{"id":222390,"date":"2024-10-18T14:57:34","date_gmt":"2024-10-18T06:57:34","guid":{"rendered":"https:\/\/www.hkubs.hku.hk\/?p=222390&post_type=thought-leadership&preview_id=222390"},"modified":"2025-10-24T16:42:27","modified_gmt":"2025-10-24T08:42:27","slug":"taste-of-free-lunch-the-impact-of-free-product-disclosure-on-review-dynamics","status":"publish","type":"thought-leadership","link":"https:\/\/www.hkubs.hku.hk\/tc\/research\/thought-leadership\/ft-chinese-column\/taste-of-free-lunch-the-impact-of-free-product-disclosure-on-review-dynamics\/","title":{"rendered":"\u514d\u8cbb\u5348\u9910\u7684\u5473\u9053\uff1a\u514d\u8cbb\u7523\u54c1\u62ab\u9732\u5c0d\u8a55\u8ad6\u7cfb\u7d71\u7684\u5f71\u97ff"},"content":{"rendered":"

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\u9019\u4e9b\u63aa\u65bd\u65e8\u5728\u78ba\u4fdd\u8a55\u8ad6\u7684\u900f\u660e\u5ea6\uff0c\u63d0\u9192\u6d88\u8cbb\u8005\u4fdd\u6301\u8b66\u89ba\uff0c\u9632\u6b62\u88ab\u4e0d\u5be6\u597d\u8a55\u6b3a\u9a19\u3002\u76f8\u8f03\u4e4b\u4e0b\uff0c\u5168\u7403\u6700\u5927\u7684\u96fb\u8166\u6e38\u6232\u5e73\u53f0Steam\u57282016\u5e74\u66f4\u65b0\u4e86\u9867\u5ba2\u8a55\u8ad6\u7cfb\u7d71\uff0c\u65b0\u589e\u529f\u80fd\uff0c\u8b93\u7528\u6236\u5728\u64b0\u5beb\u8a55\u8ad6\u6642\u53ef\u9078\u64c7\u662f\u5426\u516c\u958b\u5176\u7523\u54c1\u662f\u514d\u8cbb\u7372\u5f97\u7684\uff0c\u800c\u6b64\u985e\u8a55\u8ad6\u6703\u88ab\u7279\u5225\u6a19\u4e0a\u300c\u514d\u8cbb\u7372\u5f97\u7684\u7523\u54c1\u300d\u7684\u6a19\u7c3d\uff08\u9019\u985e\u8a55\u8ad6\u5f8c\u7e8c\u7c21\u7a31\u7232\u300c\u514d\u8cbb\u6a19\u7c3d\u8a55\u8ad6\u300d\uff09\u3010\u6ce84\u3011\u3002<\/p>\n

\u514d\u8cbb\u7523\u54c1\u7372\u53d6\u8072\u660e\u7684\u7368\u7279\u4e4b\u8655<\/strong><\/h2>\n

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    \n
  1. \u81ea\u9858\u6027\uff1a\u7528\u6236\u53ef\u9078\u64c7\u662f\u5426\u516c\u958b\u81ea\u5df1\u514d\u8cbb\u7372\u5f97\u7523\u54c1\u7684\u4fe1\u606f\uff0c\u9019\u7a2e\u81ea\u4e3b\u6027\u7406\u8ad6\u4e0a\u589e\u5f3a\u4e86\u8a55\u8ad6\u7684\u53ef\u4fe1\u5ea6\u3002<\/li>\n
  2. \u975e\u76f4\u63a5\u5229\u76ca\u95dc\u806f\uff1a\u7528\u6236\u53ef\u80fd\u901a\u904e\u62bd\u734e\u6216\u670b\u53cb\u8d08\u9001\u7b49\u65b9\u5f0f\u514d\u8cbb\u7372\u5f97\u7523\u54c1\u3010\u6ce85\u3011\uff0c\u9019\u610f\u5473\u8457\u8a55\u8ad6\u8005\u8207\u5546\u5bb6\u672a\u5fc5\u5b58\u5728\u76f4\u63a5\u5229\u76ca\u95dc\u4fc2\uff0c\u66f4\u6709\u53ef\u80fd\u4fdd\u6301\u5ba2\u89c0\u3002<\/li>\n
  3. \u90e8\u5206\u5c08\u696d\u8a55\u6e2c\u7684\u53c3\u8207\uff1a\u90e8\u5206\u7b2c\u4e09\u65b9\u5c08\u696d\u8a55\u6e2c\u54e1\u7684\u8a55\u8ad6\u5927\u591a\u88ab\u6a19\u6ce8\u7232\u300c\u514d\u8cbb\u6a19\u7c3d\u8a55\u8ad6\u300d\u3010\u6ce86\u3011\u3002<\/li>\n<\/ol>\n

