在线问答评论对消费者信息采纳的影响研究
首发时间:2019-12-03
摘要:在线问答评论是电子商务环境下的新型社会化问答,具有传统社会化问答和在线评论的双重特点。本文在信息采纳模型的基础上,结合信息性社会影响和规范性社会影响视角构建研究模型,考察了在线问答评论对消费者信息采纳的影响机理。通过问卷进行数据搜集,并利用SmartPLS2.0进行数据分析。研究发现:在线问答评论(质量、数量、一致性)、消费者信任都显著影响在线问答评论的有用性和信息采纳。此外,在线问答评论的数量相对而言影响较弱,这可能是在线问答评论区别于传统在线评论影响机理的一个特征。
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Research on the impact of online q&a review on consumer information adoption
Abstract:Online q&a review is a new type of social q&a in e-commerce environment, which has the dual characteristics of traditional social q&a and online review. Based on the information adoption model, this paper constructs a research model from the perspectives of informational social impact and normative social impact, and examines the influence mechanism of online q&a review on consumer information adoption. Data were collected through questionnaires and analyzed by SmartPLS2.0. The study finds that online q&a review (quality, quantity, consistency) and consumer trust significantly affect the usefulness of online q&a review and consumer information adoption. In addition, the number of online q&a review is relatively weak, which may be a feature of the influence mechanism of online q&a review different from traditional online review.
Keywords: online q&a review consumer trust consumer information adoption
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