| 消费者在线评论采纳研究综述 |
| |
| 引用本文： | 宋晓晴,孙习祥.消费者在线评论采纳研究综述[J].现代情报,2015,35(1):164-169. |
| |
| 作者姓名： | 宋晓晴 孙习祥 |
| |
| 作者单位： | 武汉理工大学管理学院, 湖北 武汉430070 |
| |
| 摘 要： | 网络零售环境中,在线评论对产品销量和消费者购买决策都产生了非常重要的影响.本文在对在线评论的内容和范围做出明确界定的基础上,分析影响消费者采纳在线评论意见的3个方面:有用性、可信度和其他调节因素,得出评论有用性的主要影响因素为:量、长度、星级、语言风格和内容离散度、内容一致性等,评论可信度的主要影响因素为价、论证质量、评论人可信度和评论人的专业度等,调节因素则主要为消费者已有信念、介入度和文化因素.最后,提出值得未来研究深入探讨的在线评论研究主题.
|
| 关 键 词： | 消费者 在线评论 有用性 可信度 |
Review of Consumer Adoption of Online Reviews |
| |
| Authors: | Song Xiaoqing Sun Xixiang |
| |
| Institution: | College of Management, Wuhan University of Technology, Wuhan 430070, China |
| |
| Abstract: | Online reviews had a very significant impact on product sales and consumer purchase decision making in online retail environment.The content and scope of online reviews were clearly defined.And three aspects that have influence on the adoption of online comments were analyzed.They were usefulness, credibility and other adjustment factors.Volume, length, stars, language style and discrete of content, consistency of content of online review were the main factor of its usefulness.Valence, argument quality of online review, credibility and professional of the reviewer were the main factors of credibility.Moderating factors included consumer's faith, the degree of involvement and cultural.Finally, topics that worth further research was given. |
| |
| Keywords: | |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
| 点击此处可从《现代情报》浏览原始摘要信息 |
| 点击此处可从《现代情报》下载免费的PDF全文 |
|
