O2O平台中消费者在线评价参与意愿影响因素研究

Influence Factors for Consumers to Provide Online Reviews on O2O Platform: An Empirical Study

[目的 /意义]随着O2O电子商务模式的发展,在线评价作为其成功运转的一环,日渐显露出重要性,如何激励消费者提供高质量在线评价也成为影响O2O模式成功与否的关键论题。[方法 /过程]基于社会交换理论和公共产品理论,构建O2O平台在线评价参与意愿影响因素理论模型。通过问卷调查采集386份有效问卷,采用AMOS17.0软件验证结构方程模型中的相关假设。[结果 /结论 ]帮助他人、自我提升、归属感和道德责任都能对消费者参与O2O平台在线评价的意愿产生显著正面影响;帮助线下商家和经济回馈对O2O平台在线评价参与意愿的正面影响不显著;执行成本对O2O平台在线评价参与意愿没有显著负面影响。研究结果有助于深化理解O2O平台消费者的在线评价行为,为企业激励消费者参与在线评价、改善网站服务质量提供理论参考。

[Purpose/significance]With the development of O2O e-commerce model,online review,as a part of its successful operation,becomes increasingly important.How to motivate consumers to provide highquality online evaluation has gradually become a key topic affecting the success of O2O model.[Method/process]Based on the theory of social exchange and the public good,this paper constructed a theoretical model of the factors influencing the online evaluation of participation intention of O2O platform.Then,it collected 386 valid questionnaires and verified the relevant assumptions in the structural equation model with AMOS17.0.[Result/conclusion]The results of empirical analysis show that helping others,selfimprovement,sense of belonging and moral responsibility have significant positive impact on intention to provide online review in O2O platform.Helping enterprises and economic reward don’t exhibit significant relationship with intention to participate in the online review system of O2O platform.The execution cost has no significant negative impact on the online evaluation willingness of O2O platform.The results of the analysis will help to deepen the understanding of O2O platform consumers’online review behavior,and provide theoretical reference for enterprises to encourage consumers to participate in online evaluation and improve the service of platform.