消费者在线评论排名设计的有用性及其影响  

The Usefulness and Impact of Consumer Online Review Ranking Design

作　　者：黄仕晖 周峰[1] HUANG Shihui;ZHOU Feng(Shandong Institute of Commerce and Technology,Jinan,Shandong 250103,China)

机构地区：[1]山东商业职业技术学院,山东济南250103

出　　处：《山东商业职业技术学院学报》2025年第2期27-30,共4页Journal of Shandong Institute of Commerce and Technology

基　　金：中国职业技术教育学会2024年度分支机构科研课题“网络安全实战型人才培养模式研究”(ZJ2024B061)。

摘　　要：随着信息技术的快速发展,互联网为用户发布产品评论创造了优越的条件。消费者越来越倾向于阅读在线评论以决定自己的购买意向。然而,面对海量的在线评论,消费者很难快速定位到最佳评论以了解产品的真正质量,同样,生产商要调查研究影响客户购买决策的评论内容也很困难。基于计量经济学分析与文本挖掘技术,尤其是主观性分析方法,以亚马逊商城为例,根据消费者预期的评论有用性和生产商对产品销售的预期效应,设计了面向消费者和生产商的两种在线评论排名。结果发现,主观性分析对评论有用性能够给出有益的线索并对产品的销售有显著影响;最能影响销售的评论,未必就是客户感知有用的评论,反之亦然。研究结果对市场在线论坛的设计具有指导意义和参考价值。With the rapid development of information technology,the Internet has created superior conditions for users to publish product reviews.Consumers are increasingly reading online reviews to determine their purchase intentions.However,faced with the volume of online reviews,it is difficult for consumers to quickly locate the best reviews to understand the true quality of a product,and it is also difficult for manufacturers to research the content of reviews that influence customers’purchasing decisions.Based on econometric analysis and text mining technology,especially subjective analysis method,taking Amazon Mall as an example,two kinds of online review rankings for consumers and manufacturers are designed according to consumers’expected usefulness of reviews and manufacturers’expected effect on product sales.The results show that the subjective analysis can give useful clues to the useful performance of reviews and has a significant impact on the sales of products.The reviews that most affect sales are not necessarily the reviews that customers perceive as useful,and vice versa.The research results are of guiding significance and reference value to the design of market online forum.

关 键 词：消费者在线评论 有用性 搜索商品 体验商品 文本特征 

分 类 号：F713.18[经济管理—产业经济]