在线评论结构模型构建及实证分析被引量：1

Building online review structure model and empirical analysis

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摘要在线评论成为影响消费者购买决策的重要方面,已经引起国内外学者的关注。为了探讨在线评论重要的构成因素,设计了在线评论模型,并对模型进行测试。同时对消费者进行调研以及数据采集,且根据调查结果进行数据分析。研究发现:使用在线评论的消费者可以分为四类:产品偏好型、网站信任型、多目标型和评论者非偏好型。本研究意义在于,深入了解在线评论消费者的特征;指导企业和评论者正确发布在线评论的内容。 Online review is an important aspect which affects the consumer s＇ decision, and researchers pay attention to it in the world. This study designed the online review model and tested it in order to explore the influence factors of online review. At the same time, the research investigated the consumer and collected the data. According to the investigation result, data were analyzed. The study finds that there are four types of consumer using online review： product preference, website trust, multi-motive, and ignore writer. The research purpose is that the characters of consumer are known in online review, and the enterprises can know how to publish the content of on- line review.

作者张睿高长元 Tiong Goh 陈可义

机构地区哈尔滨理工大学管理学院惠灵顿维多利亚大学管理学院航天科工哈尔滨风华有限公司

出处《科技与管理》 2014年第4期18-22,共5页 Science-Technology and Management

基金国家自然科学基金项目(71272191) 黑龙江省教育厅人文社会科学研究项目(11552039) 哈尔滨市科技创新人才专项基金项目(2013RFXJ009) 黑龙江省高校哲学社会科学创新团队项目

关键词在线评论消费者行为行为目标 online review consumer behaviour behaviour intention

分类号 F49 [经济管理—产业经济]

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