目标工作行为理论视域下在线评论使用行为研究

Online Review Adoption Behavior of Consumers from the Perspective of Theory of Purposeful Work Behavior

基于目标工作行为理论框架,构建了消费者评论使用行为及其前因(人格特质)与后果(购买意愿)概念模型.通过网络问卷调查收集数据,运用结构方程模型对所提假设进行检验.结果表明:人格特质中的尽责性、亲和性影响消费者评论阅读顺序;识别产品质量受尽责性、开放性和外向性的正向影响,提升可信度受尽责性和神经质的正向影响,确认期望受亲和性和外向性的正向影响.此外,购买意愿受识别产品质量、提升可信度和确认期望的正向驱动,但与阅读顺序的关系不显著.

Based on the framework theory of purposeful work behavior,a conceptual model is built associated with consumer review adoption behavior and its antecedent(personality)and consequence(purchase intention).After online questionnaire survey,the structural equation model was used to test the proposed hypotheses.The results show that identifying product quality is influenced by conscientiousness,openness and extraversion,enhancing shopper credit is influenced by conscientiousness and neuroticism,and confirming expectation is driven by agreeableness and openness,while reading order is related with conscientiousness and agreeableness.Meanwhile,identifying product quality,enhancing shopper credit and confirming expectation all contribute to purchase intention,but the latter's relationship with the reading order is not significant.