Sun X, Han M, Feng J, (2019), Helpfulness of online reviews: Examining review informativeness and classification thresholds by search products and experience products, Decision Support Systems, Volume 124, September 2019, 113099

Mots clés : Avis en ligne, Recherche de produits, Découverte de produits, Prédiction de l’utilité

Résumé : La surcharge d’informations rend souvent difficile pour les consommateurs d’identifier les avis de produits en ligne utiles grâce à la fonction traditionnelle de « votes utiles»; par conséquent, il est devenu particulièrement important d’identifier efficacement les avis utiles. En différenciant les produits de recherche des produits d’expérience, cette recherche examine l’impact de différentes mesures de l’information communiquée par les avis sur l’utilité des avis et propose différents seuils de classification pour identifier individuellement l’utilité des avis en ligne pour les produits de recherche et pour les produits d’expérience, respectivement. Toutes les expériences ont été menées à l’aide d’un ensemble de données de JD.com, l’un des plus grands marchés électroniques en ligne en Chine. Nos résultats offrent des lignes directrices pour concevoir différentes normes de classification de l’utilité pour les produits de recherche et pour les produits d’expérience.

Grandes lignes :

• Les différences entre les produits de recherche et les produits d’expérience modèrent la perception des consommateurs quant à l’utilité des avis.
• Nous confirmons différents seuils de classification pour les produits de recherche et d’expérience.
• Amélioration des performances de classification grâce à nos variables et seuils proposés
• Le nombre d’attributs et la longueur moyenne des attributs mesurent le caractère informatif de l’examen.

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