Appraisals for products and services are increasingly important on the Internet, as they eliminate consumers' uncertainty, and help them to make purchase decision.Raters' appraisals for products are divided into ratings and comments in most online shopping sites.The existing online reputation system and appraisal studies tend to focus on the user rating or comment respectively, but ignore the organic unification between them.User ratings do not fully reflect users' real evaluation, as they are inclined to express their true feelings by comments.On the basis of the 852071 appraisal captured from Taobao, this paper proposes RFMA model to calculate raters' appraise quality, which combines RFM model and considers two kinds of information containing rating and comment by analyzing the inconsistency of rating and comment.Then the good raters and bad raters are distinguished, and further support for consumer purchase is provided.The proposed RFMA model finds a new mechanism for measuring raters' effectiveness.It can be used as a basement for shopping platform to classify the raters, and provide a new way of thinking to further improve the existing online reputation system.Through analyzing all of the raters, it can be concluded that the mechanism of combining the comments is more available and effective.
SHI Xiao-jing, LIANG Xun, SUN Xiao-lei
. Rater Utility Mechanism Research Based On Online Rating and Comment[J]. Chinese Journal of Management Science, 2016
, 24(5)
: 149
-157
.
DOI: 10.16381/j.cnki.issn1003-207x.2016.05.017
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