[1]刘利平.评论文本内容语义特征对负面评论有用性的影响——基于产品类型和商家回复类型的调节作用[J].南京师大学报(社会科学版),2024,(05):117-127.
 LIU Liping.The Impact of Review Content's Semantic Features on the Helpfulness of Negative Reviews: Moderating Effects of Product Type and Response Type[J].Journal of Nanjing Normal University (Social Science Edition),2024,(05):117-127.
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评论文本内容语义特征对负面评论有用性的影响——基于产品类型和商家回复类型的调节作用
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《南京师大学报》(社会科学版)[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2024年05期
页码:
117-127
栏目:
管理学研究
出版日期:
2024-10-25

文章信息/Info

Title:
The Impact of Review Content's Semantic Features on the Helpfulness of Negative Reviews: Moderating Effects of Product Type and Response Type
作者:
刘利平
Author(s):
LIU Liping
关键词:
评论主观程度 负面情感强度 负面评论有用性 产品类型 商家回复类型
Keywords:
subjective degree of reviews intensity of negative emotions helpfulness of negative review product type response type
摘要:
由于网络购物过程中存在各种不确定性因素,负面评论及其有用性日益成为学术界和业界共同关注的问题。为探究在线评论中文本内容的语义特征对负面评论有用性的影响,以及不同产品类型和商家回复对影响程度的调节作用,抓取了京东商城29333条有效产品评论数据,利用负二项回归分析检验了评论文本内容语义特征对负面评论有用性的影响。研究结果表明:评论主观程度和负面情感强度对负面评论有用性有着显著负向影响; 与体验型产品相比,评论主观程度以及负面情感强度在搜索型产品中对负面评论有用性的抑制作用更显著; 相较于适应型回复,含有防御型回复的评论主观程度对负面评论有用性的抑制作用则会被削弱。
Abstract:
Due to the uncertainties that existed in the online shopping process, negative reviews and their helpfulness have increasingly become the common concern of scholars and practitioners. Aiming to examine the impact of review content's semantic features on the helpfulness of negative reviews and the moderation effects of product type and response type, this study collected 29, 333 valid product reviews from JD company and analyzed the data by using the negative binomial regression method. The results showed that: the subjective degree of reviews and the intensity of negative emotions have negative effects on the helpfulness of negative reviews; meanwhile, the subjective degree of reviews and the intensity of negative emotions have stronger inhibitory effects on the helpfulness of negative reviews for search product than experiential product; compared with adaptive responses, the inhibitory effect of subjective degree of reviews containing defensive responses on the helpfulness of negative reviews will be weakened.

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备注/Memo

备注/Memo:
刘利平,工学博士,南京师范大学商学院教授、博士生导师(南京210023)。本文系国家社会科学基金项目“数字化赋能制造业质量效益提升机理与对策研究”(22BGL014)、国家自然科学基金项目“突发危机事件对公众负性情绪的影响机理及缓解策略研究:基于事件系统理论视角”(72001114)、国家社会科学基金重大项目“数字经济推动产业链供应链现代化水平提升的机制与对策研究”(22&ZD095)的阶段性成果。感谢南京师范大学硕士生王晓雪对论文提供的帮助。
更新日期/Last Update: 2024-10-25