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Modern Management 2023
探究民宿的亲子主题在线评论有用性影响因素
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Abstract:
在线评论可以帮助消费者了解商品的信息，但随着评论信息数量的增加，会导致信息过载，从而降低评论的有用性。本研究以“携程”网站上的13,840条在线评论为基础，采用负二项回归模型，探讨影响亲子主题的民宿(B&Bs)在线评论有用性驱动因素和机制。结果表明：评论照片、评论内容长度、文本情感以及历史评论数量对评论的有用性具有显著的正向影响。此外，从多情感角度分析，无论评论情感为积极、消极还是中立，响应期时间间隔越长，评论的有用性就越低。本文通过亲子主题的民宿在线评论，探讨了评论的有用性影响因素，拓展了在线评论的研究。根据研究结果，提出了针对性的建议措施，这些建议对于促进民宿的经济发展具有一定的参考价值。
Although online reviews can help consumers obtain information about products, an increase in the number of reviews can lead to information overload and ultimately reduce the helpfulness of reviews. This study is based on 13,840 online reviews from the Ctrip website and uses a negative binomial regression model to explore the drivers and mechanisms that influence the helpfulness of online reviews of parent-child themed B&Bs. The results show that photos, review length, text sentiment, and number of historical reviews have a significant positive effect on review helpfulness. In addition, analyzed from a multi-emotion perspective, the longer the response period interval, the lower the helpfulness of the reviews, regardless of whether the review sentiment is positive, negative, or neutral. This paper explores the helpfulness drivers of reviews through parent-child themed B&B online reviews and expands the research on online reviews. Based on the research findings, targeted recommendations are proposed, which can be useful for promoting the economic development of B&Bs.
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