评论行为的共鸣:人们会追随朋友的脚步吗?

IF 6.8 1区 管理学 Q1 BUSINESS
Zhaoyang Yu, Zili Zhang, Robert T. Law, Ziqiong Zhang
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引用次数: 0

摘要

本研究调查了影响用户在电子口碑平台上评论行为的因素,重点关注好友评论贡献的激励影响。作者借鉴竞争利他主义理论,分析了用户如何看待平台上与声誉相关的竞争。此外,他们还确定了影响用户评论贡献的与朋友、用户和公司相关的属性。作者从 Yelp 上获取数据,并构建了一个包含两百多万条用户-餐厅-周三方评论的数据集进行分析。研究结果表明,业余朋友的评论比专家朋友的评论更能影响用户评论的可能性。此外,与业余用户相比,获得专家地位的用户受朋友评论的影响较小。随着用户评论经验和社会影响力的增加,当一个人的地位低于其朋友时,朋友评论的作用就会减弱。此外,用户的动机始终集中在被评论的公司上,即使动机反复出现且持续时间较长,也不会波及其他公司。关注专家好友会使用户评论更具可读性。与地位较低的好友竞争可以为用户带来声誉上的优势,尤其是当这些用户的地位较高时。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Resonance of Review Behavior: Will People Follow in Their Friends’ Footsteps?
This study investigates factors affecting users’ review behavior on electronic word-of-mouth platforms, with a focus on the motivating influence of friends’ review contributions. Drawing on the theory of competitive altruism, the authors analyze how users perceive reputation-related competition on a platform. They additionally identify attributes related to friends, users, and companies that influence users’ review contributions. The authors obtained data from Yelp and constructed a data set of more than two million user–restaurant–week triads for analysis. The findings suggest that amateur friends’ reviews more strongly affect a user's likelihood of reviewing than expert friends’ reviews. In addition, users who have gained expert status are less influenced by their friends’ reviews than amateur users. As users’ review experience and social reach increase, the roles of friends’ reviews diminish when a person has a lower status than their friends. Moreover, the motivations stay focused on the reviewed company and do not spill over to other companies even when the motivations are recurring and prolonged. Following expert friends leads to user reviews that are more readable. Competing with low-status friends can afford users a reputational advantage particularly when these users have a higher status.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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