基于IAM理论的在线评论媒介有效性研究
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摘要
在线评论作为一种新兴的互联网互动方式,目前已经成为消费者购买决策的重要参考因素之一。然而在浩如烟海的评论里,消费者获得的是过载和有偏差的信息,评论的有效性无法确认而导致难以做出有效决策,这也为市场预测和策略调整带来不利影响。因此本文重点探讨在线评论的影响因素与有效性之间的关系。以"信息采纳模型"为基础从信息质量和信息源的角度,结合相应的理论模型,选取影响评论有效性的在线评论特征因素,构建BP神经网络模型来分析这些影响因素跟评论有效性之间的关系强度。通过爬虫获取的大量在线评论数据对模型的训练发现:评论的回复数、长度、时效性、商品类型和评论者等级对评论有效性有强关系作用,而且评论回复数的影响效果最为明显。最后基于实证研究成果给出了一些在线评论媒介运用的策略和建议。
Online review,as an emerging Internet information medium,has become one of the important reference factors for consumers' purchasing decisions.However,in the vast reviews,consumers get overloaded and biased information.The validity of the reviews cannot be confirmed and it is difficult to make effective decisions,which also adversely affects market forecasts and strategic adjustments.This study explores the relationship between influencing factors and effectiveness of online reviews.According to the information adoption model,the evaluation features are taken as the factors influencing the validity of the evaluation from the perspective of information quality and information source.First,based on the information adoption model,the online review feature factors that influence the validity of the review are selected from the perspective of information quality and information source.Then the BP neural network method is performed to analyze the relationship between the influencing factors and the validity of the reviews.Through the network training and data analysis,the results of the evaluation are the number of reviews,the length of the comment,the type of the product,and the level of the commentator have a strong relationship to the validity of the comment.The effect of the reply number is the most significant factor.Finally,some strategies and recommendations using review media are presented based on empirical research.
Online review,as an emerging Internet information medium,has become one of the important reference factors for consumers' purchasing decisions.However,in the vast reviews,consumers get overloaded and biased information.The validity of the reviews cannot be confirmed and it is difficult to make effective decisions,which also adversely affects market forecasts and strategic adjustments.This study explores the relationship between influencing factors and effectiveness of online reviews.According to the information adoption model,the evaluation features are taken as the factors influencing the validity of the evaluation from the perspective of information quality and information source.First,based on the information adoption model,the online review feature factors that influence the validity of the review are selected from the perspective of information quality and information source.Then the BP neural network method is performed to analyze the relationship between the influencing factors and the validity of the reviews.Through the network training and data analysis,the results of the evaluation are the number of reviews,the length of the comment,the type of the product,and the level of the commentator have a strong relationship to the validity of the comment.The effect of the reply number is the most significant factor.Finally,some strategies and recommendations using review media are presented based on empirical research.
引文
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[9]闫强,孟跃.在线评论的感知有用性影响因素--基于在线影评的实证研究[J].中国管理科学,2013(S1),第126-131页.
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[15]吴江,刘弯弯.基于信息采纳理论的在线商品评论有用性影响因素研究[J].信息资源管理学报,2017(1),第47-55页.
[16]郝清民,魏凤霞.消费者感知的在线评论有用性影响因素研究[J].天津大学学报(社会科学版),2014(5),第404-408页.
[17]赵丽娜,韩冬梅.基于BP神经网络的在线评论效用影响因素研究[J].情报科学,2015(6),第138-142页.
[18]武鹏飞,闫强.在线评论对社交网络中电子口碑采纳的影响研究[J].北京邮电大学学报(社会科学版),2015(1),第52-61页.
[19]刘宪立,赵昆.在线评论有用性关键影响因素识别研究[J].现代情报,2017(1),第94-99页,第105页.
[20]林先杰.在线评论有用性影响因素研究[D].华南理工大学硕士学位论文,2014.
[21]Salganik,M.J.,and Dodds,P.S."Watts D J.Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market."Science 311.5762(2006):854-856.
[22]张艳辉,李宗伟,赵诣成.基于淘宝网评论数据的信息质量对在线评论有用性的影响[J].管理学报,2017(1),第77-85页.
[23]刘伟,徐鹏涛.O2O电商平台在线点评有用性影响因素的识别研究--以餐饮行业O2O模式为例[J].中国管理科学,2016(5),第168-176页.
[24]Deutsch,M.,and Gerard,H.B."A Study of Normative and Informational Social Influences upon Individual Judgment."The Journal of Abnormal and Social Psychology 51.3(1955):629.
[25]Davis,F.D."Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology."MISQuarterly 13.3(1989):319-340.
[26]Sussman,S.W."Siegal W.S.Informational Influence in Organizations:An Integrated Approach to Knowledge Adoption,"Information Systems Research 14.1(2003):47-65.
