消费者对不同平台类型正面在线评论感知有用性的差异研究被引量：9

导出

摘要将评论平台类型分为卖家平台、第三方平台和消费者自建平台,产品类型分为搜索型产品和体验型产品,采用实验情境设计的方法设计分析不同平台与产品类型评论对消费者有用性感知的差异。研究发现,卖家平台与第三方平台以及卖家平台与消费者自建平台之间的感知有用性存在显著差异,而第三方平台与消费者自建平台之间的感知有用性差异不显著,这一点对于体验型产品也得到验证。对于搜索型产品,三者之间的差异并不显著。

作者李琪任小静

机构地区西安交通大学

出处《经济问题探索》 CSSCI 北大核心 2015年第10期41-47,共7页 Inquiry Into Economic Issues

基金教育部规划基金项目名称:基于电子商务链的网上交易信用服务体系研究(项目编号:12XJA790002) 项目主持人:李琪陕西省科技统筹创新工程计划项目项目名称:电子商务与电子政务若干问题研究(项目编号:2012SZS-09) 项目主持人:李琪

关键词评论平台类型产品类型感知有用性

分类号 F713.55 [经济管理—市场营销] F724.6 [经济管理—产业经济]

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