CAJ | 학술논문

随着网上小额批发平台的快速发展及其对信誉评价体系不断完善的要求,以文字内容为主的言语性评价受到广泛关注。基于内容分析法对阿里巴巴速卖通平台的言语性评价的编译,细化出九大类、29项维度,分别涉及交易过程、质量、定价、服务、物流、卖家信用、主观感受、未来行为倾向等内容。网上批发商混合采用主客观评价相结合、整体和细节评价相结合的方式,且在商品质量、交易经历、整体服务水平、整体物流水平及对商品的喜好程度等维度上表现出明显的正负向情感。通过进一步的潜在类别分析,发现网上小额批发商分为＂关注质量的主客观评价型＂和＂整体综合评价型＂,进而提出解释和建议。
수착망상소액비발평태적쾌속발전급기대신예평개체계불단완선적요구,이문자내용위주적언어성평개수도엄범관주。기우내용분석법대아리파파속매통평태적언어성평개적편역,세화출구대류、29항유도,분별섭급교역과정、질량、정개、복무、물류、매가신용、주관감수、미래행위경향등내용。망상비발상혼합채용주객관평개상결합、정체화세절평개상결합적방식,차재상품질량、교역경력、정체복무수평、정체물류수평급대상품적희호정도등유도상표현출명현적정부향정감。통과진일보적잠재유별분석,발현망상소액비발상분위＂관주질량적주객관평개형＂화＂정체종합평개형＂,진이제출해석화건의。
With the rapid development of online platform for wholesale business, and with its urgent need to build up online rating system, text comments left by dealers have attracted high attention. With the adoption of the content analysis, the text comments of aliexpress, tom are coded into nine categories and 29 dimensions, covering contents of transaction process, quality, pricing, service, logistics, seller trustworthiness, subjective favorites and behavioral intentions, etc. Online wholesalers leave objective comments as well as subject sen- tences, and tell about the average and also the details. The most important is that dimensions like product quali- ty, transaction process, overall service, overall logistics and product favorites are those that can arouse positive and negative emotions. Further latent class analysis indicates that online wholesalers are defined into two classes： the one who subjectively and objectively concerns the quality most, and the one who only focuses on evaluations. Explanations and suggestions are followed afterwards. general