消费者在线评论有用性影响因素模型研究

被引:54
作者
彭岚 [1 ,2 ]
周启海 [1 ]
邱江涛 [1 ]
机构
[1] 西南财经大学经济信息工程学院
[2] 成都信息工程学院管理学院
关键词
消费者在线评论; 感知诊断性; 有用性; 搜索商品; 体验商品;
D O I
暂无
中图分类号
F713.36 [电子贸易、网上贸易]; O242.1 [数学模拟];
学科分类号
1201 ; 070102 ;
摘要
消费者在线评论的价值已经得到消费者和在线零售商的公认,对评论有用性的研究已经成为新的研究热点。从减少消费者决策风险出发,在感知诊断性概念基础上定义了评论有用性概念,构建了一个评论有用性影响因素模型。从传播说服理论的维度考察,评论等级、评论长度、好评率和使用互联网经验是影响评论有用性的重要因素。商品类型对评论有用性具有调节作用。
引用
收藏
页码:205 / 207+244 +244
页数:4
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