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| 在线评论有用性的形成机理：在线互动的中介与产品特征的调节
摘要
消费者依赖于在线评论帮助其了解产品和服务质量；生产商也依赖于在线评论做出相关的产品服务改进与创新决策，提升质量水平；平台可以通过改善评论工具来提高购买者发表评论质量，也可以通过改变评论的分类和排序方法等提示评论质量的有用性。因此，帮助平台有效地管理在线评论对消费者、生产商均具有重要的意义。现阶段在线评论数量多、难以识别真伪，使得消费者、生产商、平台无法对评论进行取舍。探究在线评论有用性的形成机理，有助于平台从根本上进行评论管理。近年来学者们对评论特征进行探究，但在线评论功能不断完善，使得相关研究探索不足。为进一步揭露在线评论有用性的影响因素，本研究将在线评论功能板块与相关理论相结合，探究在线评论有用性的形成机理。
首先，本研究通过对近6年180余篇国内外相关文献进行梳理，发现评论的有用性影响因素研究主要集中于评论的文本特征（数量、长度、情感等）、评论者特征、平台特征等；考虑到“在线互动”这一新功能对用户社交需求的重要影响，将在线互动纳入模型。而后结合社会互动理论、媒介丰富度等理论，以评论媒介丰富度、情感强度作为自变量，在线互动作为中介变量，产品特征作为调节变量构建在线评论有用性的影响因素概念模型；其次，本研究使用python编写爬虫程序，以高卷入度产品评论作为研究对象，为排除京东物流、商家的影响，选定京东平台上，品牌自营店的笔记本电脑评论作为数据源，爬取88种商品24万余条在线评论，经过数据清理和预处理，留下在线互动大于2且评论有用性大于3的2923条评论；使用python调用百度NPL接口，计算评论情感强度；最后使用SPSS26对所提出的假设进行回归分析，并使用bootstrap方法进行稳健性检验。
研究表明：（1）评论的媒介丰富度、情感强度和在线互动能够促进评论的有用性；（2）评论的媒介丰富度直接和通过在线互动间接对评论有用性产生影响；在线互动在情感强度对评论的有用性影响之间起到完全中介的作用;（3）对于低价格产品和冷门产品，商家和平台可提高奖励力度，鼓励消费者发表图片秀和视频秀，来提高评论的有用性。根据相关结论，本研究提出以下建议：一是平台可提高评论工具的丰富度和趣味性，并将情感强度、在线互动等加入到排序算法中，以此来提高评论质量；二是商家可根据产品热度和价格对评论商品信息进行管理，并鼓励消费者进行评论和互动。
关键字：在线评论，形成机理，在线互动，中介作用，产品特征
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Abstract
User-Generated Online Consumer Reviews(UGRs) help consumers to evaluate the quality of productsand services; Manufacturers rely on UGRs to make product innovation decisions and improve quality; UGRs quality can be improved with the B2C platform comment tool,and the B2C platform can indicate the usefulness of comment through establishing effective classified and ranked methods. Therefore, the effective management of UGRs has great significance to both consumers and manufacturers. Nowadays, the large number of UGRs makes it difficult to identify the authenticity,which makes it impossible for consumers, manufacturers and platforms to choose between UGRs. Exploring the mechanism of the usefulness of onlinereviews can help platforms fundamentally manage UGRs. In recent years, scholars have explored the characteristics of UGRs,but the continuous improvement of online review functions has led to a lack of relevant research.In order to further reveal the influencing factors of the usefulness of online reviews, this study combined the functional plate of online reviews with relevant theories to explore the formation mechanism of the usefulness of online reviews.
First of all, through sorting out more than 180 domestic and foreign relevant literatures in the last 6 years, it is found that the factors influencing the usefulness of online reviews mainly focus on the text characteristics (quantity, length, emotion, etc.), reviewer characteristics, platform characteristics, etc.Considering that "online interaction", which is a new function,has an important impact on users' social needs, online interaction is included in the model.Then, combined with social interaction theory and media richness theory, to construct conceptual model. In the modle,the media richness and emotional intensity of UGRs as independent variables,online interaction as mediating variables, and product characteristics as moderating variables.Second, Using Python to crawl data, by the high involvement product reviews as the research object,to eliminate the effects of jingdong logistics and merchant,selected brand self-run stores laptop comments as study data,crawl 88 products of more than 240000 online comments,after data cleaning and pretreatment, leave online interaction is greater than 2 and comments usefulness is greater than 3, 2923 UGRs;then,Use Python to call Baidu NPL interface to calculate the emotional intensity of UGRs; Finally, SPSS26 was used to perform regression analysis on the proposed hypothesis, and Bootstrap method was used to perform robustness test.
The results show that :(1) media richness,emotional intensity and online interaction of UGRs can promote the usefulness of UGRs;(2) The media richness of UGRs has an impact on the usefulness of UGRs directly and indirectly through online interaction;Online interaction played a fully mediating role between the effect of emotional intensity on the usefulness of reviews;(3) For low-price products and unpopular products, merchants and platforms can increase incentives and encourage consumers to post picture shows and video shows to improve the usefulness of UGRs.Based on the relevant conclusions, this study proposes the following suggestions: First,the platform can improve the richness and interest of the UGRs tools,and add emotional intensity and online interaction into the ranking algorithm to improve the quality of comments;Second,merchants can manage the information of reviewed according to the popularity and price of products, and encourage consumers to comment and interact.
Keywords: User-Generated Online Consumer Reviews, formation mechanism ,online interaction, mediating effect, product characteristics
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