一致性与矛盾性在线评论对消费者信息采纳的影响研究——基于感知有用性的中介作用和自我效能的调节作用

被引：32

作者：

王军

周淑玲

机构：

[1] 不详

[2] 吉林大学管理学院

[3] 不详

来源：

图书情报工作 | 2016年 / 22期

关键词：

在线评论; 感知有用性; 信息采纳; 自我效能;

D O I：

10.13266/j.issn.0252-3116.2016.22.014

中图分类号：

F713.55 [商业心理学、市场心理学]; G203 [信息资源及其管理];

学科分类号：

040203 ; 1204 ; 1402 ;

摘要：

[目的 /意义]基于评论效价,将从初始评论到追加评论的动态变化分为一致性在线评论和矛盾性在线评论,结合信息采纳模型,研究不同变化类型对消费者信息采纳的影响,构建理论模型并进行研究。[方法 /过程]以淘宝网上运动鞋的初始评论和追加评论为例,采取实验研究的方法,通过4组调查问卷设计,利用SPSS21.0软件对调查问卷的数据进行分析和处理。[结果 /结论]结果表明,一致性和矛盾性在线评论相比,消费者对矛盾性在线评论的有用性感知更强,两种变化类型的评论都是通过感知有用性作用于消费者的信息采纳,自我效能会调节消费者对在线评论的有用性感知。

引用

页码：94 / 101

页数：8

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