CAJ | 학술논문

在线评论是消费者获取口碑信息的重要途径，但相关研究对在线评论能否传递商品的真实质量仍存在争议。基于此，文章采用实证和实验的方法，研究我国在线评论的分布，以及导致评论偏差的影响因素和纠正偏差的方法。发现：①我国在线评论呈反“L”形的非对称分布，商品评论的均值不能反映商品的真实质量；②“默认好评”机制、退货评价机制以及评价等级的计分方式是导致评论偏差的重要因素；③当在线评论不存在缺失，且评论的计分方式为正向计分时，在线评论的分布呈正态分布；④“五点量表”的计分方式比“三点量表”的计分方式更准确、客观地反映商品的真实质量。
재선평론시소비자획취구비신식적중요도경，단상관연구대재선평론능부전체상품적진실질량잉존재쟁의。기우차，문장채용실증화실험적방법，연구아국재선평론적분포，이급도치평론편차적영향인소화규정편차적방법。발현：①아국재선평론정반“L”형적비대칭분포，상품평론적균치불능반영상품적진실질량；②“묵인호평”궤제、퇴화평개궤제이급평개등급적계분방식시도치평론편차적중요인소；③당재선평론불존재결실，차평론적계분방식위정향계분시，재선평론적분포정정태분포；④“오점량표”적계분방식비“삼점량표”적계분방식경준학、객관지반영상품적진실질량。
Online reviews are the important way for consumers to acquire information of products. However, whether the on-line reviews can deliver the product’s true quality is still a controversial issue. Based on this, this paper adopts the empiri-cal and experimental methodology to analyze the distribution of the online reviews in China, the influencing factors of the bi-ased reviews, and puts forward the method to correct the deviation. It finds the followings: 1) The online reviews follow a re-versed ‘L’-type distribution, of which the mean is a biased estimator of the product’s true quality; 2) The ‘acquiescing in good reviews’ mechanism, the evaluation mechanism on return of goods and the scoring mode of the evaluation grade are the main factors which lead to the biased online reviews;3) The online reviews follow the normal distribution when there is no missing review and the scoring mode is forward scoring; 4) The ‘five scale’ scoring mode is better than ‘three scale’ scoring mode in reflecting and evaluating objectively the product’s true quality.