电商环境下在线评论与探究学习的比较研究

北京邮电大学学报(社科版) ›› 2018, Vol. 20 ›› Issue (3): 10-17.

电商环境下在线评论与探究学习的比较研究

北京邮电大学经济管理学院，北京100876

收稿日期:2018-05-10 出版日期:2018-06-30

Comparative Study of Online Review and Inquiry Learning in E-Commerce Environment

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2018-05-10 Online:2018-06-30

摘要/Abstract

摘要： 向消费者提出问题来获取商品质量信息属性的方式已经在各大电商平台开展运行，教育学家称之为“探究学习”，即向已购买者提问或阅读其他消费者的评论。将在线评论与探究学习进行多方面的比较，基于不同产品类型（体验型产品和搜索型产品）探讨评论数量、评论长度以及评论情感强度之间的差异。本研究数据来自美国亚马逊商城真实在线评论和提问回答，采用独立样本t检验等方法进行数据处理分析。研究结果显示，评论数量和评论长度存在显著差异，评论数量和长度明显多于提问回答，而产品类型对评论数量无显著影响；在线评论和提问回答的情感强度差异受情感倾向的影响。

关键词: 在线评论, 探究学习, 产品类型, 情感倾向

Abstract: The way to ask consumers questions to get attributes of product quality information has been implemented on major e-commerce platforms Educators call it ′inquiry learning′, which is asking questions to buyers or reading other consumers′ reviews This paper compares online reviews with inquiry learning, and explores differences among the number of comments, length of reviews and emotional intensity of comments based on different types of products (experiential products and search-based products) Research data was from real online reviews and answered questions of Amazon Mall in the United States, and independent sample t-test and other methods were used for data analysis Results showed that there was a significant difference between the number of comments and the length of comments, and the number and length of comments were significantly greater than those of questions and answers, and the product type had no significant effect on the number of reviewsDifferences in emotional intensity between online reviews and questioning responses were influenced by emotional tendencies

Key words: online reviews, inquiry learning, product type, emotional intensity

中图分类号:

F71352

石文华,王星瑶. 电商环境下在线评论与探究学习的比较研究[J]. 北京邮电大学学报(社科版), 2018, 20(3): 10-17.

SHI Wen-hua, WANG Xing-yao. Comparative Study of Online Review and Inquiry Learning in E-Commerce Environment[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2018, 20(3): 10-17.

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