基于不同商品类型的在线评论感知有用性实证研究-NSFC.DOCVIP

基于不同商品类型的在线评论感知有用性实证研究 赵丽娜1,2，韩冬梅1 （1. 上海财经大学信息管理与工程学院，上海200433；2. 上海金融学院信息管理学院，上海201209） 摘要： 随着电子商务地快速发展，消费者在购物时习惯参考商品的在线评论信息，本文以信息经济学和信息采纳模型为理论基础，针对不同类型的商品，研究影响消费者对商品在线评论感知有用性的主要因素，并构建在线商品评论有用性影响因素模型。以亚马逊网站上体验型和有哪些信誉好的足球投注网站型两种类型商品的评论数据进行理论模型的实证分析。结果表明，商品类型对于在线评论的感知有用性具有显著的调节作用，对于体验型商品评论长度、评论者可信度和极端评论与感知有用性为正相关关系，评论时效与感知有用性为负相关关系；对于有哪些信誉好的足球投注网站型商品评论长度、评论者可信度与感知有用性呈现正相关关系，而极端评论和评论时效与感知有用性不相关，并根据研究结果对企业营销和管理提出有效性建议。 关键字：在线评论；感知有用性；信息采纳模型；体验型商品；有哪些信誉好的足球投注网站型商品 中图分类号：T393 文献标识码：A An Empirical Study About the Perceived Usefulness of Online Reviews Based on the Different Types Goods ZHAO Li-na1,2, HAN Dong-mei1 School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai 200433, China; School of Information Management, Shanghai Finance University, Shanghai 201209,China) Abstract: Online reviews are more and more important for the purchase decision of consumers, and this paper investigates the factors affecting the perceived usefulness of online reviews based on IAM model. The paper studies the different effects of review and reviewer’s characteristics on the helpfulness of online reviews for different type products. An analysis of online reviews from across six products indicated that product type moderates the effect of the helpfulness of the review. For experience goods, extreme ratings have a positive effect, and review time has a negative effect on the helpfulness of the review. For search goods, extreme ratings and review time haven’t effect on the helpfulness of the review. For both product types, review length and reviewer reliability have a positive effect on the helpfulness of the review. Based on the analysis result, this paper provides the effective suggestions for the enterprise marketing and management. Keywords: Online reviews; perceived usefulness; IAM model; experience goods; search goods 国家自然科学基金项目；国家自然科学基金项目；教育部博士点专项科研基金项目（20120078110002） 1 引言 随着信息技术及其应用在过去十几年中的快速发展，互联网不仅对企业的业务流程带来了巨大的变革，也对消费者的行为模式产生了深刻的影响。网络口碑