摘要除了在线客户评论，管理回复已经成为客户在线获取相关信息的另一个重要的双向沟通渠道。过去撰写的客户评论和管理回复可能会影响未来潜在用户的参与行为，但其内部机制尚不明晰。因此，本研究的目的是将每条客户评论和其相应的管理回复组合起来，探讨其如何对后续的用户参与行为产生影响。本研究基于认知一致性理论提出研究模型，揭示了每个评论与回复组合之间的主题一致性和长度一致性对用户参与（评论点赞和回复点赞）的影响。利用从华为商城收集的80329个在线客户评论和管理回复组合数据进行实证研究，分别通过BERT（bidirectional encoder representations from transformers）技术、余弦相似性和文本挖掘来测量主题一致性和长度一致性。应用零膨胀负二项模型进行回归分析。研究结果表明，评论与回复的主题一致性和长度一致性会对用户参与行为产生积极影响。此外，评论情感会正向调节评论与回复长度一致性对回复点赞的影响。本研究从一个新的角度出发，通过确定评论和回复的匹配预测未来用户的参与行为，有助于从业者制定管理回复策略，利用评论和回复之间的匹配效应吸引潜在用户。
祝琳琳, 李贺, 沈旺, 刘金承. 基于在线评论和管理回复一致性的用户参与行为研究[J]. 情报学报, 2023, 42(11): 1382-1394.
Zhu Linlin, Li He, Shen Wang, Liu Jincheng. User Engagement Behaviors Based on the Consistency between Online Reviews and Management Responses. 情报学报, 2023, 42(11): 1382-1394.
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