| 消费者在线评论有用性影响因素模型研究 |
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| 引用本文： | 彭岚,周启海,邱江涛.消费者在线评论有用性影响因素模型研究[J].计算机科学,2011,38(8):205-207,244. |
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| 作者姓名： | 彭岚 周启海 邱江涛 |
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| 作者单位： | (西南财经大学经济信息工程学院 成都610074)；(成都信息工程学院管理学院 成都610103) |
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| 基金项目： | 本文受教育部人文社科基金(09YJCZH101)资助。 |
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| 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。
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| 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 |
Research on the Model of Helpfulness Factors of Online Customer Reviews |
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| PENG Lan,ZHOU Qi-hai,QIU Jiang-tao.Research on the Model of Helpfulness Factors of Online Customer Reviews[J].Computer Science,2011,38(8):205-207,244. |
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| Authors: | PENG Lan ZHOU Qi-hai QIU Jiang-tao |
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| Affiliation: | (School of Economic Information Engineering, Southwestern University of Finance and Economics, Chengdu 610074, China);(School of Management,Chengdu University of Information Technology,Chengdu 610103,China) |
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| Abstract: | The value of online customer reviews have been recognized by customer and online retailers and research on the helpfulness of the review have become the emerging fields. From the start of reducing the risk of consumer decision-making,this study defined the conception of helpfulness of the customer reviews based on the conception of perceived diagnosticity and built a model of the helpfulness factors of online customer reviews. Based on the theory of communication and persuasion,revicw rates,review length,percent of helpfulness and experience of using the Internet arc the important factors affecting helpfulness of the review. Product type moderates the helpfulness of the review. |
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| Keywords: | Online customer reviews Perceived diagnosticity Helpfulness Search goods Experience goods |
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