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论文编号：	9351
作者编号：	2120152453
上传时间：	2017/6/20 16:44:46
中文题目：	在线评论中产品属性间的评分差异性对评论有用性的影响： 基于汽车之家评论数据的实证研究
英文题目：	The Effect of Online Reviews Variance across Product Attributes on the Helpfulness of Reviews:An Empirical Study Based on the Review Data from Autohome.com
指导老师：	任星耀
中文关键字：	在线评论，评论有用性，差异性，产品属性
英文关键字：	online reviews,reviews'' helpfulness,variance,product attrribute
中文摘要：	近年来，随着互联网的发展和在线评论信息的激增，评论有用性的论题得到了越来越多的重视。文献回顾表明，以往研究在探讨在线评论有用性的影响因素时，大多考虑到了整体评分以及文本特征等因素，而忽视了具体产品属性信息。值得注意的是，在线评论中往往含有很多有关产品属性的评价内容，而评论者在同一评论中对不同属性的评价可能并不是完全一致的。比如，当对同一产品的不同属性进行打分时，可能会出现正面评分与负面评分共存的现象。那么，这种产品属性间的评分差异性是否会影响评论有用性呢？另外，考虑到有些产品属性具有统一评判标准，而另一些没有，若将产品属性间的评分差异性进行属性维度区分，会有什么样的影响呢？几乎没有研究对以上论题展开探讨。本文基于媒介丰富性理论、不确定性理论和归因理论，研究了在线评论中产品属性间的评分差异性对评论有用性的影响，并通过对汽车之家评论数据的实证分析，检验了本文假设及模型。 本研究得出的结论有：第一，相比于无差异，产品属性间评分有差异时评论有用性更高；第二，产品属性间的评分差异性与评论有用性呈倒U型关系，即随着产品属性间的评分差异性越来越大，评论有用性先升后降；第三，不同维度产品属性间的评分差异性对评论有用性的影响不同，具体来说，产品纵向属性间的评分差异性与评论有用性呈倒U关系，而产品横向属性间的评分差异性与评论有用性无显著相关关系。 本研究成果具有重要的理论及实践意义：从理论意义上来看，一是本文关注了产品属性，弥补了现有在线评论研究的不足；二是本文关注了同一评论不同属性间的评分差异性，拓展了相关研究；三是本文实证检验了产品属性间的评分差异性对评论有用性的作用，并做出了理论解释；四是本文对不同产品属性维度进行区分，完善了现有研究的严谨性。从实践意义考虑，本文研究成果对第三方评论网站、电商平台、产品厂商和零售商而言都具有一定的指导意义。
英文摘要：	Nowadays, with the development of the Internet and the proliferation of online reviews, more and more attention has been paid to the topic of reviews’ helpfulness. The literature review shows that most of the previous studies have focused on the overall rating and text features while ignoring the specific product attributes. It is worth noting that online reviews often contain much information about the attributes of the product, and the evaluation of different attributes may not be exactly the same in one review. For example, when grading different attributes of the same product, there may be a coexistence of positive scores and negative scores. So, does the online reviews variance across product attributes affect the reviews’ helpfulness? In addition, taking into account that some product attributes have a unified evaluation criteria while others do not, will the variance across the different (vertical or horizontal) product attributes has different influence? Few studies have explored these topics. Based on the media richness theory, uncertainty theory and attribution theory, this paper examines the effect of online reviews variance across product attributes on the helpfulness of reviews and tests hypotheses through the empirical analysis on the reviews data from Autohome.com. The conclusions of this study are as follows. First, compared to no variance across attributes, the reviews' helpfulness is higher when there is a variance across attributes. Second, there is an inverted U relationship between the variance across attributes and reviews' helpfulness, that is, with the variance across attributes going higher, the reviews' helpfulness will increase at first and then decrease. Third, the variance across the different (vertical or horizontal) product attributes has different influence. Specifically, there is an inverted U relationship between the variance across vertical attributes and the helpfulness of reviews, but the variance across horizontal attributes has no significant correlation with the helpfulness of reviews. This paper has important theoretical and practical implications. Theoretically, this paper pays attention to the product attribute, which makes up the deficiency of the existing online reviews research; studies the variance across different attributes in the same review, which extends the relevant research; empirically tests the role of the variance across product attributes on the helpfulness of reviews, and makes a theoretical explanation; distinguishes the different dimensions of attributes, which improves the preciseness of existing research. Practically, the results of this study have certain guiding significance to the third party review websites, e-commerce platform, product manufacturers and retailers.
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