电子商务平台评论可信度影响因素实证分析

Empirical Analysis on Influencing Factors of Review Credibility in E-Commerce Platforms

摘要: 在电子商务高速发展的背景下，用户评论已成为消费者购买决策、平台优化运营及企业产品升级的重要依据，而评论可信度的缺失成为制约电商生态健康发展的关键问题。本文以电子商务平台用户评论为研究对象，通过文献梳理与理论分析，从评论主体特征、评论内容特征、评论互动特征及平台环境特征四个维度，识别出评论者等级、评论发布时间、评论详细程度、点赞数、回复数、平台认证机制、虚假评论处罚力度等12项评论可信度影响因素，构建了电商平台评论可信度影响因素理论模型。通过问卷调查法收集386份有效样本数据，运用SPSS26.0与AMOS24.0进行信效度分析、相关性分析及结构方程模型检验，实证探究各因素对评论可信度的影响效应与作用路径。研究结果表明：评论内容特征对评论可信度的正向影响最为显著，其中评论详细程度、图片/视频附载量的影响系数分别达0.321、0.287；评论主体特征与评论互动特征均对评论可信度产生显著正向影响，评论者等级、点赞数、回复数的影响系数依次为0.215、0.198、0.176；平台环境特征作为调节变量，显著强化了内容特征、主体特征与评论可信度的关系。基于实证结果，从优化评论内容规范、完善评论主体认证、强化评论互动引导、健全平台监管机制四个方面提出提升电商平台评论可信度的对策建议，为电商平台优化评论管理体系、提升用户信任度、促进电商行业高质量发展提供理论参考与实践依据。

Abstract: Against the backdrop of the rapid development of e-commerce, user reviews have become an important basis for consumers’ purchase decisions, platform operation optimization, and enterprise product upgrading. However, the lack of review credibility has become a key issue restricting the healthy development of the e-commerce ecosystem. This paper takes user reviews on e-commerce platforms as the research object. Through literature review and theoretical analysis, it identifies 12 factors affecting review credibility from four dimensions: reviewer characteristics, review content characteristics, review interaction characteristics, and platform environment characteristics, including reviewer level, review release time, review detail level, number of likes, number of replies, platform authentication mechanism, and penalty intensity for fake reviews. A theoretical model of the factors influencing the credibility of e-commerce platform reviews is constructed. Using questionnaire survey, 386 valid sample data are collected, and SPSS 26.0 and AMOS 24.0 are used to conduct reliability and validity analysis, correlation analysis, and structural equation model testing to empirically explore the effect and path of each factor on review credibility. The results show that review content characteristics have the most significant positive impact on review credibility, with the impact coefficients of review detail level and image/video attachment quantity reaching 0.321 and 0.287 respectively; reviewer characteristics and review interaction characteristics both have a significant positive impact on review credibility, with the impact coefficients of reviewer level, number of likes, and number of replies being 0.215, 0.198, and 0.176 in sequence; platform environment characteristics, as a moderating variable, significantly strengthen the relationships between content characteristics, subject characteristics, and review credibility. Based on the empirical results, countermeasures and suggestions are put forward to improve the credibility of e-commerce platform reviews from four aspects: optimizing review content norms, improving reviewer authentication, strengthening review interaction guidance, and perfecting platform supervision mechanisms, providing theoretical references and practical bases for e-commerce platforms to optimize their review management systems, enhance user trust, and promote the high-quality development of the e-commerce industry.