评论返现激励机制下在线评论信息质量的困境与提升路径

The Dilemma of Online Review Information Quality under Cashback Incentive Mechanisms and Paths for Improvement

摘要: 在线评论是电子商务环境中缓解信息不对称、辅助消费者决策的重要信息来源。随着电商平台广泛引入评论返现等激励机制，评论行为逐渐受到外部经济激励的影响，进而对评论信息质量产生重要影响。本文基于信息经济学与行为经济学理论，从激励理论与动机挤出效应出发，系统分析评论返现机制下在线评论信息质量受损的内在机理。研究发现，评论返现通过改变评论行为动机，使评论由真实表达转向工具性行为，进而导致评论情绪偏移、信息密度下降及样本代表性扭曲，从而削弱评论的真实性与可信度。在此基础上，本文从多方协同治理视角出发，提出优化激励机制、规范卖家行为、完善评论结构及强化监管约束等路径，以提升在线评论信息质量。研究为电商平台治理与政策制定提供了理论参考。

Abstract: Online reviews are an important source of information in e-commerce environments for alleviating information asymmetry and assisting consumer decision-making. With e-commerce platforms widely introducing incentive mechanisms such as review rebates, review behavior has gradually been influenced by external economic incentives, thereby exerting an important impact on the quality of review information. Based on theories of information economics and behavioral economics, this paper systematically analyzes the internal mechanisms through which the quality of online review information is impaired under review rebate mechanisms, from the perspectives of incentive theory and the motivation crowding-out effect. The study finds that review rebates change the motivation of review behavior, causing reviews to shift from genuine expression to instrumental behavior, which in turn leads to sentiment bias, a decline in information density, and distortions in sample representativeness, thereby weakening the authenticity and credibility of reviews. On this basis, from a multi-stakeholder collaborative governance perspective, this paper proposes optimization paths such as improving incentive mechanisms, regulating seller behavior, refining review structure, and strengthening regulatory constraints, in order to enhance the quality of online review information. The study provides a theoretical reference for e-commerce platform governance and policy formulation.