陈莉　伍青生

摘 要：在线评论特点尤其是评论数量与评分能对消费决策过程产生显著影响，商家公开回复能否影响后续评论数量和评分，如何公开回复能更加显著地影响后续评论特点？对手机游戏评论数据进行实证分析，发现被用户观测到的公开回复行为能显著增加后续评论数量和评分。而随着被回复评论的评分增加，其对评论数量的影响先减少后增加；随着回复内容情感倾向的变化，其对评论数量的影响先减少后增加，对后续评分的影响先增加后减少。

关键词：在线评论；商家公开回复；用户评论特点

中图分类号：F 063.2

文献标志码：A

Research on the Influence of Managers’ Responses toOnline Reviews on Subsequent Reviews

CHEN Li WU Qingsheng

（Antai College of Economics & Management， Shanghai Jiao Tong University， Shanghai 200030， China）

Abstract：The characteristics of online reviews， especially the number and rate of reviews， can have a significant impact on the consumption decision-making process. Can the number and rate of subsequent reviews be affected by the managers’public responses？ How can the public responses more significantly affect the characteristics of subsequent reviews？ Through the empirical analysis of mobile game review data， it have been found that the public response behavior observed by users can significantly increase the number and rate of subsequent reviews. With the increase of the rate of the replied reviews， the impact on the number of reviews first weaken and then strengthen; with the change of emotional tendency of the reply content， the impact on the number of comments first weaken and then strengthen， and the impact on the rate first strengthen and then weaken.

Key words：online review; managers’ response; characteristics of online reviews

0 引言

隨着互联网迅速发展，各个行业均发展出多样的点评网站，有些网站是独立的消费者点评网站，如面向书籍、电影等的豆瓣网，而有些网站则包括产品销售与购后评论功能，如销售大众消费品的淘宝网、短时性租房的Airbnb以及主营手机游戏的TapTap等，同时在这些网站上，商家也可对评论进行公开回复。随着线上运营技术的成熟，越来越多的商家会通过公开回复点评来进行客户关系管理（如图1所示，图片分别来自大众点评网、淘宝网、Airbnb、TapTap）。商家如何管理公开回复的问题是普遍存在的，如选择哪些评论进行回复，选择怎样的话语模式进行回复等。本文的研究问题是商家公开回复对后续用户评论特点的影响。众多研究发现在线评论特点能通过影响感知有用性等因素影响该评论对消费者购买决策的影响。……