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本研究主要关注系统操控、评论者社交网络以及评论集合特征三个要素对在线评论有用性的影响。通过太平洋电脑网3027个有效样本的实证分析发现,电商系统对评论的直接操控会显著的影响评论有用性。同时,除了评论者的社交网络数量,评论者的社交网络质量也可以作为评论有用性预测的指标。最后,考虑了评论的个体特征和评论集合特征之后,发现评论个体特征对评论有用性的影响会受到评论集合平衡性的调节。评论全面性对评论有用性的影响在积极的评论集合中更为重要。
This study mainly focuses on the influence of the three elements of system control, reviewers’ social networks and comment collection features on the usefulness of online reviews. An empirical analysis of 3,027 valid samples from Pacific Internet Network found that the direct manipulation of comments by the e-commerce system can significantly affect the usefulness of the comments. At the same time, in addition to the number of reviewers ’social networks, the quality of the reviewers’ social networks can also be used as an indicator of usefulness of reviews. Finally, after considering the individual characteristics and the characteristics of the comment collection, we find that the influence of the individual characteristics of the comment on the usefulness of the comment is adjusted by the balance of the comment collection. The impact of comprehensiveness on the usefulness of comments is even more important in a positive review collection.