团购点评行为意愿影响因素的实证分析

Influence Factors of Commenting Intention for Group-Buying Consumers:An Empirical Study

团购点评信息对消费者的购买决策有重要影响,现有对网络社区用户知识分享意愿的研究结论未必都适用于团购点评行为。本文基于计划行为理论构建了团购点评行为意愿的影响因素模型并进行了实证研究,对与前人研究结论的不一致性进行了合理解释。结果表明社区威望、专业知识、组织氛围和自我效能都对团购点评行为意愿有正向影响。然而,有形回报和资源条件对团购点评行为意愿无显著正向影响。本研究深化了对团购点评行为的认知,有助于理解如何激励团购用户参与点评,为团购网站改善服务提供依据。

Comments are very important for Group-Buying(GB) consumers in their purchase decision.The previous findings about users' knowledge sharing intention in network communities are probably not applicable in GB.Based on the theory of planned behavior,a model is build in empirical study to investigate the influence factors of commenting intention for GB consumers,and explains the reasons for the inconsistent findings.Results show that community prestige,professional knowledge,organizational climate and selfefficacy have positive influences on the commenting intention for GB consumers.But tangible rewards and resource condition have not positive influences on the commenting intention.This study deepens the insights of GB consumers' commenting behavior,helps to understand how to encourage consumers participate comments,and provides evidences for GB websites to improve their service quality.