动态竞争视角下评论操控的前因和后果——基于门槛效应的分析
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作者单位:

1.西安交通大学经济与金融学院;2.中国科学技术大学管理学院;3.哈尔滨工业大学经济与管理学院

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F274;F724.6

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国家自然科学基金资助项目(72131005;72171189;71901172).


Antecedents and consequences of review manipulation in a dynamic competitive setting: An analysis based on threshold models
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1.Xi’an Jiaotong University;2.University of Science and Technology of China;3.Harbin Institute of Technology

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    摘要:

    平台经济作为数字经济的重要形式,其规范健康发展备受关注。作为商家不正当竞争的工具,评论操控严重扰乱了平台经济市场秩序。本文基于“觉察—动机—能力”框架,从动态竞争的视角深入分析了评论操控的前因、后果和边界条件。通过抓取上海市4626家酒店在Expedia和TripAdvisor两个平台的评论信息构建月度面板数据集,采用门槛效应模型检验理论假设。研究发现:1)当产品评分低于竞争对手时,评分对自身评论操控强度有显著负向影响;当产品评分高于竞争对手时,评分对自身评论操控强度的影响不显著。2)当商家评论操控强度低于竞争对手时,评论操控负向影响其产品销量;当商家评论操控强度高于竞争对手时,评论操控正向影响其产品销量;随着商家评论操控强度的提升,评论操控对其产品销量的正向效应减弱。3)异质性分析表明,产品评分对评论操控强度的影响以及评论操控强度对产品销量的影响对于爬坡期(相比于成熟期)、经济型(相比于奢华型)以及处于销售淡季(相比于销售旺季)的商家更为强烈。研究结论对了解平台商家进行评论操控的内在动机和决策逻辑具有一定理论意义,对评论操控的监管和治理提供了可操作性的政策建议。

    Abstract:

    As an important part of digital economy, platform economy received extensive attention. As a tool of unfair competition, review manipulation seriously disturbed platform economy market. Based on the framework of “Awareness-Motivation-Capability”, this paper studies the antecedents, consequences, and boundary conditions of review manipulation from the perspective of dynamic competition. Based on a panel data of 4626 hotels on Expedia and TripAdvisor from April 2018 to November 2020, this study uses the threshold effect model to test the proposed hypothesis. We show that: 1) When product rating is lower than that of its rivals, the rating has a significant negative impact on the review manipulation; nevertheless, when product rating is higher than that of its rivals, it has no significant effect on review manipulation. 2) When review manipulation intensity is lower than that of its rivals, it has a negative impact on product sales; when it is higher than that of its rivals, it has a positive effect; with continued increase in review manipulation intensity, the positive impact of review manipulation on product sales will be weakened. 3) Heterogeneity analysis reveals that the influence of product rating on the review manipulation intensity and the impact of review manipulation on product sales are more intense for merchants in climbing period (vs. mature period), economy merchants (vs. premium merchants) and the off season (vs. peak season). Our findings have theoretical implications for understanding the internal motivations and decision-making logic of merchants who engage in review manipulation, as well as policy implications for platform supervision and governance in the digital economy.

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历史
  • 收稿日期:2023-03-17
  • 最后修改日期:2024-07-15
  • 录用日期:2024-08-17
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