摘要
网络零售环境中,在线评论对产品销量和消费者购买决策都产生了非常重要的影响。本文在对在线评论的内容和范围做出明确界定的基础上,分析影响消费者采纳在线评论意见的3个方面:有用性、可信度和其他调节因素,得出评论有用性的主要影响因素为:量、长度、星级、语言风格和内容离散度、内容一致性等,评论可信度的主要影响因素为价、论证质量、评论人可信度和评论人的专业度等,调节因素则主要为消费者已有信念、介入度和文化因素。最后,提出值得未来研究深入探讨的在线评论研究主题。
Online reviews had a very significant impact on preduct s＇,des and consumer purchase decision making in oldine retail environment. The content and scope of online reviews were clearly defined. And three aspects that have inlluence on the adoption of online comments were analyzed. They were usefulness, credibility and other adjustment tactors. Volume, length, stars, language style and discrete of content, consistency of content of online review were the main factor of its usefulness. Valence, argument quality of online review, credibility and professional of the reviewer were the main factors of credibility. Moderating factors included consumer＇s faith, the degree of involvement and cultural. Finally, topics that worth further research was giveu
出处
《现代情报》
CSSCI
北大核心
2015年第1期164-169,共6页
Journal of Modern Information
关键词
消费者
在线评论
有用性
可信度
consumer
online reviews
usefulness
credibility
