在线评论的感知有用性影响因素——基于在线影评的实证研究

被引：57

作者：

闫强

孟跃

机构：

[1] 北京邮电大学经济管理学院

来源：

中国管理科学 | 2013年 / 21(S1)卷 / S1期

关键词：

在线评论; 电子口碑; 感知有用性; 影评;

D O I：

10.16381/j.cnki.issn1003-207x.2013.s1.059

中图分类号：

F49 [信息产业经济];

学科分类号：

1201 ;

摘要：

作为电子口碑(EWOM)的一种表现形式,在线评论已经成为消费者的重要信息来源之一。最近,在线评论吸引了大批研究者的注意,但是少有研究关注用户对在线评论的感知过程。本研究力图回答:什么因素影响用户对体验型商品在线评论的感知有用性的评价?本研究在先前文献的基础上,建立了一个在线评论感知有用性影响因素模型,并基于豆瓣网收集的37397条实际用户评论进行验证。结果显示:拥有较为极端的情感倾向和较长的正文的评论会正面影响在线评论的感知有用性;但是,评论的效价、评论标题长度和评论的可读性对评论的感知有用性没有显著影响。

引用

页码：126 / 131

页数：6

共 24 条

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