1672-8505

CN 51-1675/C

激励策略对在线评论质量的影响基于特约和自由评论的AI辅助实证分析

The Impact of Incentive Strategies on the Quality of Online Reviews: An AI-assisted Empirical Analysis of Incentivized and Organic Reviews

  • 摘要: 为了探索激励策略对在线评论质量的影响,文章从时效性、准确性、完整性、有用性和可信度5个维度及下设11个特征,构建了在线评论质量对比框架,研究了各特征的定量分析方法。为进一步提高分析效率,文章结合各特征定量分析方法,提出了基于AI大模型赋能的在线评论文本量化分析方法。基于构建的在线评论质量对比框架,文章从专业评论平台G2采集了特约评论和自由评论,应用各特征的定量分析方法,借助AI大模型DeepSeek进行辅助实证分析,以发现两类评论的区别。实证结果表明,激励策略对评论整体内容的影响较为有限,但对评论中关于商品使用细节的描述则有显著影响,尤其是其中的低评分评论。消费者应重点关注低评分评论中关于商品使用细节的描述,或能更好地了解商品的实际情况。

     

    Abstract: To examine the impact of incentive strategies on the quality of online reviews, this study constructs a comparative framework comprising five dimensions—timeliness, accuracy, completeness, usefulness, and credibility—and eleven associated features. Quantitative metrics are developed for each feature. To enhance analytical efficiency, the study integrates these metrics with large language models and proposes an AI-assisted quantitative analysis approach for online review texts. Based on this framework, incentivized and organic reviews were collected from G2, a professional review platform. By applying the proposed metrics and leveraging the large language model DeepSeek, an empirical analysis was conducted to identify differences between the two types of reviews. The findings indicate that incentive strategies have a relatively limited effect on the overall content of reviews but exert a significant impact on descriptions of product usage details, particularly in low-rating reviews. Consumers should pay particular attention to such details in low-rating reviews, as they may provide more accurate insights into actual product performance.

     

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