软科学
軟科學
연과학
Soft Science
2015年
10期
106-109,114
,共5页
评论内容要素%产品评论%服务评论%评论信息质量
評論內容要素%產品評論%服務評論%評論信息質量
평론내용요소%산품평론%복무평론%평론신식질량
online review content%product-attribute review%service-attribute review%review quality
模拟天猫平台真实信用评价环境，研究产品评论和服务评论的感知有用性差异。通过6组377人参与实验，发现产品评论相比于服务评论给评论阅读者带来更高的感知有用性；同时相比于高质量评论，低质量评论会减小在线评论中服务评论和产品评论的有用性差异。此外，还发现服务评论质量高低并不带来感知有用性的显著变化，这在一定程度上拓展了评论信息质量和评论有用性关系的研究。
模擬天貓平檯真實信用評價環境，研究產品評論和服務評論的感知有用性差異。通過6組377人參與實驗，髮現產品評論相比于服務評論給評論閱讀者帶來更高的感知有用性；同時相比于高質量評論，低質量評論會減小在線評論中服務評論和產品評論的有用性差異。此外，還髮現服務評論質量高低併不帶來感知有用性的顯著變化，這在一定程度上拓展瞭評論信息質量和評論有用性關繫的研究。
모의천묘평태진실신용평개배경，연구산품평론화복무평론적감지유용성차이。통과6조377인삼여실험，발현산품평론상비우복무평론급평론열독자대래경고적감지유용성；동시상비우고질량평론，저질량평론회감소재선평론중복무평론화산품평론적유용성차이。차외，환발현복무평론질량고저병불대래감지유용성적현저변화，저재일정정도상탁전료평론신식질량화평론유용성관계적연구。
In a simulated real credit evaluation environment of Tmall, this paper give an answer of what is the difference be-tween product-attribute online review and service-attribute online review on the perceived helpfulness, and there are 377 personnel involving in the experiment. Through the empirical analysis, this paper finds the product-attribute review is more important than the service-attribute review, and comparing with the low-quality-review, the high-quality-review is more suit-able for this conclusion. And the other result is that not all the high-quality-review is more helpful than low-quality-review, it is correct when the review is about product, which extends the theory of online review helpfulness.
