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论文编号：	11896
作者编号：	2120182951
上传时间：	2020/6/23 22:17:11
中文题目：	正负在线评论有用性影响的比较研究 ——基于品牌声誉和产品类型的调节效应
英文题目：	A comparative study of the impact of positive and negative online reviews ——Regulatory effect based on brand reputation and product type
指导老师：	刘建华
中文关键字：	正负在线评论，评论特征，评论有用性，品牌声誉，产品类型
英文关键字：	positive and negative online reviews, comment characteristics, usefulness of reviews, brand reputation, product type
中文摘要：	随着网络购物方式的发展普及，在线评论已经成为影响消费者购买意愿和购买决策的重要因素，在线评论的有用性也受到越来越多学者的关注研究。本文以正面、负面评论的特征对评论有用性影响的对比研究为切入点，利用python软件抓取京东在线商城24个品牌商品2019年10月20日至11月20日历时一个月的真实评论数据，通过stata14软件对所抓取的面板数据进行回归分析，比较正面评论和负面评论的特征对评论有用性影响的差异，特征包括评论数量、评论深度、追加评论和评论时效；另外，本文引入品牌声誉和产品类型这两个商品特征，研究其调节效应。 实证分析的结果表明，关于评论数量和评论深度对评论有用性的影响，正面评论和负面评论存在明显差异；而关于追加评论和评论时效对评论有用性的影响，正面评论和负面评论并无差异。另外，两类评论之间的差异，也体现在调节变量的作用过程中。正面评论和负面评论的重要差异点在于：对于正面评论，有相当一部分是消费者的习惯性好评，或者系统默认好评；而对于负面评论，更多是因为消费者切实存在不好的产品体验或购物体验。消费者对这一差异是有潜在认知的，因此一定程度上导致对两类评论的特征对其有用性影响的差异。 本研究的相关结论可以为商家或平台方的评论管理提供参考，一方面是引导消费者留下更多有用评论；另一方面，也是更重要的一点，改进评论推荐、排序系统的内在逻辑，重视对正面评价和负面评价的差异化处理，同时对于不同声誉和不同类型的产品也要有所区别。
英文摘要：	With the development and popularization of online shopping methods, online reviews have become an important factor influencing consumers purchasing intentions and purchasing decisions. The usefulness of online reviews has also attracted more and more scholars' attention. This article takes a comparative study of the impact of positive and negative reviews on the usefulness of reviews as an entry point, using python software to capture 24 brand products of Jingdong Online Mall for one month of real review data from the calendar of October 20 to November 20, 2019 , Using stata14 software to perform regression analysis on the captured panel data, and compare the difference between the positive and negative comments' characteristics on the usefulness of the comments, including the number of comments, the depth of comments, additional comments, and the timeliness of comments; in addition, this article introduces the brand reputation and product type, the two product characteristics, to study its moderating effect. The results of the empirical analysis show that there are significant differences between positive reviews and negative reviews regarding the impact of the number of reviews and the depth of reviews on the usefulness of reviews; and there is no difference between positive reviews and negative reviews regarding the impact of additional reviews and the effectiveness of reviews on the usefulness of reviews . In addition, the difference between the two types of comments is also reflected in the role of the moderating variable. The important difference between positive reviews and negative reviews is that: for positive reviews, a considerable part are consumers' habitual positive reviews, or the system's default positive reviews; and for negative reviews, it is more because consumers actually have a bad product experience or shopping experience. Consumers have latent cognition of this difference, so to a certain extent lead to differences in the impact of the characteristics of the two types of reviews on their usefulness. The relevant conclusions of this research can provide a reference for the review management of merchants or platforms. On the one hand, it is to guide consumers to leave more useful reviews; on the other hand, it is also more important, to improve the internal logic of the review recommendation and ranking system. Pay attention to the differential treatment of positive and negative evaluations, and at the same time, different reputations and different types of products should be differentiated.
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