东南大学学报（英文版）2021，Vol.37Issue(1)：98-103,6.DOI:10.3969/j.issn.1003-7985.2021.01.013
考虑消费者间社交关系的评论展示策略研究
Firm review revelation policy considering social ties among consumers
摘要
Abstract
An optimization model is proposed to analyze the optimal review revelation policies and consumer online social network management strategies of e-commerce firms.The results show that displaying friend reviews to consumers does not necessarily increase firms'profits.Only when positive reviews account for a large proportion of all the reviews and when the cost of showing friend reviews is not high,can showing friend reviews be more profitable than not showing such information.The distribution of social ties among consumers can affect firms'profits.Even in the case that showing friend reviews to consumers is more profitable,an increase in the proportion of strong ties is not necessarily beneficial to firms.Only when the proportion of positive reviews is large enough,can firms'profits increase with the increase in the proportion of strong ties among consumers.Moreover,the degree of consumer distrust in the average quality rating can also affect firms'strategies for managing consumer online social networks.As the degree of consumer distrust in the average quality rating rises,firms are more likely to obtain higher profits by taking measures to increase the proportion of strong ties among consumers on their websites.关键词
在线产品评论/社交关系/评论展示策略/社交商务Key words
online product review/social tie/review revelation policy/social commerce分类
管理科学引用本文复制引用
刘雪羽,梅姝娥,仲伟俊..考虑消费者间社交关系的评论展示策略研究[J].东南大学学报（英文版）,2021,37(1):98-103,6.基金项目
The National Social Science Foundation of China(No.17BGL196). （No.17BGL196）
