Which online reviews do consumers find most helpful? A multi-method investigation, Decision Support Systems

Eslami S, Ghasemaghaei M, Hassanein K, (2018), Which online reviews do consumers find most helpful? A multi-method investigation, Decision Support Systems, Volume 113, September 2018, Pages 32-42

https://www.sciencedirect.com/science/article/pii/S016792361830109X

Mots clés : Avis des consommateurs en ligne, Réseau neuronal artificiel, Analyse des sentiments, Durée de l’examen, Note d’évaluation

Résumé : Bien qu’il existe des preuves que la longueur de l’examen, le score de l’examen et le cadre d’argumentation peuvent avoir une incidence sur les perceptions des consommateurs concernant l’utilité des évaluations des consommateurs en ligne, les études n’ont pas encore identifié les niveaux les plus appropriés de ces facteurs en termes de maximisation de l’utilité perçue de ces évaluations. En nous appuyant sur les théories du biais de négativité et de la sommation des indices, nous proposons un modèle théorique qui explique l’utilité des revues en ligne en fonction des caractéristiques spécifiques de ces revues (c.-à-d. La longueur, le score, la trame d’argument). Le modèle est validé empiriquement à l’aide de deux ensembles de données d’avis de consommateurs en ligne liés aux produits et services d’Amazon.com et Insureye.com respectivement. De plus, nous utilisons un réseau neuronal artificiel comme approche pour prédire l’utilité d’un examen donné en fonction de ses caractéristiques. Les résultats révèlent que les avis de consommateurs en ligne les plus utiles sont ceux qui sont associés à une longueur moyenne, à des notes d’avis plus faibles et à un cadre d’arguments négatif ou neutre. Les résultats révèlent également qu’il n’y a pas de différence majeure entre les caractéristiques des avis de consommateurs en ligne les plus utiles concernant les produits ou services. Enfin, les résultats révèlent que le facteur le plus utile pour prédire l’utilité d’un avis de consommateur en ligne est la longueur de l’avis. Les contributions théoriques et pratiques sont décrites.

Grandes lignes :

  • Plusieurs méthodes ont été utilisées, notamment l’analyse des sentiments.
  • Les avis utiles ont une longueur moyenne, des scores inférieurs et un cadre d’arguments négatif.
  • Il n’y a aucune différence entre les avis les plus utiles sur les produits ou services.
  • Le facteur le plus utile pour prédire l’utilité d’un avis de consommateur est la longueur.

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