| 基于有用性排序的在线评论与销量的关系研究 |
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| 引用本文： | 张梦莹,邓三鸿,王昊,王丽娟.基于有用性排序的在线评论与销量的关系研究[J].现代情报,2019,39(2):152-160. |
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| 作者姓名： | 张梦莹 邓三鸿 王昊 王丽娟 |
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| 作者单位： | 1. 南京大学信息管理学院, 江苏 南京 210023;2. 江苏省数据工程与知识服务重点实验室, 江苏 南京 210023;3. 江苏省地质调查研究院, 江苏 南京 210018 |
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| 基金项目： | 国家自然科学基金青年项目"面向学术资源的TSD与TDC测度及分析研究"（项目编号：71503121）；南京大学"十三五"实验教学改革研究重点课题"大数据环境下面向学科竞赛的创新能力培养"（项目编号：SY201919）。 |
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| 摘 要： | 目的/意义]从海量的购物评价筛选出高效用的评论文本,既能为潜在用户的购买决策提供有价值的参考,也能为电子商务经营者提供巨大的商业价值。方法/过程]通过量化在线评论的有用性指标,以模糊层次分析法确定属性权重,依据灰色关联分析法进行在线评论有用性排序,并基于有用性过滤评论,探究在线评论对销售绩效的影响。结果/结论]差评的各项指标相比好评来说具有明显优势,有用性更高。评论总数、评论时效性显著促进产品销售。情感倾向对搜索型商品的销量的影响并不显著。
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| 关 键 词： | 在线评论 产品销量 评论有用性 模糊层次分析法 灰色关联分析法 |
Research on the Relationship between Online Reviews and Sales Based on Usefulness of Online Reviews |
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| Authors: | Zhang Mengying Deng Sanhong Wang Hao Wang Lijuan |
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| Institution: | 1. School of Information Management, Nanjing University, Nanjing 210023, China;2. Jiangsu Key Laboratory of Data Engineering and Knowledge Service, Nanjing 210023, China;3. Geological Survey of Jiangsu Province, Nanjing 210018, China |
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| Abstract: | Purpose/Significance] Effective reviews can not only provide valuable reference for consumers to make purchasing decisions,but also provide enormous commercial value for e-commerce operators.Method/Process] This paper quantified the usefulness index of reviews,determined the attribute weight by fuzzy analytic hierarchy process(FAHP),and ranked the usefulness of online reviews according to grey correlation analysis method.Based on usefulness,the influence of online reviews on sales performance was explored.Result/Conclusion] It is found that the negative comment was more likely to be highly useful.The number of reviews and the timeliness of reviews significantly promoted sales.The influence of emotional tendencies on sales of search products was not significant. |
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| Keywords: | online review sales usefulness FAHP grey correlation analysis method |
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