摘要
作为电子口碑(EWOM)的一种表现形式,在线评论已经成为消费者的重要信息来源之一。最近,在线评论吸引了大批研究者的注意,但是少有研究关注用户对在线评论的感知过程。本研究力图回答:什么因素影响用户对体验型商品在线评论的感知有用性的评价?本研究在先前文献的基础上,建立了一个在线评论感知有用性影响因素模型,并基于豆瓣网收集的37397条实际用户评论进行验证。结果显示:拥有较为极端的情感倾向和较长的正文的评论会正面影响在线评论的感知有用性;但是,评论的效价、评论标题长度和评论的可读性对评论的感知有用性没有显著影响。
As a form of electronic word of mouth(EWOM),online reviews have been one of the important source of information for consumers.Recently,online reviews attract a large number of researchers' attention,but few researchesshed light onconsumers' perception process of online reviews.This study tried to find the answer:what influence the evaluation of perceived usefulness of online reviews? In this study,based on previous literature,a model of factors affecting perceived usefulness of online reviews is established,and is tested by 37397 Douban user reviews.The results showed that,reviews with more extreme emotion tendencies and longer text will positively affect the perceived usefulness of online reviews;However,the valence,title length and readability have no significant effect for perceived usefulness of online reviews.
出处
《中国管理科学》
CSSCI
北大核心
2013年第S1期126-131,共6页
Chinese Journal of Management Science
基金
教育部新世纪优秀人才支持计划(NCET-110597)
中央高校基本科研基金(2012RC1002)
关键词
在线评论
电子口碑
感知有用性
影评
online reviews
EWOM
perceived usefulness
film reviews
