Since online reviews have become an increasingly important information source for consumers to evaluate products during online shopping, many platforms started to adopt review mechanisms to maximize the value of such massive reviews. In recent years, the review tag function has been adopted in practices and leading the research of sentiment and opinion extraction techniques. However, the examination of its impact has been largely overlooked. In this paper, by proposing a framework through the lens of attribution theory, we look into the effect of the review tag function on two focal outcomes. One is the evaluation of highly-rated popular products, the other is the helpfulness perception of product reviews. Experimental methods and qualitative analysis were utilized to test our hypotheses. Our findings demonstrate the importance of tag function application as it further increases consumers’ product evaluation for popular products. We also found that different tag function appearances influence consumers’ cognitive biases in review helpfulness perception.

由于在线评论已成为消费者在网购过程中评估产品的越来越重要的信息来源，因此许多平台开始采用评论机制来最大化此类海量评论的价值。近年来，评论标签功能在实践中得到应用，引领了情感和观点提取技术的研究。然而，对其影响的考察在很大程度上被忽视了。在本文中，通过从归因理论的角度提出一个框架，我们研究了评论标签功能对两个焦点结果的影响。一是对好评率高的热门产品的评价，二是产品评论的有用性感知。实验方法和定性分析被用来检验我们的假设。我们的研究结果证明了标签功能应用的重要性，因为它进一步增加了消费者对流行产品的产品评价。我们还发现，不同的标签功能外观会影响消费者在评论有用性感知中的认知偏差。