评价机制对在线评论真实性的影响

在线评论是消费者获取伫碑信息的重要途径，但相关研究对在线评论能否传递商品的真实质量仍存在争议。基于此，文章采用实证和实验的方法，研究我国在线评论的分布，以及导致评论偏差的影响因素和纠正偏差的方法。发现：①我国在线评论呈反“L”形的非对称分布，商品评论的均值不能反映商品的真实质量；②“默认好评”机制、退货评价机制以及评价等级的计分方式是导致评论偏差的重要因素；③当在线评论不存在缺失，且评论的计分方式为正向计分时，在线评论的分布呈正态分布；④“五点量表”的计分方式比“三点量表”的计分方式更准确、客观地反映商品的真实质量。

The Influence of Evaluation Mechanism to the Truth of the Online Comments

Online reviews are the important way for consumers to acquire information of products. However, whether the on- line reviews can deliver the product＇s true quality is still a controversial issue. Based on this, this paper adopts the empiri- cal and experinmntal methodology to analyze the distribution of the online reviews in China, the influencing factors of the bi- ased reviews, and puts forward the method to correct the deviation. It finds the followings： 1） The online reviews follow a re- versed ＇ L＇ -type distribution, of which the mean is a biased estimator of the product＇s true quality; 2） The ＇acquiescing in good reviews＇ mechanism, the evaluation mechanism on return of goods and the scoring mode of the evaluation grade are the main faelom whieh lead to the biased online reviews; 3） The online reviews follow the normal distribution when there is no missing review aml the scoring mode is forward scoring; 4） The ＇five scale＇ scoring mode is better than ＇three scale＇ scoring mode in reflecting and evaluating objectively the product＇s true quality.