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    \u5177\u9ad4\u4f86\u8aaa\uff0c\u7576\u300c\u514d\u8cbb\u6a19\u7c3d\u8a55\u8ad6\u300d\u986f\u5f97\u6709\u5931\u516c\u6b63\u6642\uff0c\u5f80\u5f80\u6703\u6fc0\u767c\u5728\u7dab\u4e0a\u793e\u7fa4\u7684\u81ea\u6211\u8abf\u6574\u6a5f\u5236\uff0c\u6fc0\u52f5\u66f4\u591a\u7528\u6236\u767c\u8868\u898b\u89e3\uff0c\u4e00\u4e9b\u6d3b\u8e8d\u7528\u6236\u5c24\u5176\u50be\u5411\u767c\u8868\u66f4\u5145\u5206\u7684\u6279\u5224\u6027\u8a55\u8ad6\uff0c\u4ee5\u7cfe\u6b63\u5e36\u6709\u504f\u898b\u7684\u8a55\u8ad6\u3002\u9019\u7a2e\u300c\u77ef\u6b63\u6027\u300d\u53cd\u994b\u4e0d\u50c5\u589e\u52a0\u4e86\u8a55\u8ad6\u7684\u7e3d\u9ad4\u6578\u91cf\uff0c\u540c\u6642\u4e86\u63d0\u5347\u5f8c\u7e8c\u8a55\u8ad6\u7684\u8cea\u91cf\uff0c\u6709\u6548\u589e\u5f3a\u4e86\u6574\u500b\u8a55\u8ad6\u7cfb\u7d71\u7684\u4fe1\u606f\u50f9\u503c\u3002<\/p>\n

    \u81ea\u9858\u7684\u514d\u8cbb\u7523\u54c1\u62ab\u9732\u653f\u7b56\uff1a\u5e73\u53f0\u53ef\u91c7\u7d0d\u7684\u4f4e\u6210\u672c\u7b56\u7565<\/strong><\/h2>\n

    \u81ea\u9858\u7684\u62ab\u9732\u653f\u7b56\u7232\u5e73\u53f0\u63d0\u4f9b\u4e86\u4e00\u7a2e\u9748\u6d3b\u4e14\u4f4e\u6210\u672c\u7684\u7ba1\u7406\u624b\u6bb5\uff0c\u5c24\u5176\u9069\u5408\u90a3\u4e9b\u9810\u7b97\u6709\u9650\u3001\u7121\u6cd5\u901a\u904e\u4fc3\u92b7\u5438\u5f15\u5927\u91cf\u8a55\u8ad6\u7684\u5c0f\u578b\u5546\u5bb6\u6216\u662f\u8a55\u8ad6\u5331\u4e4f\u7684\u8a55\u8ad6\u793e\u5340\u3002\u8a72\u653f\u7b56\u5e77\u4e0d\u9650\u4e8e\u6e38\u6232\u884c\u696d\uff0c\u4e5f\u540c\u6a23\u9069\u7528\u4e8e\u9910\u98f2\u3001\u9152\u5e97\u7b49\u670d\u52d9\u884c\u696d\u3002\u7814\u7a76\u8b49\u5be6\uff0c\u81ea\u9858\u7684\u62ab\u9732\u653f\u7b56\u80fd\u9f13\u52f5\u7528\u6236\u7a4d\u6975\u3001\u4e3b\u52d5\u53c3\u8207\u8a55\u8ad6\uff0c\u63d0\u5347\u8a55\u8ad6\u7cfb\u7d71\u7684\u6709\u6548\u6027\uff0c\u69cb\u5efa\u66f4\u516c\u6b63\u900f\u660e\u7684\u8a55\u8ad6\u751f\u614b\uff0c\u5f9e\u800c\u51cf\u5c11\u5c0d\u50b3\u7d71\u8a55\u8ad6\u6fc0\u52f5\u6a5f\u5236\u6216\u5c08\u696d\u8a55\u8ad6\u54e1\u7684\u4f9d\u8cf4\u3002<\/p>\n

