卖家反馈能否引发高质量的在线评论信息？——基于淘宝网的实证分析

doi:10.16381/j.cnki.issn1003-207x.2018.1271

摘要/Abstract

摘要： 高质量的评论为店铺带来良好的网络口碑。网络卖家如何通过回复评论来提高消费者发布评论的积极性，并提高评论内容的质量水平？本文利用评论长度和评论图片数量来衡量在线评论质量，构建卖家在线回复、店铺特征以及在线评论质量对消费者购买决策影响的理论模型。通过收集淘宝网交易数据，对假设进行了验证。发现卖家回复正向影响评论长度与图片评论数，店铺星级水平和店铺服务能力在其中具有调节作用。高质量的在线评论会促进消费者的购买决策。本文结论将为电子商务平台和卖家提升经营绩效提供建议。

关键词: 在线评论, 卖家反馈, 评论质量, 购买决策

Abstract: High-quality online reviews bring e-store a good online reputation and increase sales. How can online sellers respond to comments to increase consumers' enthusiasm for posting comments and improve the quality of the content of reviews? The length of comments and the number of pictures are employed to measure the quality of online reviews, and a theoretical model of sellers' online review responses, e-store characteristics, and the impact of online review quality on consumer buying decisions is built. The research hypothesis is verified by collecting Taobao's transaction data. The seller's response positively affects the length of the comment and the number of photos, and the e-store star level and service ability have a mediating effect. High-quality online reviews promote consumers' buying decisions. Our findings provide practical advice for e-commerce platforms and sellers to improve business performance.

Key words: online review, seller feedback, review quality, consumer purchasing decision

中图分类号:

F626

李宗伟, 张艳辉, 夏伟伟. 卖家反馈能否引发高质量的在线评论信息？——基于淘宝网的实证分析[J]. 中国管理科学, 2021, 29(5): 221-230.

LI Zong-wei, ZHANG Yan-hui, XIA Wei-wei. Can Seller Feedback Trigger High Quality Online Reviews?——Based on the Empirical Analysis of Taobao[J]. Chinese Journal of Management Science, 2021, 29(5): 221-230.

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