电商平台用户在线评论动因研究

Research on the Motivation of Customers Online Reviews on E-commerce Platforms

现有电商平台用户评论意愿严重不足,深入理解电商平台用户在客户评论系统发表消费评论背后的动因,对于电商平台及相应在线社区的存活和长期发展,具有非常重要的现实意义。文章基于社会交换和技术接受模型理论基础,从技术、社会和用户心理三个方面构建电商平台用户在线评论的意愿模型。以电商平台用户为调查对象,基于结构方程模型验证结果表明:技术接受因素是影响电商平台用户评论意愿的关键因素;用户的声誉、互惠动因以及经济报酬动因对用户评论意愿有着显著的促进作用;评论成本则对用户的评论意愿存在显著的抑制作用;而用户的社交动因、乐于助人动因和感知乐趣动因对用户的评论意愿影响不显著。研究结果可为电商平台客户评论系统的优化和完善提供借鉴和参考。

Most online shoppers are not willing to take the initiative to write and post their consumption experience or product reviews at e-commerce platforms. It is important for e-commerce platforms and related platforms service providers to understand the motivation of consumers posting product reviews accurately. Based on the technology acceptance model and social exchange theory, the paper attempts to take online shoppers and reviewers as research object, with the employment of the research framework com- posed of the motivation of customer reviews including social motivation, individual psychological motivation and technological motiva- tion. With the method of partial least squares structural equation modeling （PLS-SEM） , the researcher tests the reliability and va- lidity of the model. The results reveal that technical acceptance factors are the key ones affecting the consumer reviews motivation of the e-commerce platforms. The motivations of reputation, reciprocity and economic rewards all positively influence consumer online reviews intention, while review cost motivation plays a negative role. Meanwhile, the motivations of enjoying helping others, per- ceived fun and social interaction have less significant influence on the customer review intention. The model provides one of theoreti- cal explanation for the optimization and improvement of customer review systems on the e-commerce platforms.