CAJ | 학술논문

随着电子商务在中国的快速发展,网络上有关产品的客户评论日益增多,越来越多的产品评论使得买卖双方都无法快速定位最好的评论和了解产品质量。本文基于可达性—可诊断性模型和不确定性降低理论,构建了产品评论有用性影响因素模型,并以两种产品的1 238条在线评论数据对研究假设进行了检验。结果表明,体验型产品评论的感知有用性显著高于搜索型产品;产品类型在评分极端性对感知有用性的影响中起调节作用,相比于搜索型产品,体验型产品评分极端性对感知有用性的正向影响更强;产品类型在评论客观性对感知有用性的影响中起调节作用,体验型产品评论的客观性对感知有用性有显著的正向影响,而搜索型产品却无此效应。本研究不仅拓展了劝服理论和社会互动理论,对于网络零售商的客户互动管理也具有重要的实践意义。
수착전자상무재중국적쾌속발전,망락상유관산품적객호평론일익증다,월래월다적산품평론사득매매쌍방도무법쾌속정위최호적평론화료해산품질량。본문기우가체성—가진단성모형화불학정성강저이론,구건료산품평론유용성영향인소모형,병이량충산품적1 238조재선평론수거대연구가설진행료검험。결과표명,체험형산품평론적감지유용성현저고우수색형산품;산품류형재평분겁단성대감지유용성적영향중기조절작용,상비우수색형산품,체험형산품평분겁단성대감지유용성적정향영향경강;산품류형재평론객관성대감지유용성적영향중기조절작용,체험형산품평론적객관성대감지유용성유현저적정향영향,이수색형산품각무차효응。본연구불부탁전료권복이론화사회호동이론,대우망락령수상적객호호동관리야구유중요적실천의의。
With the rapid growth of e-commerce in China,customer reviews on the internet are constantly increasing;more and more product reviews lead to the difficulty in quick positioning the best reviews and understanding product quality as for buyers and sellers.Based on accessibility-diagnosticity model and uncertainty reduction theory,this paper constructs a model of influencing factors of helpfulness of product reviews,and tests the hypothesis by collecting 1 238 online reviews of two products.It arrives at the following conclusions：firstly,perceived helpfulness of experience-type product reviews is significantly higher than the one of search-type product reviews;secondly,product types play a regulation role in the effect of rating extremity on perceived helpfulness;compared to search-type products,rating extremity of experience-type products has a stronger positive effect on perceived helpfulness;thirdly,product types play a regulation role in the effect of review objectivity on perceived helpfulness;the objectivity of experience-type product reviews has a significantly positive effect on perceived helpfulness,but search-type products do not have such a effect.This paper not only extends persuasion theory and social interaction theory,but also provides important practice significance for customer interaction management of e-commerce retailers.