nankai Business Review

基　　金：中国矿业大学(北京)越崎青年学者项目(800015Z11A21);中央高校基本科研业务费项目(590121047);国家自然科学基金项目(71972177)资助。

摘　　要：在线商品广告虚假好评和返利虚假好评干扰了数字经济的良性发展。本文目的是建立兼有情绪与文本双重特征的模型框架,以识别两类虚假好评和真实好评。通过网络爬虫收集真实评论,依据对评论撰写者的调研实践提取标注规则,建立两类虚假好评与真实好评的中文数据集。引入PAD情绪理论解构评论蕴含的情绪,结合情绪强化调节影响,构造评论的情绪特征。利用n-gram分词和TF-IDF向量化评论文本,运用Boruta方法构建多维文本特征。采用18种主流分类算法构建多类好评的分类模型。实验与对比分析显示:两类虚假好评与真实好评在情绪强化调节影响分布与PAD三维度上存在显著差异,据此提出一种评价好评情绪的可行建模方法;提取的情绪与文本特征使得分类算法均可有效识别三类好评,体现所构建模型框架对分类算法的较低依赖性;引入多维情绪特征能够显著提升分类算法对三类好评,尤其可增强对隐蔽性较强的返利虚假好评的辨识力,体现情绪特征对文本特征的增益效果。本研究结论为电商平台改进虚假好评过滤机制与消费者识别两类虚假好评提供参考借鉴。Online product reviews have become an impor tant reference for online purchases.However,this value also triggers businesses to intentionally create fake positive reviews to mislead consumers’purchasing decisions.As social e-commerce extends to all aspects of life,fake positive reviews have also shown characteristics of scale and industrialization,seriously restricting the healthy development of the digital economy.There are currently two types of fake positive reviews:“advertising fake reviews”written by specialized swiping companies hired by merchants for advertising promotion,and the other is“rebate fake reviews”written by consumers according to merchant requirements to obtain rebates.The extant research on identifying fake positive reviews mainly focuses on advertising fake positive reviews.However,due to the concealment expression of rebate fake positive reviews,existing methods have limitations in identifying the two types of fake positive reviews.Therefore,it is important to study the identification methods of the two types of fake positive reviews to establish a good online business environment.This paper constructed a model framework that combines emotional and text features to identify two types of fake positive reviews and authentic ones.First,labeling rules were extracted based on the practice of review writers,and Chinese datasets were established for two types of fake positive reviews and authentic ones.Afterward,the PAD(Pleasant-Arousal-Dominance)emotion theory was introduced to deconstruct the emotions contained in reviews,combined with the emotional intensification modifier to construct the emotional features of reviews.Meanwhile,n-gram segmentation and TF-IDF were utilized to vectorize reviews to construct text features.Then,eighteen mainstream classification algorithms were used to construct a recognition model for multi-class positive reviews.The research results found significant differences in the distribution of the emotional intensification modifier effects and the three dimension

关 键 词：广告虚假好评 返利虚假好评 真实好评 情绪理论 评论文本 

分 类 号：F713.8[经济管理—广告] F724.6[经济管理—产业经济] TP391.1[自动化与计算机技术—计算机应用技术]