【经济学人精读】刷单无处不在:亚马逊等各大网站打击虚假评论

类别:亚马逊刷单   时间:2019-07-30 04:7:01

精读经济学网站虚伪议论点评密探顾客申述商家办法

雅思哥经济学人精读

『 bgm:Pink Martini- Hang on Little Potato 』

 原 文 译 文 

Business

商业

Reviews on Amazon Five-star fakes

亚马逊上五星假好评

The evolving fight against sham reviews.

冲击虚伪议论进行中

“I will post awesome review on your amazon product,” bess98 declared on Fiverr, a website where individuals sell freelance services for $5 or more. On October 16th Amazon charged that bess98 and more than 1,000 others were illegally hawking customer reviews. The case comes just six months after Amazon sued the operator of four sites peddling similar stuff, including the subtly named buyamazonreviews. com. Like Amazon, other websites have fought fakes with lawsuits, carefully honed algorithms and even sting operations—Yelp, a popular review site, has had undercover staff answer ads from firms seeking glowing write-ups.

“我会对您在亚马逊出售的产品给予好评。”Fiverr网站用户bess98如是说,该网站用户出售这样的自由职业服务,要价为五美元乃至更多。10月16日,亚马逊网站申述包括bess98在内的一千多名用户的议论为推销行为的不合法议论。六个月曾经,亚马逊申述了四家有相似推销行为的运营者,包括其间一家网址十分奇妙的buyamazonreviews.com(意为购买亚马逊好评)。同亚马逊相同,其他许多网站也以申述、过滤议论和组织人员打入内部等办法抵抗虚伪议论。比方,颇受欢迎的点评网站Yelp就有卧底人员应对那些寻觅虚伪好评的入驻商家。

Yet the problem persists. For as long as there have been online reviews, there have been fakes. The motivation is clear: for example, one extra star on a restaurant's Yelp rating boosts revenue by 5-9%, according to Michael Luca of Harvard Business School. Mr. Luca and Georgios Zervas of Boston University have shown that restaurants seeking fake acclaim are likely to be independent—online reviews matter more to them than to chains with established reputations. So some businesses ask friends to post raves, seek reviewers-for-hire and offer customers discounts in exchange for praise. For websites that claim to be an impartial resource, such practices are troubling.

但问题依然存在。因为只要有网上议论的存在,就会有虚伪议论。动机清楚明了:例如,据哈佛商学院的麦克·卢卡计算,Yelp点评网上的商家每多一颗星,其营业额变会添加5%到9%。卢卡先生和波士顿大学的乔治·泽瓦斯发现寻求虚伪议论的饭馆一般为个别商户——在线议论对他们而言比对具有杰出名誉的连锁店更重要。这些个别商户要么请朋友宣布溢美之词,要么找付费的议论者,或是给供给好评的客户扣头。关于旨在供给中肯点评的网站,这些行为会损害网站的主旨。

“While small in number,” Amazon contends in its new suit, “these reviews can significantly undermine the trust that consumers and the vast majority of sellers and manufacturers place in Amazon.” The problem is particularly irksome for sites dedicated to offering reviews, such as Yelpand TripAdvisor. Amazon sells everything from books to lawnmowers; Yelp's main offerings are its 83m reviews. “If consumers can't rely on the content,” says Vince Sollitto of Yelp, “then the service is of no value.” So websites have tried to fight fakes.

亚马逊在最近这次申述案中辩论道,“虽然现在这类议论为数不多,但这的确会损害顾客和很多卖家及制造商给予亚马逊的信任。”关于专门供给点评的网站,如Yelp和猫途鹰,问题更为扎手。究竟亚马逊还卖各种产品,从书本到割草机,应有尽有;而Yelp的主要事务就是多达8300万的点评。Yelp发言人Vince Sollitto说,“假如顾客没法信任点评内容,那么咱们的服务便没有意义。”所以各网站对虚伪议论进行了冲击。

Algorithms comb reviews for suspicious wording. Expedia allows hotel recommendations only by those who have paid for a room there. Amazon tags a review as “verified” if the writer has indeed bought the product. Presumably such reviews are more reliable, though bess98 is one of many who claim to be able to game Amazon's system. Yelp may have the most aggressive strategy. An algorithm removes a whopping 30% of posts from Yelp's list of “recommended” reviews, though consumers can still see the suspicious ones if they like. Businesses that try to weasel their way to a higher rating (paying off grumpy clients, for instance) have their Yelp pages branded with a red warning.