[27]Cheung,C.M.K.,Lee,M.K.O.,and Rabjohn,N."The Impact of Election of Online Opinions in Online Customer Communities."Internet Research 18.3(2008):229-247.
[28]Rumelhart,D.E.,and Hinton,G.E."Williams R J.Learning Representations by Back-propagating Errors."Nature323.6088(1986):533-536.
[2]张帆.媒介移动化与信息传播有效性研究[J].新闻传播,2009(12),第99页,第123页.
[3]任婕.“受众框架”在移动新媒体对外传播中的有效性分析[J].新闻研究导刊,2017(11),第160页.
[4]Korfiatis,N.,García-Bariocanal,E.,and Sánchez-Alonso,S."Evaluating Content Quality and Helpfulness of Online Product Reviews:The Interplay of Review Helpfulness vs.Review Content."Electronic Commerce Research and Applications 11.3(2012):205-217.
[5]Mudambi,S.,and Schuff,D."What Makes a Helpful Online Review?A Study of Customer Reviews on Amazon.com."MIS Quarterly 34.1(2010):185-200.
[6]Verhagen,T.,Nauta,A.,&Felberg,F."Negative Online Word-of-Mouth:Behavioral Indicator or Emotional Release?"Computersin Human Behavior 29.4(2013):1430-1440.
[7]Yin,D.,Bond,S.D.,and Zhang,H."Anxious or Angry?Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews."MIS Quarterly 38.2(2014):539-560.
[8]陆海霞.线上评论感知有用性对购买意愿变化和购买行为的影响研究[D].吉林大学博士学位论文,2016.
[9]闫强,孟跃.在线评论的感知有用性影响因素--基于在线影评的实证研究[J].中国管理科学,2013(S1),第126-131页.
[10]张伦.在线口碑传播:研究视角的转向[J].当代传播,2015(2),第50-52页.
[11]司格,张伦,张增一.社会化媒体的用户产品评价影响因素研究:基于文本挖掘的方法[J].国际新闻界,2015(6),第38-58页.
[12]赵丽娜,韩冬梅.基于不同商品类型的在线评论感知有用性的实证[J].统计与决策,2015(16),第108-111页.
[13]卓四清,冯永洲.在线评论有用性影响因素实证研究--基于Tripadvisor.com酒店评论数据[J].现代情报,2015(4),第52-56页,第74页.
[14]乔巍然.在线评论和感知有用性对消费者购买行为意向的影响[D].华东师范大学硕士学位论文,2016.
[15]吴江,刘弯弯.基于信息采纳理论的在线商品评论有用性影响因素研究[J].信息资源管理学报,2017(1),第47-55页.
[16]郝清民,魏凤霞.消费者感知的在线评论有用性影响因素研究[J].天津大学学报(社会科学版),2014(5),第404-408页.
[17]赵丽娜,韩冬梅.基于BP神经网络的在线评论效用影响因素研究[J].情报科学,2015(6),第138-142页.
[18]武鹏飞,闫强.在线评论对社交网络中电子口碑采纳的影响研究[J].北京邮电大学学报(社会科学版),2015(1),第52-61页.
[19]刘宪立,赵昆.在线评论有用性关键影响因素识别研究[J].现代情报,2017(1),第94-99页,第105页.
[20]林先杰.在线评论有用性影响因素研究[D].华南理工大学硕士学位论文,2014.
[21]Salganik,M.J.,and Dodds,P.S."Watts D J.Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market."Science 311.5762(2006):854-856.
[22]张艳辉,李宗伟,赵诣成.基于淘宝网评论数据的信息质量对在线评论有用性的影响[J].管理学报,2017(1),第77-85页.
[23]刘伟,徐鹏涛.O2O电商平台在线点评有用性影响因素的识别研究--以餐饮行业O2O模式为例[J].中国管理科学,2016(5),第168-176页.
[24]Deutsch,M.,and Gerard,H.B."A Study of Normative and Informational Social Influences upon Individual Judgment."The Journal of Abnormal and Social Psychology 51.3(1955):629.
[25]Davis,F.D."Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology."MISQuarterly 13.3(1989):319-340.
[26]Sussman,S.W."Siegal W.S.Informational Influence in Organizations:An Integrated Approach to Knowledge Adoption,"Information Systems Research 14.1(2003):47-65.
[27]Cheung,C.M.K.,Lee,M.K.O.,and Rabjohn,N."The Impact of Election of Online Opinions in Online Customer Communities."Internet Research 18.3(2008):229-247.
[28]Rumelhart,D.E.,and Hinton,G.E."Williams R J.Learning Representations by Back-propagating Errors."Nature323.6088(1986):533-536.
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