    \u8a71\u96d6\u5982\u6b64\uff0c\u5c0d\u5546\u5bb6\u800c\u8a00\uff0c\u9019\u7a2e\u80fd\u5e36\u4f86\u66f4\u591a\u8a55\u8ad6\u7684\u300c\u514d\u8cbb\u5348\u9910\u300d\u4ea6\u662f\u4e00\u628a\u300c\u96d9\u5203\u528d\u300d\uff0c\u96a8\u6642\u53ef\u80fd\u66b4\u9732\u7523\u54c1\u554f\u984c\u3002\u5982\u679c\u7523\u54c1\u7684\u8cea\u91cf\u6709\u554f\u984c\uff0c\u589e\u52a0\u8a55\u8ad6\u5247\u53ef\u80fd\u6703\u4ee5\u8ca0\u9762\u53cd\u994b\u7232\u4e3b\uff0c\u9019\u5c0d\u5546\u5bb6\u7684\u8072\u8b7d\u69cb\u6210\u6311\u6230\u3002\u56e0\u6b64\uff0c\u514d\u8cbb\u7523\u54c1\u62ab\u9732\u653f\u7b56\u5728\u63d0\u5347\u5e73\u53f0\u900f\u660e\u5ea6\u7684\u540c\u6642\uff0c\u4e5f\u53ef\u4fc3\u4f7f\u5546\u5bb6\u66f4\u6ce8\u91cd\u50be\u807d\u6d88\u8cbb\u8005\u53cd\u994b\uff0c\u63a8\u52d5\u7523\u54c1\u8cea\u91cf\u63d0\u5347\u3002<\/p>\n

    \u672c\u6587\u4f5c\u8005\u7232\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u5275\u65b0\u53ca\u8cc7\u8a0a\u7ba1\u7406\u5b78\u52a9\u7406\u6559\u6388\u9127\u71a0\u749e\u3001\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u5275\u65b0\u53ca\u8cc7\u8a0a\u7ba1\u7406\u5b78\u52a9\u7406\u6559\u6388\u96f7\u9a4d\u548c\u6e2f\u5927\u7d93\u7ba1\u5b78\u9662\u535a\u58eb\u751f\u6bb7\u5955\u7449\u3002\u6587\u7ae0\u57fa\u65bc\u4e09\u4f4d\u6700\u8fd1\u5171\u540c\u64b0\u5beb\u7684\u8ad6\u6587\uff1a\u201cTaste of Free Lunch: The Impact of Free Product Disclosure on Review Dynamics\u201d\u3002<\/p>\n

    \u6ce81\uff1ahttps:\/\/www.ftc.gov\/business-guidance\/resources\/featuring-online-customer-reviews-guide-platforms<\/a><\/span><\/p>\n

    \u6ce82\uff1ahttps:\/\/www.amazon.com\/gp\/help\/customer\/display.html?ref_=hp_left_v4_sib&nodeId=G3UA5WC5S5UUKB5G<\/a> <\/span><\/p>\n

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