运用必定的计算机算法来筛除具有可疑的遣词的议论。智游网(Expedia)只许付款入住了酒店的顾客引荐酒店。亚马逊把真正买了产品的顾客议论打上“真实可信”的标签。按理来说,这些议论愈加牢靠,虽然比如bess98这样的网友宣称能躲过亚马逊的法眼。Yelp采纳了或许最为剧烈的冲击办法。他们选用计算机算法筛除去网站中多达30%的好评,虽然顾客稍加留意仍能看到疑是虚伪的点评。为了得到更高评分而搞小动作的商家(如收买计划诉苦的顾客),他们的Yelp页面都被打上了赤色的正告字样。

Despite all this, some false acclaim and critiques inevitably slip past firms' defences. For websites, fake reviews will remain a stubborn headache. Meanwhile businesses are finding new ways to boost their reputations online. Social bots—lines of code that pose as real accounts—can build buzz on social-media sites like Twitter and Facebook. For the average consumer, it may become ever harder to distinguish real praise from puff.

虽然如此,仍有虚伪的好评或许差评成为漏网之鱼。关于点评网站,虚伪议论仍是难以解决的恶疾。与此同时,商家则在寻觅各种新办法在网络上进步名誉。代码写成的交际机器人可以仿照真人进行议论,在比如Twitter和Facebook等交际网站上制造舆论。对一般消费者来说,从宣扬广告中区分议论的真实性越来越难。

 精 读 解 析 

华章结构:

P1: 各大网站采纳办法抵抗虚伪议论。

P2: 虚伪议论存在的原因:利益。

P3:虚伪议论对亚马逊等各大网站的损害。

P4: 各大网站冲击虚伪议论的办法。

P5: 虚伪议论依然是难以解决的恶疾。

要点词汇:

illegally /??li: g?l?/ adv. 不法地

注;这个词语包括前缀il-表明否定,有“不,无,非”的意思。如:

illegitimateadj. 不合法的,私生的

illiteratea.文盲的 n.文盲

illogicala. 不合逻辑的,不合理的

【例句】

Park illegally and you are likely to be ticketed.

乱泊车你会被开罚单。

The landlady found they had been illegally subletting the flat.

女房东发现他们一直在违法转租公寓。

● peddle /'ped(?)l/ vt. & vi. (沿街)叫卖; 兜销;宣扬, 散播

【例句】

She loves to peddle gossip round the village.

她喜爱在村里处处说闲话。

He peddled fish from a pushcart.

他推着手推车沿街卖鱼。

hone /h??n/ n. 磨刀石;牵挂;诉苦v. 用磨刀石磨;诉苦;回想

【例句】

We have to hone in on all of the details now.

你现在得细心回想所有细节。

He had honed his mind to a razor edge.

他把自己的头脑磨炼得极为敏锐。

algorithm /'?lg?r?e(?)m/ n. 运算规律

【例句】

This algorithm is one of my operation.

这个算法是我的一个作业。

 undercover /?nd?'k?v?/ adj. 私自进行的;隐秘做出的;暗里的;做密探作业的

【短语】

undercover agent卧底;警方密探

【例句】

He worked undercover in Northern Ireland.

他在北爱尔兰从事密探作业。

A federal judge upheld the undercover methods used in the case.

一位联邦法官建议在此案中运用隐秘的办法。

rave /re?v/n. 吼怒;胡说八道;火热赞许v. 吼怒;语无伦次地说adj. 赞扬的

【短语】

rant and rave大声叫嚣

rave about对…倾倒;热心地议论;激愤地说

rave review哄动火热的好评;疯狂褒评

【例句】

The storm raved along the coast.

风暴在海岸边呼啸而过。

He raved about the new play.

他热心洋溢地议论新演出的戏曲。

 impartial /?m'pɑ??(?)l/ adj. 不偏不倚的;公平的,公平的

【同根】

impartiality n. 公平;公平;不偏不倚

【例句】

He examiner proved to be impartial.

考官很公平。

The judge should make his appraisal impartial.

法官的评价应该不偏不倚。

irksome /'??ks(?)m/ adj. 令人厌烦的,厌烦的;令人厌恶的

【例句】

After five minutes of irksome and constrained conversation, they heard the sound of slippered feet approaching rapidly.

经过五分钟忧郁的虚伪的说话之后可以听见飞快走来的步履声。

lawnmower /'l?n'mo?/ n. 剪草机

【例句】

I cut myself while fixing the lawnmower.

在修补割草机的时候,我割伤了自己。

weasel /'wi?z(?)l/ v. 躲避;闪烁其词n. 鼬鼠;奸刁的人

【短语】

weasel out退出;躲避责任

weasel word不置可否的话

weasel words n. 遁词

【例句】

The weasel is a very pretty little creature.

黄鼬是一种很心爱的小动物。

He’s trying to figure out a way to weasel out of the deal.

他正设法躲避依据协议应承当的责任。

She suspects me of trying to weasel my way into his affections.

她置疑我妄图骗得他的爱情。

distinguish from 差异,区分

【例句】

Not much distinguishes a valuable banknote from any old piece of printed paper, as Indians discovered this week.

本周,印度民众发现有价值的纸钞和旧版的打印纸没有太大不同。

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