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目前,电子商务网站采用的对在线消费者评论进行有用性投票的机制能够帮助消费者在信息过剩的时代快速准确地做出购买决策。然而很多在线消费者评论缺少足够的有用性投票,因此,如何在海量的评论中有效地识别并利用有用的评论,则成为学者们关注的焦点。本文选取中文电子商务网站上搜索型和体验型商品的评论进行实证分析,探讨和识别在线消费者对评论有用性进行投票的关键评论属性方面的影响因素,并探索商品类型在商品评论的极性对评论的有用性投票的影响关系中起到的调节作用。同时,本文的结论能够帮助消费者更好地判断评论的有用性,及帮助电子商务网站提升在线评论系统以获得更多的有用性投票。
Currently, the e-commerce website’s useful voting mechanism for online consumer reviews can help consumers make purchasing decisions quickly and accurately in an era of excess information. However, many online consumer reviews lack enough useful votes. Therefore, how to effectively identify and utilize useful comments in a large number of reviews has become the focus of scholars’ attention. In this paper, we choose the Chinese e-commerce website search and experience of the comments of the article for empirical analysis to explore and identify the online consumers to comment on the usefulness of the voting key attributes of the impact of factors and to explore the type of product reviews the polarity The regulatory role played by the impact of voting on the usefulness of the comment. At the same time, the conclusions of this article can help consumers to better judge the usefulness of the comments, and help e-commerce websites enhance online comment system to get more useful votes.