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What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com

机译：什么使在线评论有用？ Amazon.com上的客户评论研究

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摘要

Customer reviews are increasingly available online for a wide range of products and services. They supplement other information provided by electronic storefronts such as product descriptions, reviews from experts, and personalized advice generated by automated recommendation systems. While researchers have demonstrated the benefits of the presence of customer reviews to an online retailer, a largely uninvestigated issue is what makes customer reviews helpful to a consumer in the process of making a purchase decision. Drawing on the paradigm of search and experience goods from information economics, we develop and test a model of customer review helpfulness. An analysis of 1,587 reviews from Amazon.com across six products indicated that review extremity, review depth, and product type affect the perceived helpfulness of the review. Product type moderates the effect of review extremity on the helpfulness of the review. For experience goods, reviews with extreme ratings are less helpful than reviews with moderate ratings. For both product types, review depth has a positive effect on the helpfulness of the review, but the product type moderates the effect of review depth on the helpfulness of the review. Review depth has a greater positive effect on the helpfulness of the review for search goods than for experience goods. We discuss the implications of our findings for both theory and practice.
机译：越来越多的客户可以在线查看有关产品和服务的评论。它们补充了电子店面提供的其他信息，例如产品说明，专家的评论以及由自动推荐系统生成的个性化建议。尽管研究人员向在线零售商证明了存在客户评论的好处，但很大程度上未调查的问题是使得客户评论在做出购买决定的过程中对消费者有帮助。利用信息经济学中搜索和体验商品的范例，我们开发并测试了客户评论帮助的模型。对来自Amazon.com的六种产品的1,587条评论的分析表明，评论的极端程度，评论的深度和产品类型会影响评论的感知有用性。产品类型可减轻四肢对复习有用性的影响。对于体验商品，具有极高评分的评论没有具有中等评分的评论有用。对于这两种产品类型，评论深度对评论的帮助有积极的影响，但是产品类型减轻了评论深度对评论的帮助的影响。评论深度对搜索商品的评论帮助比对体验商品的正面影响更大。我们讨论了我们的发现对理论和实践的启示。

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