Due to the uncertainties that existed in the online shopping process,negative reviews and their helpfulness have increasingly become the common concern of scholars and practitioners.Aiming to examine the impact of review content's semantic features on the helpfulness of negative reviews and the moderation effects of product type and response type,this study collected 29,333 valid product reviews from JD company and analyzed the data by using the negative binomial regression method.The results showed that:the subjective degree of reviews and the intensity of negative emotions have nega-tive effects on the helpfulness of negative reviews;meanwhile,the subjective degree of reviews and the intensity of negative emotions have stronger inhibitory effects on the helpfulness of negative reviews for search product than experiential product;compared with adaptive responses,the inhibitory effect of subjective degree of reviews containing defensive responses on the helpfulness of negative reviews will be weakened.
关键词
评论主观程度/负面情感强度/负面评论有用性/产品类型/商家回复类型
Key words
subjective degree of reviews/intensity of negative emotions/helpfulness of negative review/product type/response type
万方数据