用户评论标签摘要系统的有效性研究

发布时间：2018-06-18 15:41

本文选题：用户评论 + 标签　；参考：《系统管理学报》2016年04期

【摘要】：信息过载是消费者处理用户评论信息时面临的一个巨大挑战。由于评论数量超过了个人信息处理能力,消费者不得不借助某些启发规则(如重点关注中评、差评以及最近发表的评论)来简化阅读评论的任务,在降低了认知负载的同时,也增加了用户产生选择性偏见的可能。基于标签的评论摘要是电子商务网站新出现的一种工具,将评论按照产品属性或用户感受分类,并且给每类一个标签。这一工具对缓解用户信息过载和选择性偏见有很大的潜力,但是其作用机理和使用效果还未得到实证验证。以图式理论和认知适应理论为基础,针对两种不同类型的商品(体验品和搜索品),研究了基于标签的摘要对系统感知有用性和满意度的影响。实验结果表明:对于体验类商品,与传统在线评论展现方式相比,增加基于标签的摘要不能提高感知有用性和满意度;然而,对于搜索类商品,与传统在线评论展现方式相比,增加基于标签的摘要能提高用户感知有用性和满意度。
[Abstract]:Information overload is a huge challenge for consumers to deal with user comments. Since the number of comments exceeds personal information processing capacity, consumers have to use certain heuristic rules (such as focused reviews, poor reviews and recent comments) to simplify the task of reading comments, reducing the cognitive load. It also increases the possibility of selective bias. Tag-based review summary is an emerging tool for e-commerce websites, which classifies comments according to product attributes or user feelings, and gives each category a label. This tool has great potential to alleviate user information overload and selective bias, but its mechanism and effect have not been verified. Based on schema theory and cognitive adaptation theory, the effects of tag-based abstracts on system perceived usefulness and satisfaction were studied for two different types of goods (experience and search products). The experimental results show that, compared with the traditional online review presentation, adding tag-based abstracts can not improve perceived usefulness and satisfaction for experiential items, but for search products, it is not better than the traditional online comment presentation. Adding tag-based abstracts can improve user perceived usefulness and satisfaction.
【作者单位】：上海大学管理学院;华东理工大学商学院;上海交通大学安泰经济与管理学院;
【基金】：国家自然科学基金青年项目(71301102,71001038,71101053);国家自然科学基金面上项目(71371005,71471064) 中央高校基本科研业务费专项资金资助项目(WN1323003) 上海市浦江人才计划项目(15PJC019) 上海大学高峰高原学科建设计划
【分类号】：F274

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