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題名 探討圖片在語言具體性評論和雙邊評論對於評論有用性之影響
Exploring image in language concreteness reviews and two-sided reviews on online review helpfulness
作者 王婷
Wang, Ting
貢獻者 彭志宏
Peng, Chih-Hung
王婷
Wang, Ting
關鍵詞 評論具體性
雙邊評論
圖片數量
努力精確性框架
可信度
評論有用性
電子商務
Review concreteness
Two-sidedness review
Image amount
Effort-accuracy framework
Review helpfulness
Credibility
E-commerce
日期 2022
上傳時間 2-Sep-2022 14:48:46 (UTC+8)
摘要 隨著電子商務的普及，評論平台風靡一時，評論的有用性被認為是衡量客 戶的重要指標。但是我們如何才能找出哪些評論內容可以使我們的客戶受益 呢?在這項研究中，我們選擇兩個不同的評論屬性作為本次的研究主軸，評論 具體性和雙邊評論。此外，圖像也成為評論平台研究的必要因素，圖像數量在 現今的平台中不斷增加，本次研究中選擇圖像數量作為我們的調節變數，因為 過去文獻很少被研究過。為了發展我們的假設，本研究使用努力準確度框架來 研究評論具體性和評論有用性之間的關係。另外，本研究使用可信度來研究雙 邊評論和評論有用性之間的關聯。本研究使用線上開放評論數據做為研究資料 的目標，時間橫跨 1998 年到 2018 年。實證結果表明，評論具體性對評論有用 性有顯著的負面影響;雙邊對評論有用性有顯著的正向影響。此外，本研究還 發現圖像數量減輕了對評論具體性和評論有用性的負面相關性;更令本研究驚 奇地發現是在不同產品類型上的圖像數量有不同的效果。
A review system in an E-commerce website is important for customers to make their purchase decisions. Prior studies have examined the antecedents of review helpfulness (e.g., review length). Little is known the impact of review content on review helpfulness. Drawing on effort-accuracy framework and the relevant literature, we propose two critical factors of review content (i.e., language concreteness and two- sidedness) and examine their effects on review helpfulness. We further examine the moderating effect of image amount in a review. We analyze 15,538,094 reviews from Amazon.com across four products. We find that review concreteness is negatively related to review helpfulness, while review two-sidedness is positively related to review helpfulness. Furthermore, image amount mitigates the negative relationship between review concreteness and review helpfulness. The findings provide critical theoretical and practical implications.
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描述 碩士
國立政治大學
資訊管理學系
109356034
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356034
資料類型 thesis
dc.contributor.advisor 彭志宏zh_TW
dc.contributor.advisor Peng, Chih-Hungen_US
dc.contributor.author (Authors) 王婷zh_TW
dc.contributor.author (Authors) Wang, Tingen_US
dc.creator (作者) 王婷zh_TW
dc.creator (作者) Wang, Tingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Sep-2022 14:48:46 (UTC+8)-
dc.date.available 2-Sep-2022 14:48:46 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2022 14:48:46 (UTC+8)-
dc.identifier (Other Identifiers) G0109356034en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141560-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 109356034zh_TW
dc.description.abstract (摘要) 隨著電子商務的普及，評論平台風靡一時，評論的有用性被認為是衡量客 戶的重要指標。但是我們如何才能找出哪些評論內容可以使我們的客戶受益 呢?在這項研究中，我們選擇兩個不同的評論屬性作為本次的研究主軸，評論 具體性和雙邊評論。此外，圖像也成為評論平台研究的必要因素，圖像數量在 現今的平台中不斷增加，本次研究中選擇圖像數量作為我們的調節變數，因為 過去文獻很少被研究過。為了發展我們的假設，本研究使用努力準確度框架來 研究評論具體性和評論有用性之間的關係。另外，本研究使用可信度來研究雙 邊評論和評論有用性之間的關聯。本研究使用線上開放評論數據做為研究資料 的目標，時間橫跨 1998 年到 2018 年。實證結果表明，評論具體性對評論有用 性有顯著的負面影響;雙邊對評論有用性有顯著的正向影響。此外，本研究還 發現圖像數量減輕了對評論具體性和評論有用性的負面相關性;更令本研究驚 奇地發現是在不同產品類型上的圖像數量有不同的效果。zh_TW
dc.description.abstract (摘要) A review system in an E-commerce website is important for customers to make their purchase decisions. Prior studies have examined the antecedents of review helpfulness (e.g., review length). Little is known the impact of review content on review helpfulness. Drawing on effort-accuracy framework and the relevant literature, we propose two critical factors of review content (i.e., language concreteness and two- sidedness) and examine their effects on review helpfulness. We further examine the moderating effect of image amount in a review. We analyze 15,538,094 reviews from Amazon.com across four products. We find that review concreteness is negatively related to review helpfulness, while review two-sidedness is positively related to review helpfulness. Furthermore, image amount mitigates the negative relationship between review concreteness and review helpfulness. The findings provide critical theoretical and practical implications.en_US
dc.description.tableofcontents 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 線上評論重要性 7
第三節 雙邊評論(Two-sidedness)影響 12
第四節 語言具體性(Language concreteness) 13
第五節 圖片數量(Image count) 14
第六節 可信度(Credibility) 15
第七節 努力精確框架(Effort-accuracy framework) 16
第三章 研究假設與假說 17
第一節 研究假說 17
第二節 研究架構 21
第四章 研究方法與資料 22
第一節 資料來源與樣本選取 22
第二節 變數定義與衡量 23
第三節 實證模型 27
第五章 實證結果與分析 29
第一節 敘述性統計 29
第二節 相關係數分析 30
第三節 回歸分析結果 31
第六章 結論與建議 35
第一節 研究討論與結論 35
第二節 研究貢獻 37
第三節 研究限制與未來方向 39
參考文獻 40		zh_TW
dc.format.extent 1488906 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356034en_US
dc.subject (關鍵詞) 評論具體性zh_TW
dc.subject (關鍵詞) 雙邊評論zh_TW
dc.subject (關鍵詞) 圖片數量zh_TW
dc.subject (關鍵詞) 努力精確性框架zh_TW
dc.subject (關鍵詞) 可信度zh_TW
dc.subject (關鍵詞) 評論有用性zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) Review concretenessen_US
dc.subject (關鍵詞) Two-sidedness reviewen_US
dc.subject (關鍵詞) Image amounten_US
dc.subject (關鍵詞) Effort-accuracy frameworken_US
dc.subject (關鍵詞) Review helpfulnessen_US
dc.subject (關鍵詞) Credibilityen_US
dc.subject (關鍵詞) E-commerceen_US
dc.title (題名) 探討圖片在語言具體性評論和雙邊評論對於評論有用性之影響zh_TW
dc.title (題名) Exploring image in language concreteness reviews and two-sided reviews on online review helpfulnessen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202201274en_US