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

被引：71

作者：

张艳辉 ^{[1
]}

李宗伟 ^{[2
]}

赵诣成 ^{[1
]}

机构：

[1] 华东理工大学商学院

[2] 上海工程技术大学管理学院

来源：

管理学报 | 2017年 / 14卷 / 01期

关键词：

信息采纳模型; 信息质量; 在线评论有用性;

D O I：

暂无

中图分类号：

F724.6 [电子贸易、网上贸易];

学科分类号：

1201 ;

摘要：

在信息采纳理论基础上,用有效评论数、中差评、上传图片衡量评论的信息质量。根据淘宝网的海量在线评论数据构建模型,研究表明,有效评论数、中差评、上传图片对评论有用性具有显著的正向影响作用;相对于搜索品,在体验品中,中差评和上传图片对评论有用性的作用更强;卖家回复起到了中介作用,有效评论数、中差评、上传图片会正向影响卖家回复,卖家回复又会对评论有用性产生积极作用。

引用

收藏

页码：77 / 85

页数：9

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