摘要
当前学界研究主要集中于网络评论的声誉机制或虚假评论的识别策略,好评返现可以看作是声誉的交易(消费者给予好评,商家报以返现),而对此类带有一定贿赂性质的、诱导性的评论的声誉机制研究不多。本文以某网络购物平台2016和2017年两次追踪调查数据为样本,实证研究了好评返现是如何作用于最终声誉评价的。实证结果发现,好评返现对店铺声誉累积的实际影响并不是完全正向的,而是以店铺初始声誉等级为阈值,对于信誉等级较高的店铺(品牌商家)不敏感,对于信誉等级较低的店铺(新进卖家)比较敏感;商家是否参与好评返现并非内生于店铺的初始信誉评价,而更多的是提升信誉评分或对冲部分负面评论;消费者是否参与好评返现与其行为意愿和态度不存在显著关联,匿名环境往往使消费者更易做出内心并不认同却能获益的行为。
The rewards on favorable comment can be regarded as a transaction for reputation that consumers give favorable comment and sellers give cash back as a reward. While current academic research mainly focuses on the reputation mechanism of online reviews or the identification strategy for the spam reviews, little attention has been paid to the reputation mechanism of the certain comments with the character of bribe generated by the rewards on favorable comment.The data from the survey of online and offline is used to construct a dynamic reputation modified model of online reviews. In order to obtain the change of score difference, Taobao and tmall were followed up twice in 2016 and 2017 respectively. The model is designed to elucidate how the induced positive reviews work on the final reputation evaluation.According to the results, the rewards on favorable comment is not necessarily to improve the store’s reputation score, but only to improve the reputation of low reputation stores. Compared with the reputation damage to high reputation stores, this promotion is very limited. Although praise return is common in different commodity categories, there is no positive incentive for consumers’ comment intention from small return, and there is no significant statistical relationship between the willingness to participate in praise return and the behavior of choosing praise return. Anonymous environment often makes consumers more likely to make behaviors that they don’t agree with but can benefit from. Whether the merchants participate in the high praise return does not depend on their initial reputation. In the data of the high praise return, not only the low rating stores, but also the high rating stores are observed. Further contingency analysis also shows that there is no significant correlation between whether the merchants participate in the return of praise and the initial reputation level of the store, which shows that the motivation of the merchants to participate in the return of praise is similar-to improve
作者
魏瑾瑞
王金伟
WEI Jin-rui;WANG Jin-wei(School of Statistics,Dongbei University of Finance and Economics,Dalian 116025,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2022年第1期252-262,共11页
Chinese Journal of Management Science
基金
辽宁省社会科学基金资助项目(L20BTJ003)
东北财经大学提升社会服务能力建设资助项目(SF-Y202113)。
关键词
好评返现
虚假评价
声誉机制
the rewards on favorable comment
spam reviews
reputation mechanism
