在线商品评论信息可信度影响因素实证研究

摘要

The commodity reviews information plays an increasingly important role in consumers' buying decisions, and the credibility in-fluencing factors of reviews information gradually become noticeable. According to the text content, the text length, the emotional tenden-cy, the timeliness, the publisher and the business activities of reviews information, we make an empirical analysis on the credibility influ-encing factors of commodity reviews information in the consumption group of college students based on a questionnaire survey. The results show that the factors such as the detailed product description information, the impersonal emotional tendency, the clarity of the publisher's identity, the timeliness, other readers' identification degree and so on, will have a positive impact on the credibility of the reviews infor-mation.%商品评论信息对于消费者的购买决策起着越来越重要的作用，而评论信息可信度影响因素也逐渐成为人们的关注热点。针对评论信息的文本内容、长度、情感倾向、时效性、发布者、商家活动等特征，通过问卷调查方式对大学生消费群体进行评论信息可信度影响因素实证分析，结果表明：评论信息文本内容中产品描述信息的详细度、其情感倾向的客观性，发布者身份的明确性，信息发布的及时性，其他评论阅读者的认同度等因素都会对评论信息的可信度产生正面影响。