网络社区在线评论有用性影响模型研究——基于信息采纳与社会网络视角被引量：54

What Makes a Helpful Online Review?——The Perspective of Information Adoption and Social Network

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摘要以信息采纳理论为研究框架,探讨消费者在购买决策中采纳与接受在线评论信息(亦即在线评论有用性)的两类影响因素———评论本身特征、评论者要素,并结合社会网络视角构建在线评论有用性影响模型及研究假设。之后,以豆瓣网数据进行理论模型的实证分析。结果表明:评论长度与在线评论有用性为正相关关系,评论星级极端性与在线评论有用性则为负相关关系;评论者中心度与在线评论有用性之间为倒U型关系,评论者历史发表数量、参加群组情况与在线评论有用性之间关系未得到足够的实证支持。 Online review is one type of online WOM, and this paper will investigate what makes online reviews helpful to a consumer in the process of making a purchase decision. Draw from prior literature and other theoretical perspectives, the paper study the different effects of review and reviewer＇ s characteristics on the helpfulness of online review. An analysis of online reviews from douban, corn across twelve movies indicated that review extremity negatively affects the perceived helpfulness of the review, and review length has a positive effect on helpfulness. The reviewer＇ s centrality and helpfulness has an ＂inverted - U＂ relationship.

作者殷国鹏刘雯雯祝珊

机构地区对外经济贸易大学信息学院

出处《图书情报工作》 CSSCI 北大核心 2012年第16期140-147,共8页 Library and Information Service

基金国家自然科学基金项目"社会性网络服务持续使用理论模型及实证研究"(项目编号:70901020) 对外经济贸易大学"211工程"三期建设学术创新团队资助项目"新兴电子商务参与者行为规律研究"(项目编号:CXTD1-09)研究成果之一

关键词网络社区在线评论有用性信息采纳理论评论者特征社会网络 online community helpfulness of online review information adoption theory reviewer characteristics social network

分类号 G206.2 [文化科学—传播学] C934 [经济管理—管理学]

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