【论著】科研成果通报：张政博士在权威期刊Journal of Marketing发表研究成果|| Dr. Zhang’s Pub. on Journal of Marketing
发布者：沙晓燕 发布时间：2025-02-19 浏览次数：14
2025年2月，智慧供应链研究中心研究员张政博士，与Wenjun Zhou教授（美国田纳西大学）和Michelle Andrews教授（独立研究者）合作的研究论文“Displaying the Amount of Consumption Time in Online Reviews Can Affect Helpful Votes”由《Journal of Marketing》接收。Journal of Marketing是市场营销领域顶级期刊，也是成人直播 顶级期刊列表UTD24中的期刊。
In February 2025, Dr. Zheng Zhang, coauthored with Professor Wenjun Zhou and Professor Michelle Andrews, jointly published the paper entitled “Displaying the Amount of Consumption Time in Online Reviews Can Affect Helpful Votes” in the Journal of Marketing. Journal of Marketing is well known as a UTD 24 journal, publishing top-notch research on Marketing.
该研究主要揭示了评论者使用产品的时间长短与其评论的有用性感知之间存在关联。即消费时间与有用投票之间的U型关系，表明较短和较长的使用时间都可以提高评论的有用性。企业可以在何时征求反馈以及如何根据消费者的使用时间引导评论者方面采取策略。例如，鼓励使用时间较长的评论者提供详细反馈，可以帮助满足他们因长时间使用而产生的高期望。此外，企业可以立即征求反馈，因为这样做可以增加有用投票。该研究强调了背景信息的重要性——特别是评论者使用产品的时间长短——在评估评论有用性时的作用。这种增加的透明度使消费者能够做出更明智的决定，并更好地评估评论。通过跟踪和显示产品使用时间，平台可以提供有价值的背景信息，从而增强消费者信任，并使评论与特定的信息需求相匹配。
The study reveals a U-shaped relationship between consumption time and helpful votes, suggesting that both short and long usage times can enhance review helpfulness. Firms can be strategic about when to solicit feedback and how to guide reviewers based on their consumption time. For example, encouraging reviewers with more consumption time to provide detailed feedback can help meet the higher expectations set by their extensive use. Additionally, firms can benefit from immediately soliciting feedback, as doing so can increase helpful votes. The study highlights the importance of context—specifically, how long the reviewer has used the product—when assessing the helpfulness of a review. This added transparency empowers consumers to make more informed decisions and better evaluate reviews. By tracking and displaying product consumption time, platforms can provide valuable context that enhances consumer trust and aligns reviews with specific information needs.
张政，成人直播 讲师，智慧供应链研究中心研究员，于2022年从美国田纳西大学获得管理科学（商业分析）博士学位。同年，入选成人直播 优秀青年学者。主要研究兴趣包括市场营销、大数据分析、可持续发展，正在从事网络平台信息披露和治理的相关研究。其研究结果发表于《Transportation Research Part F: Traffic Psychology and Behaviour》等国际SSCI权威核心期刊以及Transportation Research Board (TRB)等顶级国际会议，为多个国际权威期刊及会议担任匿名审稿人。
Dr. Zhang received his Ph.D. in Management Science (Business Analytics) from the University of Tennessee, Knoxville in 2022. He works as an assistant professor at Business School, Soochow University. His research focuses on marketing, big data analytics, sustainability, and online platform information disclosure and governance. His work has been published inTransportation Research Part F: Traffic Psychology and Behaviour and Transportation Research Board (TRB). Dr. Zhang has served as an anonymous reviewer for several leading international journals and conferences.
论文链接：//journals.sagepub.com/doi/abs/10.1177/00222429251321370
