情报研究

商品在线评论动态变化评价指标体系的研究

  • 王军 ,
  • 丁丹丹
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  • 吉林大学管理学院 长春 130022
王军(ORCID:0000-0002-7670-0818),副教授,Email:wangjun1@jlu.edu.cn;丁丹丹(ORCID:0000-0001-7893-7088),硕士研究生。

收稿日期: 2015-05-17

  修回日期: 2015-05-30

  网络出版日期: 2015-06-20

Research on Dynamic Evaluation Index System of Goods Online Reviews

  • Wang Jun ,
  • Ding Dandan
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  • School of Management, Jilin University, Changchun 130022

Received date: 2015-05-17

  Revised date: 2015-05-30

  Online published: 2015-06-20

摘要

[目的/意义] 研究商品在线评论动态变化的评价指标体系,为商家掌握消费者态度的变化过程,有针对性地改进产品或服务提供参考。[方法/过程] 结合ELM方法,建立商品在线评论的动态评价模型,并提出结构分布指标、跨类变动指标和内部变动指标等3类一级指标,以及评论结构比、平移率、跨越率、集中率、扩散率、商品价值关注度、服务敏感度等二级指标。[结果/结论] 以天猫网女装的在线评论为例进行实证研究,详细说明模型和指标体系的应用过程,并验证其适用性。网商可借助该指标体系评价商品在线评论的变动情况,了解消费者态度变化趋势。

本文引用格式

王军 , 丁丹丹 . 商品在线评论动态变化评价指标体系的研究[J]. 图书情报工作, 2015 , 59(12) : 106 -112 . DOI: 10.13266/j.issn.0252-3116.2015.12.016

Abstract

[Purpose/significance] Combined with the Elaboration Likelihood Model theory, this paper establishes the dynamic evaluation model of good online reviews. Then it puts forward three primary indicators of the structure distribution index, cross class change index and internal variable index, and several secondary indicators of comment structure ratio, translation rate, cross ratio, concentration ratio, diffusion ratio, commodity value concern ratio, and service sensitivity.[Method/process] This paper takes online reviews of women's clothes on the Tianmao.com for example, explains the application process of the model and index system, and proves its applicability.[Result/conclusion] With the help of the evaluation index system, network operators can appraise the change of online reviews and learn the change trends of consumers' attitudes.

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