电商平台用户评论意愿组态研究

Research on the Configuration of the Intention of Consumer Reviews on the E-commerce Platform

用户消费评论意愿直接影响电商平台客户评论系统的活跃度和有效性,并最终影响平台商品和服务的销售。深入探讨电商平台用户参与消费评论背后的不同动因组态路径,对优化平台客户评论系统设计和激励机制,具有重要的理论和实践意义。文章以Amazon.com客户评论系统真实用户为研究对象,运用基于模糊集的定性比较分析用户的社会、心理和技术动因间的多重并发关系对电商平台用户评论意愿的复杂影响路径。研究结果进一步证明用户发表消费评论动因不是独立线性地影响其评论意愿,单个因素对平台用户评论意愿都不具有决定性的解释力,并发现了四种导致用户高评论意愿的组态路径。

The intention of consumer reviews directly affects the activity and effectiveness of the customer review system of the ecommerce platform. It is of great theoretical and practical significance to study the figuration of the different motivations of the consumer reviews on the e-commerce platform. The paper takes the real consumers of the customer review system of Amazon.com as the research object, and applies the fuzzy-set qualitative comparison analysis to study the complex influence of consumers’ social, psychological and technological motivations on the willingness of the consumer reviews on the e-commerce platform. The results further prove that the motivation of consumer reviews is not independent and linear, and a single factor does not have a decisive explanatory power, and four configuration paths leading to users’ high reviews are found.