论文部分内容阅读
在线评论已成为国内外电子商务领域的研究热点,但由于研究视角不一,因此尚未形成相对统一的研究脉络。本文通过梳理国内外在线评论实证研究,以信息采纳模型作为理论参考,构建了一个在线评论影响因素理论模型,并从评论信息特征和评论者特征两个角度出发探讨了评论有用性的影响因素,以及评论有用性对消费者购买意向的作用,然后应用Meta分析方法对多篇实证研究进行数据的再分析,进而对本文研究模型进行检验,结果表明在线评论有用性领域的部分研究结论具有较好的一致性。本文的研究结果有助于对当前在线评论有用性领域的相关研究有一个总体认知。
Online reviews have become the research hotspots in the field of e-commerce both at home and abroad. However, due to the different perspectives of research, there has not yet been a relatively unified research context. By combing the empirical research of online reviews both at home and abroad and using the information adoption model as a theoretical reference, this paper constructs a theoretical model of influential factors of online reviews and discusses the influential factors of the usefulness of reviews from the perspective of comment information features and commentator characteristics. As well as the usefulness of the comment on the consumer’s purchase intention. Then, the meta-analysis method is used to reanalyze the data of multiple empirical studies, and then the model of this paper is tested. The results show that some of the conclusions of the usefulness of online reviews are better Consistency. The results of this study contribute to the overall understanding of the relevant research in the current field of usefulness of online reviews.