创意众包社区中影响评论者正向评价量的因素研究——基于ELM的分析

Analysis of the Factors that Affect the Number of Positive Reviews in an Idea Crowdsourcing Community-An ELM Perspective

借助精细加工可能性模型(elaboration likelihood model,ELM),使用创意众包社区中的二手数据,研究了创意质量(创意需求性和可行性)和呈现形式(创意文本字数、创意是否设置投票和创意中负向情感词数)对评论者正向评价量的影响,以及创意呈现形式对创意质量影响的调节作用。结果表明,创意需求性正向影响评论者正向评价量,而创意可行性对评论者正向评价量的影响不显著。创意文本字数和创意是否设置投票正向影响评论者正向评价量。当创意文本字数少和创意设置投票时,创意需求性对评论者正向评价量有更大的影响;当创意文本字数多和创意未设置投票时,创意可行性对评论者正向评价量有显著正向影响。

Using second-hand data from an idea crowdsourcing community and drawing on Elaboration Likelihood Model(ELM),this study focuses on how the quality(the potential and the feasibility of a creative idea)and the format(the number of words in a creative idea,whether other users can vote and the number of negative affective words in a creative idea)of a creative idea affect the number of positive reviews towards the idea,and the moderating effect of a creative idea's format on the relationship between the quality of the creative idea and the number of positive reviews towards the idea.The results show that the potential of a creative idea positively affects the number of positive reviews towards this idea,while the feasibility of a creative idea does not significantly affect the number of positive reviews towards this idea.Both the number of words in a creative idea and the authority of voting to the idea positively influence the number of positive reviews towards the idea.Furthermore,when the number of words in a creative idea is small or when community members can vote on an idea,the potential of the creative idea has a greater impact on the number of positive reviews;otherwise,it is the feasibility of the creative idea that has a significant impact on the number of positive reviews.